One of the most fascinating aspects of social media for me has always been the psychological angle or behavioral science to it all. Behavioral science is a field that analyses human behavior. It focuses on observing, describing, explaining, predicting, and modifying behavior through systematic observation and manipulation of environmental variables. This can be applied to social media in various ways. Marketers have been doing it for years~ profiling users of social media to better advertise their products or services. In fact, social media can even be used to better understand population dietary behaviors. The review identified 34 studies involving social media analysis (SMA). They took a deep dive on alcohol consumption, dieting and eating away from home behaviors. Twitter was predominant with data sets in tens of millions.
This is nothing new for OSINT researchers, Investigative Journalists, Law Enforcement, and Private Investigators. We have learned just how much you can discover through various platforms from finding a missing child to uncovering financial fraud and everything in between.
We like to start off by examining the age of the person and which platforms they are more likely to be on.
Demographics of Platforms: AGE
The recent data from Pew Research may suggest we should pay closer attention to certain social media platforms based on age. YouTube and Facebook still remain the top two most used platforms across all demographics. This data is a good place to start and may help to uncover different usernames that can later be used to identify other platforms.
Understanding User Behavior
Behavior analysis can be used to study how individuals interact with social media platforms. Researchers can observe and analyze user behavior patterns, such as the frequency of posting, types of content shared, and interactions with others (e.g., likes, comments, shares). How much influence does the user have? Which friends or followers seem to interact with the user the most? In what capacity?
Location: Posts may contain information about a person’s location, such as check-ins or geotags, which can be used to verify alibis or track movements.
Relationships: Posts may reveal a person’s relationships with others, such as friends, family, or acquaintances, which can be used to identify potential suspects or witnesses.
Activities: Posts may provide information about a person’s activities, such as hobbies, interests, or daily routines, which can be used to establish patterns of behavior or gather evidence of illegal activities.
Emotions: Posts may reveal a person’s emotions, such as anger, sadness, or happiness, which can be used to assess their mental state and motivations.
Communications: Posts may contain messages, comments, or other communications with others, which can be used to identify potential witnesses or suspects, and to gather evidence of criminal activities.
Body Language
Technically, body language refers to the nonverbal signals that we convey through our physical movements and gestures, which are typically seen in person. However, in social media videos, you can still convey nonverbal cues through your facial expressions, tone of voice, and posture.
For example, facial expressions can show enthusiasm or sadness, change the tone of your voice will convey different emotions, and gestures may be used to emphasize certain points. Voice inflections can be a sign of stress or anxiety.
Studying a social media post’s background can be very telling as well. For example, a cluttered or messy background may communicate disorganization or lack of attention to detail, while a professional or clean background may communicate professionalism and attention to detail.
Social media posts can provide valuable clues in an investigation, as they can reveal a person’s thoughts, emotions, activities, and connections with others.
There are and will continue to be a wide range of reasons to pay close attention to social media for an investigation of any kind.
In an era dominated by technology, the landscape of romance has had a profound transformation, with virtual dating apps and hookup sites emerging as the new frontier for modern connections. The rise of dating applications and websites has revolutionized the way individuals meet and form relationships, transcending geographical boundaries and traditional social norms. While these apps offer a new and convenient way to find love and companionship, they have also become an interesting new terrain for private investigators, particularly in the context of cheating partners and divorces. The simple accessibility and lack of in-person convictions offered by these dating/hookup applications make it a breeding ground of infidelity, often leading to the discovery of unfaithful partners and contentious divorces. As the world of romance worms it’s way into the digital realm, the skills and tools used by private investigators grows substantially. Not only is there a need to follow and track in real life, but digitally as well. This shift prompts a closer examination of the intersection between virtual dating and the evolving role of private investigators in navigating the complexities of the modern dating landscape.
History of Dating Apps
Reflecting on the 90s, the proliferation of internet access and computers marked the beginning of a transformative era. Increasingly, individuals embraced this novel way of life, culminating in the launch of the first dating app in 1995. Match.comemerged, heralding a significant shift in the realm of romantic connections. The traditional requirement of an in-person “meet-cute” was no longer obligatory, opening the doors to an entirely new dating landscape. Fast forward to the early 2000s, the advent of social media took center stage. Facebook, MySpace, and soon after, Twitter, Instagram, and LinkedIn all became integral parts of the digital lexicon. It becomes evident that as more people flocked to the online sphere, a proportionate surge in the number of single individuals navigating the digital dating realm occurred. In 2012, Tinder emerged, introducing a fresh perspective on online dating.
