Article 1 Dec 2016

Grassroots and astroturfs, mobilizing public opinion on the Internet

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Trolls, Bots and other online campaigns are a taboo subject as old as social networks. Many politicians, governments or public or private institutions have been blemished by conversation manipulation scandals usually with high-risk strategies and little credibility and impact.

The following article, drafted together with Juan Arteaga, Senior Director at LLORENTE & CUENCA Mexico, gives a different view on social networks based on the Long Tail principle to push trends of opinion by occupying territories and communities through grassroot and astroturf strategies, which are increasingly common in political communication campaigns and can also apply as a strategy in the private sector.

Juan Rivera, Partner and Managing Director of LLORENTE & CUENCA Mexico

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