For each source, the team would try to verify the sender of the information (when possible), the content of the information and the context. For each of those components the team would also try to establish if something could be 100 percent verified, or only partly verified. For information coming via social media, the below image shows the decision tree model used by administrators in the verification process. For a full version of the diagram, see page 120 The first step was to perform an online search of the information and its source to identify all possible digital traces of that person, and the piece of content. (For example, we examined other social media accounts, mentions by media articles, information about university, affiliations, etc.). The search was aimed at determining if the person was a reliable source, and if there was a trace of the information they provided elsewhere online. The second step was to use the information collected to build a profile of the person, as well as a profile of the content they provided. For each of the 5Ws - who, what, when, where and why - administrators had to carefully determine what they could prove, and what they could not. For multimedia content, the source verification protocol was the same, but we had a different path for the content. Photos and video were verified by looking for any identifiable landmarks, and by performing an analysis of the audio (to listen for language, dialects, slang words, background noise, etc.), clothes and of light (artificial or natural), among other elements in the content. When a piece of information could not be verified with a sufficient degree of certainty, the report was sent back to an electoral monitor or a reporter on the ground for real-time, inperson verification. 33