Assessing Reputational Risk on Twitter

Recently a client was worried following the publication of a few defamatory tweets and wanted to know if this was a concerted smear campaign or the results of a few isolated individual initiatives.

Using QI investigative tools, we were able to identify all the sources of the slanderous tweets, assess their reach and tractions (i.e. whether the material was wieldy shared and commented on) and make an informed judgment on the scale of the problem.

In that particular case, we didn’t find any of the tell-tale sign of a concerted smear campaign such as rallying hashtags like #CrookedHilary. In addition, the users that posted the malicious material didn’t  show much intent to generate traction on those posts either. Most users only tweeted or retweeted the slanderous material once.

Finally, further analysis of Twitter chatter around related topics allowed us to identify the likely spark for the posting of the offensive tweets. A couple of news articles happened to mention the client a day before the first slanderous tweets. This led us to assess that we were facing a few individuals that took upon themselves to spin these piece of news in a disparaging way.

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