Facebook pages offer an easy way to reach out to a very large audience as they can easily be promoted using Facebook's advertising platform. Recently, the number of likes of a Facebook page has become a measure of its popularity and profitability, and an underground market of services boosting page likes, aka like farms, has emerged. Some reports have suggested that like farms use a network of profiles that also like other pages to elude fraud protection algorithms, however, to the best of our knowledge, there has been no systematic analysis of Facebook pages' promotion methods. This paper presents a comparative measurement study of page likes garnered via Facebook ads and by a few like farms. We deploy a set of honeypot pages, promote them using both methods, and analyze garnered likes based on likers' demographic, temporal, and social characteristics. We highlight a few interesting findings, including that some farms seem to be operated by bots and do not really try to hide the nature of their operations, while others follow a stealthier approach, mimicking regular users' behavior.
Beutel al @cite_13 proposed a technique to detect fake likes based on identifying groups of users who liked a set of pages within a given time period. However, their technique does not rely on ground truth data, so it is unclear whether or not the detection mechanism blocks all fake likes, or actually only those exhibiting a certain pattern. By contrast, we focus on actively measuring like fraud activities by means of honeypots, i.e., attracting fake likes to empty pages, through payment. We elicit and study ground truth data, and highlight how some like farms actually try to emulate behavior of regular users and thereby stay below the detection radar. Nonetheless, our work serves as the starting point for improved fake like detection and can complement techniques from @cite_13 .
@cite_13
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Facebook pages offer an easy way to reach out to a very large audience as they can easily be promoted using Facebook's advertising platform. Recently, the number of likes of a Facebook page has become a measure of its popularity and profitability, and an underground market of services boosting page likes, aka like farms, has emerged. Some reports have suggested that like farms use a network of profiles that also like other pages to elude fraud protection algorithms, however, to the best of our knowledge, there has been no systematic analysis of Facebook pages' promotion methods. This paper presents a comparative measurement study of page likes garnered via Facebook ads and by a few like farms. We deploy a set of honeypot pages, promote them using both methods, and analyze garnered likes based on likers' demographic, temporal, and social characteristics. We highlight a few interesting findings, including that some farms seem to be operated by bots and do not really try to hide the nature of their operations, while others follow a stealthier approach, mimicking regular users' behavior. Social media is becoming popular for news consumption due to its fast dissemination, easy access, and low cost. However, it also enables the wide propagation of fake news, i.e., news with intentionally false information. Detecting fake news is an important task, which not only ensures users receive authentic information but also helps maintain a trustworthy news ecosystem. The majority of existing detection algorithms focus on finding clues from news contents, which are generally not effective because fake news is often intentionally written to mislead users by mimicking true news. Therefore, we need to explore auxiliary information to improve detection. The social context during news dissemination process on social media forms the inherent tri-relationship, the relationship among publishers, news pieces, and users, which has the potential to improve fake news detection. For example, partisan-biased publishers are more likely to publish fake news, and low-credible users are more likely to share fake news. In this paper, we study the novel problem of exploiting social context for fake news detection. We propose a tri-relationship embedding framework TriFN, which models publisher-news relations and user-news interactions simultaneously for fake news classification. We conduct experiments on two real-world datasets, which demonstrate that the proposed approach significantly outperforms other baseline methods for fake news detection. Detecting fake accounts in online social networks (OSNs) protects OSN operators and their users from various malicious activities. Most detection mechanisms attempt to predict and classify user accounts as real (i.e., benign, honest) or fake (i.e., malicious, Sybil) by analyzing user-level activities or graph-level structures. These mechanisms, however, are not robust against adversarial attacks in which fake accounts cloak their operation with patterns resembling real user behavior. We herein demonstrate that victims, benign users who control real accounts and have befriended fakes, form a distinct classification category that is useful for designing robust detection mechanisms. First, as attackers have no control over victim accounts and cannot alter their activities, a victim account classifier which relies on user-level activities is relatively harder to circumvent. Second, as fakes are directly connected to victims, a fake account detection mechanism that integrates victim prediction into graphlevel structures is more robust against manipulations of the graph. To validate this new approach, we designed Integro, a scalable defense system that helps OSNs detect fake accounts using a meaningful a user ranking scheme. Integro starts by predicting victim accounts from user-level activities. After that, it integrates these predictions into the graph as weights, so that edges incident to predicted victims have much lower weights than others. Finally, Integro ranks user accounts based on a modified random walk that starts from a known real account. Integro guarantees that most real accounts rank higher than fakes so that OSN operators can take actions against low-ranking fake accounts. We implemented Integro using widely-used, open-source distributed computing platforms in which it scaled nearly linearly. We evaluated Integro against SybilRank, the state-of-the-art in fake account detection, using real-world datasets and a largescale deployment at Tuenti, the largest OSN in Spain. We show that Integro significantly outperforms SybilRank in user ranking quality, where the only requirement is to employ a victim classifier is better than random. Moreover, the deployment of Integro at Tuenti resulted in up to an order of magnitude higher precision in fake accounts detection, as compared to SybilRank. Users increasingly rely on the trustworthiness of the information exposed on Online Social Networks (OSNs). In addition, OSN providers base their business models on the marketability of this information. However, OSNs suffer from abuse in the form of the creation of fake accounts, which do not correspond to real humans. Fakes can introduce spam, manipulate online rating, or exploit knowledge extracted from the network. OSN operators currently expend significant resources to detect, manually verify, and shut down fake accounts. Tuenti, the largest OSN in Spain, dedicates 14 full-time employees in that task alone, incurring a significant monetary cost. Such a task has yet to be successfully automated because of the difficulty in reliably capturing the diverse behavior of fake and real OSN profiles. We introduce a new tool in the hands of OSN operators, which we call SybilRank. It relies on social graph properties to rank users according to their perceived likelihood of being fake (Sybils). SybilRank is computationally efficient and can scale to graphs with hundreds of millions of nodes, as demonstrated by our Hadoop prototype. We deployed SybilRank in Tuenti's operation center. We found that ∼90 of the 200K accounts that SybilRank designated as most likely to be fake, actually warranted suspension. On the other hand, with Tuenti's current user-report-based approach only ∼5 of the inspected accounts are indeed fake.