Tinder
Tinder, originally conceived by its founders, Sean Rad and Justin Mateen, emerged as a significant player in the dating app scene. In a 2014 Time magazine interview, the duo humorously shared that the app’s inception stemmed from Justin Mateen’s agoraphobia, jokingly attributing the need for virtual connections due to a fear of leaving the house. Whether this origin story holds true or not, the app rapidly gained immense popularity, functioning as a technologically advanced rendition of the classic “hot or not” concept. Users are presented with photos of potential matches nearby, with the option to swipe left for a “nope” or right for a “like.” For a match to occur, both parties must swipe right. In 2014, the staggering statistics reflected 500 million daily swipes and 5 million matches. Tinder’s creation marked a cornerstone in the whirlwind evolution of mobile dating apps.
Bumble
Another notable player in the dating app arena is Bumble, crafted by Whitney Wolfe Herdin 2014. Distinguished by its woman-centric approach, this app empowers women by placing control firmly in their hands. Similar to Tinder, users engage in the left or right swipe dynamic, but the key difference lies in the post-match interaction. Once a match is made, it’s the woman who must initiate the first move, setting a 24-hour window for communication. Should the male party not respond within this timeframe, the match dissipates. Bumble has cultivated a global community surpassing 100 million users across six continents, celebrating over 1.5 billion “first moves.” Beyond dating, Bumble expands its offerings to include options for making friends and professional connections, signaling a multifaceted approach to modern connections.
Demographics of Online Dating
The roster of dating apps in the present day continues to expand, featuring top contenders such as Tinder, Match, and Bumble, alongside others like OkCupid, Hinge, E-Harmony, Grindr, HER, and more. According to Pew Research, almost half of online dating users, with approximately eight in ten users under 30, report using Tinder, solidifying its status as the most widely used dating platform in the U.S. The study also reveals that 79% of Tinder users fall within the 18-29 age bracket, in contrast to apps like Match, which only has 9% of users aged 18-29 but peaks at 54% for users between 50-64. The expansive realm of online dating prompts an exploration into how these platforms can be leveraged in online investigations.
In addition to those earnestly seeking love through dating apps, there exists a cohort pursuing different objectives. According to Pew Research, a remarkable 31% of men on dating apps are in search of casual hook-ups or sexual encounters, while women account for 13%.
Are You For Real?
This prompts a contemplation on the authenticity of profiles—how many individuals are genuinely who they claim to be? Does the person boasting a six-figure job truly hold such a position? Is the individual claiming to be 35 truly reflective of their appearance in the posted picture? Moreover, does the seemingly amazing person discovered on a dating app truly lead a single life, or could they be engaging in infidelity within an existing relationship? Investigations often revolve around suspicions of infidelity, as exemplified by Stephanie, a 27-year-old whose story was featured in an article forBustle. Initially in love with her boyfriend, Stephanie’s world crumbled when a friend sent her a screenshot of her boyfriend’s dating profile. Conducting her own inquiry, Stephanie logged into her friend’s profile, messaged him, and asked for his phone number to verify his identity. The phone number matched, unveiling the truth and catapulting Stephanie into the midst of a breakup.
For the Private Investigator
As investigators delve into divorce or custody cases, particularly those involving infidelity, the complexities of utilizing dating apps as evidence come to the forefront. Distinguishing dating apps from social media, despite their similarities, is crucial. Unlike social media platforms, dating apps lack a searchable database by name, often featuring profiles with only first names, introducing additional possibilities and anomalies.The situation becomes more intricate due to the widespread existence of fraudulent profiles, especially on platforms that do not mandate identity verification. While some apps like Hinge or Bumble recommend features like real-time selfie verification for profiles, they are not obligatory, introducing an additional layer of complexity. A recent search for an individual accused of cheating during a divorce revealed the challenges inherent in scrutinizing dating apps. For platforms like Bumble, where a profile is mandatory for searching, investigators employ alias profiles. Premium features, allowing refined searches based on location, age, height, religious and political views, parental status and more enhance the investigative process. Despite comprehensive efforts, our search did not yield a profile. This experience highlighted the significant gaps in understanding the intricacies of navigating dating apps, emphasizing the need for a nuanced approach in such investigations.
Are Dating Apps Searchable?
