Study finds disinformation spread on social media follows coordinated system

A new investigation commissioned by Lithuania’s Radio and Television Commission (LRTK) reveals that disinformation on social media operates as a structured, multi-platform mechanism, with different networks playing specialised roles in its dissemination, LRT reports.

The data analysis, conducted by research firm Repsense, shows that false narratives are distributed simultaneously across various channels, forming a coordinated campaign. LRTK chairman Mantas Martišius emphasised that understanding how such content is manipulated is now as critical as analysing the falsehoods themselves.

According to Repsense director Mykolas Katkus, the messaging app Telegram—though used by relatively few in Lithuania—serves as the primary testing ground for Russian propaganda. “Ideas are formulated there first, then state-backed propaganda machinery amplifies them before they spread into Europe,” he explained. The curated content later migrates to platforms like TikTok and Facebook, where it is tailored to local audiences.

The study found that negative narratives targeting Lithuania’s government, NATO, or broader political systems dominate the disinformation flow. Katkus noted that bot networks and fake accounts—some controlling up to 15 profiles—actively push the content into groups, both genuine and hijacked, to stimulate user engagement. “The goal is to exploit discontent, targeting those already critical of the state or prone to outrage,” he said.

Martišius warned that traditional fact-checking methods, such as cross-referencing sources, are less effective today due to coordinated repetition of lies across platforms. “Human error is inevitable,” he admitted, urging users to question emotionally charged or unfamiliar information first. While some Lithuanian social media users flag suspicious content, much of it still circulates widely.

The LRTK chief advised the public to ask three key questions when encountering dubious posts: whether the information is new to them, whether it provokes strong negative emotions, and whether it aligns with known facts.