Robert Fico’s social media activity exploded after his December 2024 meeting with Vladimir Putin, with a 2 January 2025 video accusing Ukrainian President Zelensky of halting gas transit through Ukraine—allegedly costing Slovakia €500 million annually and raising EU energy prices by up to €70 billion—garnering over 827,000 views, 10,000 comments, 31,000 likes, and 4,500 shares. An analysis by the Investigative Centre of Ján Kuciak (ICJK), an organisation founded after the 2018 murder of investigative journalist Ján Kuciak to continue his work, found that 21% of comments came from inauthentic profiles, twice the rate previously observed, with 10% originating from Czech accounts. Using emotionally charged topics like Ukraine and the Handlová shooting—an assassination attempt he survived—Fico has bypassed traditional media scrutiny to rally support online. These tactics, relying on fake accounts and disinformation, undermine public trust and democratic integrity, demanding urgent intervention.
Prime Minister Robert Fico, experienced an extraordinary surge in engagement on Facebook following his December 2024 meeting with Russian President Vladimir Putin. An analysis by the Investigative Centre of Ján Kuciak (ICJK) reveals troubling signs of manipulation, with inauthentic profiles and Russian propaganda narratives playing a central role in shaping public discourse.
Unprecedented Engagement After Putin Meeting
On 2 January 2025, Fico posted a video from a luxury hotel in Hanoi, Vietnam, accusing Ukrainian President Volodymyr Zelensky of sabotaging Slovakia and the EU by halting gas transit through Ukraine. Claiming this decision cost Slovakia €500 million annually and raised energy prices across the EU by €60–70 billion, Fico framed Zelensky as a direct threat to European stability. The video generated 10,000 comments, 31,000 likes, 4,500 shares, and over 827,000 views within days. However, ICJK’s analysis of nearly 9,000 comments revealed that 21% originated from accounts exhibiting signs of inauthenticity—a stark increase from the 10% detected in past studies.
Robert Fico’s dominance on Facebook predates his meeting with Vladimir Putin, with engagement rates consistently far surpassing both domestic and international figures. For over two years, Fico’s interaction levels have dwarfed his Slovak opponents and even global figures like Kamala Harris during her campaign against Donald Trump. A single Christmas tree post by Fico outperformed global superstars like Beyoncé in likes, despite her having 200 times more followers. His account has been found to include fake followers from regions like Bangladesh and Sri Lanka, as well as purchased likes and bot-driven activity, creating an artificially inflated presence. Meta is reportedly aware of these practices and is evaluating potential actions against his account for deliberate violations of platform policies.
Coordinated Manipulation and Propaganda
ICJK used the Esuit tool to analyse 3,000 comments downloaded from Fico’s video. Of these, 687 comments came from 471 accounts flagged for suspicious activity, including fake names, stock photos, or limited engagement history. Notably, 10% of these inauthentic comments were in Czech, underscoring the cross-border influence of pro-Russian narratives.
Jakub Goda, a publicist and social media expert, suggested that this spike in inauthentic interactions could indicate a coordinated effort to amplify Fico’s messaging. “Smer has a history with fake commenters; this wouldn’t be surprising. Russian propaganda on social media is well-documented, and Fico’s profile would naturally attract more attention after a meeting with Putin,” Goda stated.
Peter Jančárik, an expert on disinformation, highlighted the corrosive impact of inauthentic profiles. “These commenters don’t need to reflect reality; their narratives flood and poison public discourse,” Jančárik warned.
Patterns Across Fico’s Posts
The ICJK compared this analysis to earlier studies of Fico’s Facebook posts, noting consistent patterns of inauthentic engagement. For example, a video posted after the Handlová shooting in 2024, where Fico urged reconciliation, also saw significant activity from inauthentic accounts.
Filip Struhárik, a journalist and social media analyst, emphasised the emotional power of Fico’s messaging. “It’s natural for posts addressing high-stakes political moments to draw more engagement, especially when they provoke strong reactions,” Struhárik explained.
Beyond Fico’s domestic base, Czech commenters made up 10% of the suspicious activity on the 2 January video, compared to smaller proportions in past analyses. Goda noted, “Topics like Ukraine and the Handlová shooting attract cross-border attention, particularly among pro-Russian Czechs. This reflects the shared dynamics of Slovak and Czech online spaces, visible during the COVID pandemic and other disinformation campaigns.”
Exploiting Vulnerabilities in Social Media
Miroslav Mikuláš from the platform elv.au offered additional insights into the goals of inauthentic accounts. “These profiles create the impression of widespread agreement with their views, planting frustration and doubt among dissenters. The aim isn’t to convince but to demoralise opponents and dominate the online space,” Mikuláš explained.
ICJK’s study identified repeated activity from inauthentic profiles across multiple Fico posts. While 360 of these profiles commented only on the 2 January video, others appeared under multiple posts, revealing a deliberate strategy to sustain influence.
Broader Implications for Democracy
The findings point to a dangerous erosion of trust in public discourse. By weaponising social media, Fico and his supporters are reshaping narratives and sowing division. Jančárik underscored the urgency of addressing these manipulative practices. “Stronger transparency and regulation are essential to safeguard democratic processes,” he said.
Fico’s reliance on Facebook as a primary communication channel highlights the platform’s potential to amplify divisive rhetoric. From blaming Zelensky for economic woes to leveraging emotional moments like the Handlová tragedy, his posts underscore the strategic use of social media to bypass scrutiny and consolidate a loyal following.
The rise in inauthentic activity also raises questions about the role of Russian propaganda in Slovak politics. Goda concluded, “The connection between heightened interaction and Fico’s meeting with Putin suggests an alignment of interests that shouldn’t be ignored.”
Source: Karolína Kiripolská, Matej Kyjovský, Petra Pavlovičová | ICJK