In the world of OSINT and Social Media, Cultural Intelligence is the understanding of the role culture plays in your subject’s day to day life. It can play a part in their interests, hobbies, word choices, religion, work, etc.. For instance, social media posts might include specialized language that becomes understandable only when we possess sufficient knowledge about the culture, enabling us to recognize distinctive word choices, iconology, or symbols.

A few years back we wrote, “The Role Culture Plays in Social Media Research” which provided some real life examples of how different cultures use language. During a recent search, our Senior Spanish Analyst uncovered a post that would lead the average person to think this individual was talking about her son. She called our person of interest her “Mijo” or “Hijo“ translated literally to mean son. Upon further investigation, our analyst knew from other data resources, that this woman was not his mother. It did indicate; however, she was a fan of his. Someone whom this woman held dear. The word son in Spanish can be used as a term of endearment or for someone you feel affection for.

Examples of Cultural Differences in Social Media

Self-Promotion vs. Humility:

In some Western cultures, self-promotion is common, and individuals may openly share their achievements and successes on social media.
In certain Asian cultures, humility is valued more, and individuals may be more reserved in showcasing personal accomplishments to avoid appearing boastful.

Use of Emoticons and Emoji:

Different cultures may interpret emoticons and emojis differently. For example, a smiley face may convey happiness in one culture but could be perceived as insincere or sarcastic in another.

**LEaF Translations

Hashtag Usage:

The use of hashtags varies across cultures. While some cultures may embrace and create trending hashtags for various causes, others may not use them as frequently or may have different conventions for their use.

Personal vs. Professional Branding:

Cultural norms influence the balance between personal and professional content. In some cultures, people may seamlessly integrate personal and professional aspects of their lives on social media, while others maintain a clear distinction.

Social Media Posting

Frequency and Timing of Posts:

Cultural expectations regarding the frequency and timing of social media posts can differ. Some cultures may value regular updates, while others may prefer more selective and thoughtful sharing.

Response to Conflict:

Cultural norms play a role in how individuals respond to conflicts or disagreements on social media. Some cultures may prioritize maintaining harmony and avoid public confrontations, while others may engage in more direct debates.

Privacy Settings and Sharing:

Attitudes towards privacy impact how individuals configure their privacy settings. Some cultures may be more comfortable with public profiles, while others prefer stricter privacy controls.

Visual Content Preferences:

Cultural aesthetics influence the types of visual content shared. For instance, certain cultures may appreciate minimalist and clean designs, while others may prefer more vibrant and intricate visuals.

Community Building:

Cultural values shape the formation and participation in online communities. Some cultures may place a strong emphasis on building supportive and inclusive communities, while others may focus more on individual expression.

Language and Multilingualism:

Multilingualism is common on social media, and cultural context affects language use. Some cultures may use a mix of languages in their posts, reflecting the diversity within their community.

These examples highlight the diverse ways in which cultural differences manifest on social media platforms, influencing user behavior, content creation, and interaction styles. This is helpful when investigating a person of interest which may lead to critical information regarding your case.