This brings us to the forefront of a pivotal question: Can dating apps be searched? The answer is yes, but not in the manner one might initially envision. When exploring the prospect of searching through dating apps, numerous considerations come into play. Many of these platforms implement privacy settings that impede effortless user discovery. Some dating apps establish connections through Facebook or other social media platforms, often requesting your phone number. Through algorithms and the covert mechanisms of these applications, the potential exists for discovering mutual connections. Stories often circulate about individuals encountering friends of friends through dating apps, making the world feel strangely small. As previously highlighted, the search functionality plays a crucial role in such investigations. Typically, this feature involves selecting filters based on criteria such as height, age, location, or interests when seeking a specific individual. Adding to the complexity, the process of searching through dating apps may, at times, feel similarly to a game of chance. However, with the right parameters in place, the possibility of encountering your intended profile increases. We conducted our own thorough test to scrutinize the effectiveness of popular software, specifically assessing its capability to detect instances where an individual maintains multiple dating profiles. We subjected our subject to scrutiny using four of the most prominent software platforms, yet none of them successfully retrieved any data from dating apps. Despite yielding accurate information such as multiple social media profiles, correct addresses, and phone numbers, the absence of dating-related data reinforces our assertion. This underscores the notion that for effective searching through dating apps, a manual human touch remains indispensable.
In the ever-evolving landscape of modern romance, dating apps have emerged as a transformative force, reshaping the way individuals connect and form relationships. The journey from the internet’s early days to the present day mirrors the digital age’s progression, marking the birth of dating apps like Match.com and the subsequent rise of social media platforms. As we navigate this digital realm, private investigators find themselves at the intersection of virtual dating and real-life investigations, addressing the complexities introduced by infidelity and divorce cases. The expanding list of dating apps, from Tinder to Bumble and beyond, reflects the diversity of user objectives, leading us to question the authenticity of profiles and the challenges investigators face in uncovering the truth. The prevalence of casual encounters and the blurred lines between reality and online personas further complicate the investigative process. As investigators grapple with these challenges, the need for a nuanced and human-centric approach becomes evident, emphasizing the indispensable role of skilled professionals in untangling the intricate web of digital romance.
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.
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.
LinkedIn is a professional networking platform designed for individuals to connect with colleagues, showcase their professional achievements, and engage in industry-related discussions. While it’s a great platform for professional networking and personal branding, it’s essential to strike a balance and maintain a level of professionalism in your posts and interactions.
If you’re noticing that people on LinkedIn are oversharing, it could be due to various reasons. Some individuals may not be aware of the professional boundaries on the platform, while others might be intentionally blurring the lines between personal and professional content.
What LinkedIn Can Reveal
Depending on your case, and online investigation, searching LinkedIn may not be top of mind. However, it is quickly becoming a platform that you may not be able to afford not to check!
One recent post was from a professional woman who was sharing publicly that she was 5 years sober. She was proud of her accomplishment and wanted everyone to know. She went into quite a bit of detail as to what she went through in her journey to sobriety.
Another recent post was a from a male in his forties who was having a difficult time finding a job. His post was very personal. He wrote about the hardship of his wife having to work two jobs and the toll it was taking on his kids. It was almost like a public outcry for help and it was a very long and detailed post.
I immediately thought of how this information may be very beneficial in our OSINT work. LinkedIn is often thought of as the place to check for employment verification. However, if this is the new trend, it will serve to be much more useful than just that.
Oversharing is not Well Received By All
The Washington Postpublished an article back in August of 2023 on this subject. It is titled, “LinkedIn is getting weirdly personal and not everyone likes it”. The article referenced a recent post by Erika Taylor-Beck who was interviewed for the article. Here is what was written:
“I don’t always have it all together,” she wrote before revealing that she had been sexually abused, had turned to self-harm and binge drinking as coping mechanisms and has struggled with social anxiety and depression. “I share my ‘dirty laundry’ because it has made me who I am. … I’m grateful, and I want to help others get here too.”
Taylor-Beck, 40, made these confessions along with words of encouragement on LinkedIn, the social network more than 930 million people use globally for professional networking and job searching. As a vice president of e-learning and health-care compliance company Relias, she wanted to lead by example.
“I wanted to create a culture where folks felt like they could bring their whole selves to work,” she said. “So sharing my experiences so you feel safe to share yours.”
Research shows that people get positive mental effects from expressing personal elements about themselves to others, said Sunny Xun Liu, associate director of the Stanford Social Media Lab, which studies the psychological and interpersonal processes of social media. But how others perceive these confessions may not always be equal, she added.
“For men [mostly leaders] … people will think they’re competent,” she said. “But for lower ranks [and sometimes women], people may think they’re less competent.”
LinkedIn Searching
Search and Boolean Operators: Use LinkedIn’s search functionality with specific keywords and Boolean operators to narrow down results. This can help you find individuals or companies with specific characteristics.
Reviewing Recommendations and Endorsements: Recommendations and endorsements on LinkedIn can offer additional insights into an individual’s professional strengths and relationships.
