Since anti-vax activists lose on the science and are small in number, they have increasingly begun to rely on social media to inflate their presence. Twitter hashtags are particularly powerful because they transcend organized groups and the standard friend or follower relationships. More than any other social network, Twitter helps citizens to connect and organize in the real world even if they aren’t part of the same physical communities—anyone can participate in a conversation simply by following and using a hashtag.

in December 2014, “hashtag organizers” began to publish nightly “Trends and Tips” (TaTips) instruction videos on YouTube, containing instructions on what to tweet to advance the cause, and to improve the SEO of “vaccine questioning” websites. There are over 150 of these videos now—a testament to how much the anti-vax movement prioritizes Twitter.

n one unfortunate video, a movement leader encouraged supporters to use Twitter to harass and stalk a lobbyist, who has since filed police reports. In a very recent creation, that same leader excoriates her “Twitter army” for diluting the power of the #cdcwhistleblower movement by creating their own hashtags rather than using the ones they’ve been assigned. She also requests that the entire network tweet at Assembly representatives to inform them that their political careers will be over if they vote in favor of SB277.

They haven’t had time to develop telephone etiquette have, either. Back in Slovenia, Telban’s phone rings nonstop. “They really love just to ring me,” he said. He never knows who’s calling, since villagers share the phones, and as soon as he answers, the other person hangs up: They don’t have enough credit for an actual conversation. But Telban doesn’t mind. “They are my friends,” he said. “They’re just saying hello.”