At a prior meeting, Turnbull told the reporters: “Our job is to really drop the bucket further down the well than anybody else to understand what are these really deep-seated fears, concerns. “It is no good fighting an election campaign on the facts, because actually it is all about emotion.”

Source: Cambridge Analytica Stage-Managed Kenyan President’s Campaigns: UK TV | Top News | US News
The most powerful tool in the propagandists tool kit is fear.
The sole purpose of social media is as a propaganda platform for the purpose of mind control and mass manipulation.