Post-hoc Evaluation of Nodes Influence in Information Cascades: The Case of Coordinated Accounts

In the last years, social media has gained an unprecedented amount of attention, playing a pivotal role in shaping the contemporary landscape of communication and connection. However, Coordinated inauthentic Behaviour (CIB), defined as orchestrated efforts by entities to deceive or mislead users about their identity and intentions, has emerged as a tactic to exploit the online discourse. In this study, we quantify the efficacy of CIB tactics by defining a general framework for evaluating the influence of a subset of nodes in a directed tree. We design two algorithms that provide optimal and greedy post-hoc placement strategies that lead to maximising the configuration influence. We then consider cascades from information spreading on Twitter to compare the observed behaviour with our algorithms. The results show that, according to our model, coordinated accounts are quite inefficient in terms of their network influence, thus suggesting that they may play a less pivotal role than expected. Moreover, the causes of these poor results may be found in two separate aspects: a bad placement strategy and a scarcity of resources.