Elementary Library

Click Chaser

Propagandist

Troll

Motives ● Fame! The Click Chaser is ready for their close-up! ● Recognition/Attention Tools and Tactics ● Potpourri! Click- chasers will use any tool at their disposal but especially… ○ Sensational Content., Click & Share bait ○ Triggers a surprise, fear & curiosity ○ (Unrelated) Trends Wins ● Clicks/Viral Content ● Attention (positive or negative) ● Increased Engagement Losses ● Lack of Engagement ● Silence Related To: ● The Influencer for Hire ● The Spark ● The Wannabe Motives ● They just want to fit in ● Everyone else is sharing this, so should I? ● Desire to belong or feel part of a moment or movement Tools and Tactics ● Sharing information w/out reading/vetting in order to be a part of a trend or movement ● Cloning: copying/sharing content from another source ● Hashtag loods (filling posts, feeds, comments w/ trending hashtags) ● Account bio/name changes to align with trends Wins ● Positive Attention and/or recognition for engagement ● Others follow their lead Losses ● Lack of engagement ● Silence Related To: ● The Wannabe ● The Click Chaser ● The Stan

Motives ● Insurrection or Anarchy ● Political Gain/Interference in Governance Tools and Tactics ● Edited content ● Advanced technology i.e. bots, sockpuppetry, AI ● Sensational Language ● Layers to Identify - difficult to identify source ● Triggers fear, hate & outrage Wins ● Viral Content ● Violence, Chaos, and Public Outrage ● Disruption of law and order Losses ● Lack of Engagement ● Silence Related To: ● The Operative Motives ● Humor ● Creativity ● Curiosity (can this go viral?) Tools and Tactics ● Satire ● Memes/Obviously “faked” content ● Trends ● Celebrity Support ● Triggers a feeling of superiority or amazement Wins ● Positive Engagement, Attention and/or Recognition ● Viral Content Losses ● Negative or lack of engagement ● Silence Related To: ● Influencer for Hire ● The Spark ● The Click Chaser ● The Sentry ● The Insider

Motives ● To cause harm, revenge, and/or argue with people ● Desire to insult, divide, diminish and destroy ● For trolls, this is personal or ideological Tools and Tactics ● Bullying Techniques/Personal Attacks ● Sensational language especially in comment section ● Triggers hate, biases and/or prejudice Wins ● Attention

● Cancel culture ● Viral response ● Validation from community Losses ● Lack of Engagement ● Silence

● Kindness Related To: ● The Outsider ● The Stan ● The Scaremonger

Lemming

Jokester

Influencer For Hire

Motives ● Money ● Sponsored Content or Brand Association Tools and Tactics ● Edited images and videos featuring products ● Personal endorsements and testimonials ● Triggers a feeling of envy or personal empowerment ● Subtle (difficult to spot) references to ads/sponsorship Wins ● Clicks, growing like/share counts ● Positive Engagement - especially with a brand ● More sponsors ● Creates virtual empathy Losses ● Negative or lack of engagement ● Silence Related To: ● The Click Chaser ● The Spark ● The Wannabe