Elite & Mass Political Behavior

Deceptive online networks are coordinated efforts that use identity deception to pursue strategic political or financial goals. During the US 2020 elections, these networks reached at least 37 million Facebook and 3 million Instagram users, representing 15% and 2% of the platforms’ active US adult users, respectively. Only 3 networks out of 49—1 network with explicitly political aims and 2 that appeared to use politics as a lure for profit—were responsible for over 70% of users reached. Notably, accounts unaffiliated with the networks played an important role in facilitating this reach by resharing content the three networks produced. Deceptive networks, regardless of whether their goals were political or financial, reached users who were older, more conservative, more frequently exposed to content from untrustworthy sources, and spent more time on Facebook.

The increasing multimodality (e.g., images, videos, links) of social media data presents opportunities and challenges. But text-as-data methods continue to dominate as modes of classification, as multimodal social media data are costly to collect and label. Researchers who face a budget constraint may need to make informed decisions regarding whether to collect and label only the textual content of social media data or their full multimodal content. In this article, we develop five measures and an experimental framework to assist with these decisions. We propose five performance metrics to measure the costs and benefits of multimodal labeling: average time per post, average time per valid response, valid response rate, intercoder agreement, and classifier’s predictive power. To estimate these measures, we introduce an experimental framework to evaluate coders’ performance under text-only and multimodal labeling conditions. We illustrate the method with a tweet labeling experiment.