Most of us are certain that we are well informed, that we have listened to both sides of the argument, that we have analyzed the information and have formed an opinion based on the knowledge gained from doing so.
 However, evidence is mounting that this may not be the case, and there is a growing worry that it is happening more often. With the current issues surrounding the US federal election and the Brexit Vote of 2016, there is very real concern that the campaigns were meddled with, and the voters may have been manipulated by false information.

 This begs the question; if people are better informed than ever before, how are people being manipulated in this golden age?

 What is surfacing, is the reality that data we generate while using social media tools, is being gathered, cataloged and sold or stolen. Then it being used to generate anything from false grassroot campaigns to foment groups or direct other groups in new directions.

Some of the contexts where this occurs; Activism, Advertising, Hoaxing, Propagandizing, Psychological Warfare and Public Relations. These all aim to control the flow of information from an organization to the public. 

 Astroturfing, Clickbait, Distraction, Search Engine Marketing; all tools used to manipulate, are part of many related techniques, where manipulators create an image or argument that favour the particular interests of targeted social media users.

The end goal here is to get compliance from the general public, and regardless of the goals of the organization, steer users in a new direction. Perhaps, a specific demographic will now by a new car, or have a new favourite sports drink. Perhaps, something that was uninteresting to a group will now seems tantalizing. 

But this nefarious behaviour just doesn’t sell products, at its worst, it may be altering democratic elections and cause political upheaval. Fortunately, there are tools being developed that help social media users fight back. One of them – Who Targets me - is listed below.

The most despairing thing is that, while many users of social media were shocked to hear that these actions and subterfuge were occurring, many of them remained unconcerned, unfazed and continued to use the tools that cheated their users. Momentarily, there was some anger at the news that this was blatantly occurring, but then it appears the cogs of the machine began to turn once more and new information quickly replaced the old, and the cycle began anew. The very nature of social media tools appears to create complacency.

 There is a certainty today for most people that our opinions are our own and that we came to those opinions based on the information that we comb through. That we get news from trusted sources. That the information shared by our friends and family can be trusted. Now, however, those channels are being manipulated and friends and family may be sharing fraudulent information with their social circles. Be careful what you click.