 Content there is visible for reasons that are different from on television broadcasts where editors are picking stories, perhaps. On social media, engagement is what drives attention. So if people click on something, view something, it's much easier to get it there. So once you have manipulated content and you spread it by social media, then they can try to tailor it to an individual audience to have an effect. One of the things that these officials said was that Russia in particular was looking to swing opinion in different swing states.