Social media has become a powerful tool—not just for its users, but also for the public data it provides. Social media intelligence is a critical component for keeping people and nations safe in our digital era.
Open-source intelligence (OSINT) is climbing the priority ladder for intelligence professionals. Within the realm of open sources, social media has generated another INT—social media intelligence, or SOCMINT—to support security initiatives.
SOCMINT is still nascent within intelligence operations. This means that, while social media sites provide a valuable source of security information, they also pose various challenges for intelligence teams.
What is social media intelligence?
Social media intelligence is the process of collecting and analyzing social media data to gather meaningful insights, usually through specialized tools and methodologies. SOCMINT became recognized as an intelligence-gathering discipline after the 2011 London Riots, where social media played a significant role in orchestrating and documenting violence.
The term “social media intelligence” is often used for commercial applications like marketing and financial services. However, the term was originally coined as an “INT” alongside other national security intelligence disciplines, like HUMINT (human intelligence) or OSINT.
The term “social media monitoring” is also used to describe the general practice of gathering and analyzing public social media activity—just not necessarily as an intelligence discipline. “Social listening” describes collecting broader data sets to extract general trends and insights, and is often used within commercial and marketing applications.
Why is social media intelligence valuable for national security?
SOCMINT is valuable in national security for several reasons. The proliferation of social media provides analysts with a plethora of security information that would otherwise be unavailable through other sources—like classified INTs.
Social media intelligence also illuminates broader trends in a target information environment. This provides more holistic insights, especially when other intelligence types focus on key targets rather than general populations.
Social media is often the earliest source of information for breaking events as bystanders provide updates. This gives intelligence teams real-time data necessary for addressing immediate crises and generating timely intelligence. Some national security use cases for SOCMINT include:
- Assessing information environments. Social media data provides situational awareness related to geopolitics, public sentiment, technology developments, and on-the-ground activities in areas of interest.
- Crisis response. Social data provides real-time information for events like natural disasters, public health crises, and terrorist attacks. This data helps intelligence teams stay alerted to breaking events, assess impacts, and respond appropriately.
- Analyzing national security threats. Modern security risks, like disinformation and terrorism, rely on social media to proliferate. SOCMINT helps intelligence teams monitor evolving web-based national security threats.
What challenges does social media intelligence pose?
As a relatively new discipline, social media intelligence has its challenges. Data abundance provides significant opportunities but affects intelligence teams’ ability to provide relevant insight quickly enough. Social media data is plentiful, but analysts lack the resources to sift through it efficiently.
Overloaded with data, analysts also risk oversight. Mainstream social media platforms are well-known to intelligence teams, but more covert sources—like regional, fringe, and anonymized sites—may be overlooked. Intelligence teams without the knowledge or tools to access these sources could face major information gaps, leaving decision-makers misinformed.
There’s also the rise of bot networks and fake accounts, which can make social intelligence analysis challenging. Using social data also raises concerns around privacy. Because social media intelligence is still new, there are questions around data privacy and compliance, even when using open-source information.
How do social media intelligence tools address these challenges?
Intelligence teams require SOCMINT technologies to address these challenges and turn social data into useful insights at scale. Social media intelligence tools vary in their functionality, but generally support scalable data collection, processing, and/or analysis.
Social media intelligence tools enable users to make highly specific queries. This allows analysts to narrow in on relevant data, reducing noise and false positives. Some advanced tools offer machine learning capabilities, which support human analysis by offloading straightforward but time-consuming tasks.
For example, SOCMINT tools powered with machine learning models can help filter relevant data, provide context, generate social media analytics, and visualize patterns. In some cases, AI can help detect bots and fake social media accounts.
SOCMINT tools help intelligence teams address information gaps as data sources evolve. Specialized tools include a wide range of data sources in one interface, covering mainstream social networking sites alongside regional and fringe sites. Data-focused vendors give analysts access to sources they might not know about and may have otherwise been underutilized or ignored.
Not all SOCMINT technology providers have an equal stance on data privacy and compliance. However, reputable providers ensure ethical intelligence practices and service continuity by building compliance into their products. This means adhering to regional privacy regulations like the GDPR, as well as restrictions mandated by mainstream social media companies.
Social media provides a window into the activities of any target audience or region of interest. Paired with other intelligence inputs, this information is highly valuable for national security interests, from situational awareness to crisis detection and response.
However, the benefits of social media data are only attainable when analysts can efficiently translate large datasets into useful intelligence products. By using advanced SOCMINT tools, governments can improve the quality of their intelligence—and the efficacy of their decision-making—without sacrificing timeliness.
Support Cyber and Physical Security Missions With SOCMINT
Intelligence practitioners are witnessing a revolution in how OSINT can be used to support cyber and physical security missions around the world. Learn how Flashpoint helps national security, public safety, and enterprise customers leverage OSINT and PAI, including social media and geospatial intelligence, to protect their people, places, and assets.