In 2010, a paper entitled "From Obscurity to Prominence in Minutes: Political
Speech and Real-time search" won the Best Paper Prize of the Web Science 2010
Conference. Among its findings were the discovery and documentation of what was
termed a "Twitter-bomb", an organized effort to spread misinformation about the
democratic candidate Martha Coakley through anonymous Twitter accounts. In this
paper, after summarizing the details of that event, we outline the recipe of
how social networks are used to spread misinformation. One of the most
important steps in such a recipe is the "infiltration" of a community of users
who are already engaged in conversations about a topic, to use them as organic
spreaders of misinformation in their extended subnetworks. Then, we take this
misinformation spreading recipe and indicate how it was successfully used to
spread fake news during the 2016 U.S. Presidential Election. The main
differences between the scenarios are the use of Facebook instead of Twitter,
and the respective motivations (in 2010: political influence; in 2016:
financial benefit through online advertising). After situating these events in
the broader context of exploiting the Web, we seize this opportunity to address
limitations of the reach of research findings and to start a conversation about
how communities of researchers can increase their impact on real-world societal
issues
