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VOX-Pol Blog post.

This Perspective presents options for operationalizing recent RAND Corporation findings about ISIS opponents and supporters on Twitter. This paper formulates a countermessaging approach for two main communication pathways. First, we articulate an approach for working with influential Twitter users in the Arab world to promote bottom-up and authentic counter-ISIS messaging. Second, we highlight ways that U.S. and partner governments and nongovernmental organizations can use our analysis to more effectively implement top-down messaging to directly counter ISIS support on Twitter. Our original study found that there are six times the number of ISIS opponents than there are supporters on Twitter. We argue that it is critical to empower these influencers by drawing on lessons from the commercial marketing industry. We consequently highlight approaches to identify influencers on social media and empower them with both training and influential content.

The number of programs dedicated to countering violent extremism (CVE) has grown in recent years, yet a fundamental gap remains in the understanding of the effectiveness of such programs. This is particularly the case for CVE campaigns, which are increasingly conducted in the online space. The goal of this report is to help CVE campaign planners better evaluate the impact of online efforts. It reviews prior assessments of online CVE campaigns, provides recommendations for future assessments, and provides a case study of one particular CVE campaign — the Redirect Method. A limited evaluation of the Redirect Method process variables suggests that the implementers are able to use advertisements linking to counterextremist videos to effectively expose individuals searching for violent jihadist or violent far-right content to content that offers alternative narratives. Users clicked on these ads at a rate on par with industry standards. However, as is the case with other CVE evaluations, this partial evaluation did not assess the impact of the video content on user attitudes or behavior. The potentially highly radical nature of the Redirect Method’s target audience makes evaluation of the campaign particularly complicated and therefore might necessitate the recruitment of former extremists to help gauge audience response. Alternatively, it might be advisable to analyze user comments to understand how a subsample of users respond to the content.