Metadata and Timestamps: Pay attention to timestamps on posts and updates. This information can be crucial for establishing timelines and understanding the sequence of events.
Saved Articles and Publications: LinkedIn allows users to save articles and publications. Reviewing what a person finds valuable or informative can provide insights into their interests and expertise.
Consistency Checks: Cross-reference information gathered from LinkedIn with data from other sources to verify its accuracy and ensure consistency.
Conducting an online investigation on a corporation involves gathering information about the company from a variety of online resources. It is used for many purposes; some of which include, gaining insights to its operations, financial health, reputation and more. A PI investigating a corporation typically follows a systematic approach to gather information, uncover potential wrongdoing, and provide valuable insights to their clients. This includes collecting publicly available information about the corporation. Researching its history, key personnel, financial records, public statements, news articles, etc… There are several different reasons why a corporation might hire an Investigator to conduct online research. Some of the most common are listed below.
Due Diligence: Investigations on corporations for potential investors, partners, or clients. This might involve verifying financial information, assessing the company’s reputation, investigating key executives, and uncovering any hidden risks.
Intellectual Property Theft: Looking into cases of intellectual property theft or industrial espionage. PIs can gather evidence to identify culprits and prevent further theft.
Competitive Intelligence: Assisting companies by gathering online information about their competitors, including market strategies, product developments, and potential vulnerabilities.
Corporate Security Assessments: PIs might be hired to assess a corporation’s security protocols, vulnerabilities, and potential threats, helping the company improve its security measures.
Insurance Fraud: Private investigators can assist insurance companies in investigating potential fraudulent claims made by corporations, such as property damage or liability claims.
Litigation Support: Private investigators can provide evidence and information that supports legal cases involving corporations, such as in cases of contract disputes, intellectual property infringement, or wrongful termination.
Online Resources to Use
We use several online resources, but the few mentioned below are worth mentioning. Like any other deep web dive, each site potentially offers breadcrumbs that can be used in your investigation.
Open Corporates (https://opencorporates.com ) Collects and aggregates data from various public sources, such as company registers, government records, and other official documents. The platform then organizes and presents this data in a standardized format, making it easier to search and analyze. Users can access information about a company’s legal status, ownership, financial history, and more. Ripoffreport (https: ripoffreport.com) is a consumer complaint website that allows individuals to post complaints and reviews about businesses, products, and services.
Glass Door (https://www.glassdoor.com) This site is a job and recruiting website that allows employees and former employees to anonymously review companies and their management, provide salary information, and share insights about the interview process.
LittleSis (https://littlesis.org/) This site is used for tracking and researching the connections and relationships among powerful individuals, organizations, and corporations in the United States. It allows users to create and access profiles of influential people, companies, politicians, and non-profit organizations. These profiles include information on their affiliations, board memberships, political contributions, financial interests, and other relevant data.
Crunchbase (https://crunchbase.com) is a platform that provides information about companies and startups, including their funding, key personnel, products or services, and other relevant business details.
Corporate Case Study
We were hired recently to conduct several deep web scans on companies and their C-Suite executives. The Investigator worked with a client who was about to do some major business with three businesses and wanted to know everything about them before jumping into a business relationship. When completed, one could get an excellent picture of the overall reputation of the companies. The group of companies were business to consumer, so there were a lot of online reviews from various sites from Amazon to Yelp. Social media played a significant role. Newspaper articles published online were included as well as company generated press releases. As you can imagine, it was a large report.
Don’t forget About the Employees
The next step in our corporate case study was to identify online profiles and information on key executives in each organization. Why was this important? By conducting this research, it revealed how the employees felt about working for the company. It also ruled out any social media violations in the workplace. Our research included looking for any of the following areas of interest.
Sharing Confidential Information: Posting sensitive company information, trade secrets, financial data, or proprietary information on social media platforms without authorization.
Harassment and Bullying: Using social media to target, harass, or bully colleagues, supervisors, or other individuals within or outside the organization.
Discriminatory Remarks: Making discriminatory comments, including those related to race, gender, religion, sexual orientation, disability, or other protected characteristics, which can create a hostile work environment.
Defamation and Libel: Making false or damaging statements about the company, coworkers, or management that could harm their reputation or result in legal consequences.
Negative Publicity: Sharing negative opinions, complaints, or criticism about the company, products, or services, which could potentially harm the company’s image or business relationships.
It always amazes me what people will post online. Even in the age of increased privacy awareness, people get carried away sometimes with the personal information they post online. It may have been posted years ago but can come back to haunt them in an investigation.
