Russian Facebook campaign focused on fanning the flames of racial tension in America

The Russian company charged with orchestrating a wide-ranging effort to meddle in the 2016 presidential election overwhelmingly focused its barrage of social media advertising on what is arguably America’s rawest political division: race.


The roughly 3,500 Facebook ads were created by the Russian-based Internet Research Agency, which is at the center of Special Counsel Robert Mueller’s February indictment of 13 Russians and three companies seeking to influence the election.

While some ads focused on topics as banal as business promotion or Pokémon, the company consistently promoted ads designed to inflame race-related tensions. Some dealt with race directly; others dealt with issues fraught with racial and religious baggage such as ads focused on protests over policing, the debate over a wall on the U.S. border with Mexico and relationships with the Muslim community.

The company continued to hammer racial themes even after the election.

USA TODAY Network reporters reviewed each of the 3,517 ads, which were released to the public this week for the first time by the House Permanent Select Committee on Intelligence. The analysis included not just the content of the ads, but also information that revealed the specific audience targeted, when the ad was posted, roughly how many views it received and how much the ad cost to post.

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Among the findings:

Of the roughly 3,500 ads published this week, more than half — about 1,950 — made express references to race. Those accounted for 25 million ad impressions — a measure of how many times the spot was pulled from a server for transmission to a device.
At least 25% of the ads centered on issues involving crime and policing, often with a racial connotation. Separate ads, launched simultaneously, would stoke suspicion about how police treat black people in one ad, while another encouraged support for pro-police groups.
Divisive racial ad buys averaged about 44 per month from 2015 through the summer of 2016 before seeing a significant increase in the run-up to Election Day. Between September and November 2016, the number of race-related spots rose to 400. An additional 900 were posted after the November election through May
2017.