Social media analysis involves gathering information from social media sites. Although widely applied towards cybersecurity, journalism, investigations and threat intel purposes, professional social media analysis services exist for marketing and business competitive intelligence as well.
Below are OSINT investigation techniques related to gleaning intelligence from profiles, posts and activity on social media.
Network mapping and analysis
Network mapping and analysis lays out the relationships between users by tracking how users interact with each other through follows, mentions, replies, and reposts. Network analysis can be used to identify influencers or highly connected groups, as well as recognizing collusion from suspected disinformation spreaders within the same network or community.
Popular network mapping and analysis strategies are:
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- Friend/follower analysis – Identify all social connections to and from a target for influence or association mapping.
- Link-analysis graphing – By measuring common likes, reposts, replies, and mentions, we can begin to draw connections and map a network.
- Hashtag/keyword networks – Identify communities and sentiment by following common hashtags or keywords.
Hashtag tracking
Tracking hashtags can allow one to follow trends, emerging discussions and how topics or information propagate.
Online communities can also be identified through analysis of hashtags surrounding a cause or campaign.
Common hashtag tracking techniques used in OSINT include:
- Frequency analysis – Tracking the frequency of a hashtag over a period of time.
- Mapping co-occurrences – Finding what other hashtags are commonly used with the chosen hashtag.
- Geotag and hashtag correlation – Correlating hashtags with location data in order to help pinpoint where a conversation is occurring.
- Identifying hashtag influencers – Identifying who is using a hashtag most.
Profile analysis
Profile analysis is collecting publicly available information about users’ profiles. This includes bios, location, follower/following counts, recent posts, etc. It’s useful for building a profile around someone or a group of people’s behavior and can be used to attribute an online alias to someone real.
Profile analysis includes specific OSINT methods such as:
- Screenname reconnaissance – Finding other accounts a user has that match the same screenname.
- Metadata analysis – Looking at the information public to everyone. Join date, follower/following, bios, times of activity, etc.
- Archived posts – Looking through older posts/timeline.
Social media geolocation techniques
Social media geolocation refers to techniques used to locate where someone or something is by analyzing social media data for clues. This practice can either mean identifying the latitude and longitude coordinates based off geo-location data from social media posts, check-ins, or EXIF data within photo/video documents.
Social media geolocation can also refer to the investigative process of pinpointing a user or social media item’s location through an analysis of their language, imagery of landmarks, weather conditions, or event-specific mentions. This location can then be compared to a map or public knowledge like flight records or event schedules to narrow down the location. Social media geolocation can be useful for investigation purposes, crisis response, or understanding how information spreads regionally.
Examples of social media geolocation OSINT techniques:
- Geo-tagged posts – Location data given by GPS coordinates or social media location tags (photo posts, social media statuses, location check-ins).
- Reverse image searching – Analyzing photos using Google Reverse Image Search or another EXIF viewer.
- Location cross referencing across platforms – Finding matching mentions of locations on different social media platforms.
Keyword monitoring
Social listening platforms search public social media channels for keywords. Useful for catching early mentions of potential threats, your brand, or what people are saying about a live event.
Keyword tracking is done using these OSINT techniques:
- Boolean search – Using search operators (AND, OR, NOT) to refine social media searches for keywords.
- Real-time keyword alerts – Setting alerts to notify you when certain keywords are mentioned.
- Sentiment searches – Running sentiment analysis to return high positive or negative keyword mentions.
- Clustering around topics of interest – Finding related keywords to track the evolution of conversation.
Image analysis
Images shared on social media can be analyzed for clues found in the visual content of faces, logos, landmarks, etc. In addition, metadata can provide important information (EXIF data when available). Reverse image searches can be conducted to determine where else the image has been posted online, or to verify whether an image is legitimate.
Some image analysis OSINT investigation techniques include:
- Reverse image search – Finding where else an image has been posted online (via Google Images, TinEye, etc.). Example: Identifyif.co .
- EXIF data extraction – Reviewing metadata included in an image (if available) which may include camera make and model, GPS location, date/time stamps, etc.
- Visual object recognition – Finding faces, landmarks, logos, or other easily recognizable objects within an image (using AI/ML software).
- Pixel error level analysis (ELA) – Identifying edited or manipulated areas in an image based on compression artifacts.
Temporal analysis
Examining when posts were made may show patterns in the data. This could be the time a user usually posts or the speed at which information spreads. The time posts are made can also identify time zone hints and correlate online events with real world events.
Some examples of time-based analysis techniques used in OSINT:
- Posting timeline – Keeping track of when a user posts. This can identify possible time zones or posting habits. This is a feature available in ShadowDragon® Horizon®.
- Event Correlation – Correlating the timing of posts to large scale events/incidents.
Cross-platform correlation
Activity and content across platforms are correlated together. This is useful in tying together multiple accounts of one user by matching usernames, photos, or writing style.
How to use cross-platform correlation in OSINT:
- Identity stitching (aka identity resolution) – Associating accounts together by matching reused photos, usernames or analyzing writing style.
- Content duplication – Searching for content that has been posted/reposted on other common social media platforms to discover where it originally came from.
Fake account detection
Fake account detection OSINT involves identifying suspect accounts through commonalities found throughout their profile. Fake accounts often have bad grammar/spelling, default usernames/profile pictures, minimal interactions with other users or overposting/reposting. Network patterns and similarities in content can be used to analyze if this is simply spam posting or part of a coordinated attack.
Some methods of fake account detection OSINT can consist of:
- Looking for common profile patterns – Suspicious usernames, typos, profile pictures, times of posts, etc.
- Engagement analysis – Scammers may show little interaction (likes/comments) to their high levels of posting or followers.
- Fake networks – Audit the ratio of followers/following and comb through fake accounts.
- Copy/paste posts – Exact match posts that have been distributed through multiple fake accounts or botnets.