Cambridge Analytica is a very sophisticated, social media-based, propaganda operation:

The plot thickened when I learned that a company called Cambridge Analytica secretly registered in 2013 to influence U.S. elections. They sent a psych student named Aleksandr Kogan to buy Kosinski’s and Stillwell’s information gathering techniques. But when Kogan was turned down, he moved to Singapore and changed his name to Dr. Spectre, while Cambridge Analytica copied the inventors’ highly efficient people search engine model and used it for sinister use.
Instead of blanket advertising, Cambridge Analytica individually and covertly targeted voters of a precise age, opinion, preference, and voting district with “dark post” newsfeed messages specifically designed to sway their votes, according to an article titled “The Secret Agenda of a Facebook Quiz,” which appeared in the New York Times. Its mother company, Strategic Communication Laboratories (SCL), was the foremost election management agency. They conducted “psyops,” psychological operations of mass propaganda aimed at people’s emotions, to “manage” elections and refine their operations in Nigeria, Nepal, the Ukraine, Eastern Europe, Afghanistan, and Pakistan.
 

Source: The key to the kingdom: psychometrics – The Mountain Times