Social Media as a Battleground for Public Perception
Anyone who has ever posted content on socially sensitive topics—such as finance, employment, migration, or even language—has likely noticed a recurring pattern. Initially, the responses are reasonable, with people engaging in discussions and asking questions. But soon, a wave of commentators appears, pushing repetitive narratives about “betrayal,” “manipulation,” or “global conspiracies.” Upon closer examination, it becomes clear that many of these comments originate from bots—or at least from well-organized operators running coordinated campaigns.
What Are Socially Sensitive Topics?
Socially sensitive topics are issues that evoke strong public reactions and have the potential to polarize society. These topics span various areas:
- Finance & Economy (banking system, investments, taxation, cryptocurrencies);
- Employment & Labor Rights (foreign workers, discrimination, migrant labor);
- Migration & Integration (legalization, immigration policies, adaptation challenges);
- Language & Culture (bilingualism, language policies, use of foreign-language advertising);
- Healthcare (vaccination, medical insurance, mental health);
- Ecology & Climate Change (alternative energy, environmental protection);
- Politics & International Relations (elections, civic activism, sanctions);
- Human Rights & Equality (gender equality, minority rights, social support);
- Education & Science (education reforms, misinformation, AI in academia).
These topics serve as prime grounds for disinformation because they directly affect large groups of people, their beliefs, and their everyday lives.
Who Benefits from Bot Farms?
Bots are deployed for various reasons, including:
- Political Influence: Governments and political parties manipulate public opinion to create the illusion of support or opposition.
- Commercial Interests: Competitors or scammers use bots to manipulate trust in brands and services.
- Social Polarization: Some organizations or individuals deliberately amplify societal divisions.
- Ideological Groups & Extremist Movements: Bots are used to spread propaganda and influence public narratives.
Bots often become most active under paid advertisements, as these posts have a broader reach. By generating negative noise around sponsored content, bot farms can significantly reduce ad effectiveness and discourage businesses from running further campaigns.
Examples of Bot Farm Exposures
While many bot farms operate in secrecy, some notable cases have been exposed:
- United States: The “Internet Research Agency” in Russia, linked to interference in the 2016 U.S. elections, was sanctioned, and its employees faced legal action.
- Ukraine: The Security Service of Ukraine (SBU) regularly dismantles bot farms allegedly operated by foreign intelligence agencies.
- Romania: A pro-Russian disinformation campaign on TikTok was uncovered during the 2024 elections.
- Poland: Researchers highlight significant bot activity in political debates, though no official crackdowns have been reported yet.
Why Bots Are Getting Harder to Identify
Previously, common signs of bot activity included grammatical errors and repetitive, generic comments. However, advancements in artificial intelligence have made bots more sophisticated:
- AI-Generated Texts – Bots now craft nuanced arguments instead of relying on copy-paste messages.
- Automated Translations – Bots no longer reveal themselves through language mistakes.
- Adaptive Learning – They can adjust their tone and content based on discussion dynamics.
This means traditional bot detection methods—such as analyzing posting frequency or inspecting profile details—are becoming less effective.
How to Protect Yourself?
- Ignore & Report – The more users report a bot, the faster it gets removed.
- Content Filtering – Utilize keyword-based blocking features, especially useful for Facebook group admins.
- Avoid Emotional Reactions – Bots thrive on provoking strong emotions. Stay calm—count to 20 before responding to manipulative comments.
- Develop Critical Thinking – Verify sources, analyze information, and recognize manipulation techniques.
- Do Not Support Extremist Figures – Politicians and influencers who allow bot activity in their comments may be benefiting from it.
- Block Bots Under Your Ads – Visit the bot’s profile, delete their comment, and block them from your business page running the ad.
Bots have become an inseparable part of the modern information landscape, and combating them is becoming increasingly difficult. However, by understanding their tactics, practicing critical thinking, and taking proactive measures, you can minimize their impact on your perception of reality.