Paul Quigley thinks about “shades of grey” a lot. You have to when your entire business is tracking social media activity. Quigley heads up NewsWhip, an Irish social media analytics company that has been working with corporations, media organisations, and public relations firms for over a decade. In that time, he has witnessed great changes in how social media platforms operate, how things go viral, how information and falsehoods spread, and what the real-world effect of what happens online can be. With the US presidential election less than a week away, all eyes are on this very topic. Since the…

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