The Social Intelligence Model draws on extensive operational experience of the National Intelligence Model designed for law enforcement and intelligence services, adapted to the social and political landscape and accounting for progress in the fields of big data, psychometrics, and hybrid warfare.
It has been designed to impact operations and campaigning at an international, national, regional, and local level.
International and National
Operations and campaigns operating at a national or international level requiring proactive identification of incoming activity (benign and hostile) and identifying outward facing opportunities for engagement and development, including the creation and/or enhancement of partnership opportunities and collaborative arrangements. National level activities include the creation and influence of domestic and foreign policy, creation and/or enhancement of legislative and regulatory frameworks, and national or international trade arrangements or contingency arrangements. In the case of inbound hostile activity the model requires a co-ordinated response incorporating preventative measures. The ability to work cross-border is crucial.
Operations and campaigns at a regional or inter-regional level, often dealing with cross-pollinating issues of infrastructure and industry or agriculture where campaign issues have points in common or demographics are not dissimilar. Issues will be identified at a national or regional level but may be capable of resolution at a local or regional level through regionally co-ordinated campaigns or operations with or without national strategic support. Regional adaptation of national campaign or operational activity will enhance national level effectiveness. Key regional issues will be the identification of thematic interest areas and campaign objectives and their delivery. Collection and exchange of quality data and the provision of jointly deployable resources are also highly important at this level.
Operations or campaigns at a constituency, town, or street level affecting an often highly localised area and specific demographic within that area. The scope of campaign and operational activity at this level will likely be more wide ranging than national or regional level and may vary from the nano-trivial to the more serious – often with an impact capable of national attention, dependent on media coverage.
At this level key issues include the ability to handle fast-moving issue volume and the capability of deploying feet on the street as part of operational and campaign response options. Local issues are highly impactive on reputation and subsequently carried a weighted level of risk and potential campaign contagion.
All three operational levels must account for the potential of inter-level and cross-border issues because not all campaign and operational issues can be captured, contained, or responded to within a single level of the model – they are co-operative and inter-dependent.
This is particularly relevant in the social media environment as geographical constraint has been effectively lifted. Subsequently, the model builds in the inward and outward access to intelligence products and information to ensure patterns of activity are identifiable and to safeguard the identification of issues and potential issues even at the highest level of analysis. This is the reason for the introduction of a standard model incorporating a recognisable data collection, analysis, tasking, briefing, and feedback mechanism, across all areas of business within the model.
The model is also scalable, meaning levels of business can be removed to suit the needs of the end user, though standard practices should be retained in order to provide for potential integration and merger of campaigns or operations. The processes and standard practices at all levels are subsequently identical, though the nature of information and data will change depending on the level of operational deployment. This is deliberately designed to broaden common understanding of the purpose, nature, and use of the social media intelligence model.
The model is built upon interlocking components which create a campaign and operation control capability capable of transitioning from a 'problem' to a 'solution'.
The disinformation ecosystem is generally misunderstood and currently dominates the operational arena, creating a live, hostile environment in which threat actors are thriving. Current counter-measures are trapped at the far end of responding to problem after it is embedded. The Social Intelligence Model is aimed at co-ordinating the efforts in the response space while moving into the currently vacant proactive and predictive spaces, allowing for the coherent introduction of policy concepts as well as investigative control measures.
The central approach to the problem is to break the ecosystem down into component parts, analysing and neutralising each as any organised criminality would be dealt with.
The core process of the model is not complex by design, whereas data feeds and intelligence handling practices themselves are. So, the model streamlines the allocation of expertise into a format which functions for all involved. Input can come from anywhere, from conversations, to news articles, to API data from online platforms, without restriction. It is then funnelled into a sterile corridor where the information is processed, assessed, analysed, translated, and formatted into outputs for specific audiences with varying levels of approved access to product. This always feeds management information, to aid decision-making and prioritisation, and forms the basis of a tasking and briefing process. The process is kept sterile to ensure no external influence impacts output.
The sterile corridor within the core process fulfils an essential function, in particular in a hostile operating environment. Everything outside the corridor is pliable, from the data itself to deliberately corrupted intelligence from human sources. Maintaining the sterile corridor within the model cuts external influence down and allows the study of even corrupt information in order to produce counter-strategies.
The process itself is also protected from imitation or disruption, mitigating the ability of any third party to impact output operations or reduce effectiveness.
The model follows a constant cycle in which new information joins pre-processed information which has generated tasking and subsequent feedback. This enhances not only understanding of the landscape but ownership of its formation.
Within the cycle the information is processed constantly, sanitising it and assessing it to ensure veracity and reliability before it progresses into the analysis process. The analytical process draws together multiple feeds to generate an informed operating landscape in which risk is then assessed, scored, and then reviewed. Risk-weighted analytical product forms the basis upon which problems are identified and further investigated. The tasking process is built upon the analysis, creating meaningful actions addressing live issues and predictable issues before they occur. These tasks are then allocated through the briefing process, in audience specific format in line with sharing protocols appropriate to the recipients. Feedback and performance metrics then continue to inform the process as the results are fed directly back into it.
The Social Intelligence Model core process and the intelligence cycle inform and direct information campaigning as a key reactive and proactive output. Where the intelligence process identifies a problem area, a key message will be designed to address the problem. This is then translated into a staged tasking process, preparing the groundwork for a campaign with content, followed by an active social campaign feeding engagement back towards the content. The performance of the front end and back end campaigns then informs the intelligence cycle as to the success of the campaign.
Where the intelligence process identifies an active disinformation campaign, the combat technique follows exactly the same process, identifying the counter-message and deploying an engagement campaign.
The Social Intelligence Model follows a set framework, identifying key threats from the disinformation ecosystem and their individual intelligence assessment and analysis requirements, as well as setting out our disruption, engagement, and prevention objectives and methods which will be deployed.
Through this structured approach, the model is agile, flexible, and responsive to changes in both demand and threat.