Social networking sites are a critical factor in deciding what’s influential in search results. The darker sorts created tools to help them game the system: XRumer, SEnuke, Hrefer, ScrapeBox, Ignite SEO. The tools automate two key processes: spamming blogs and forums with comments and creating fake social media profiles that let them share, like or +1 their own sites and pages in massive numbers. Facebook CSO Joe Sullivan has to confront a million headaches on a daily basis.”]