ABSTRACT
Chapter 4 explores the Zetas cartel. The Zetas is a criminal organization that transformed the drug trafficking business in Mexico. This group originated in the state of Tamaulipas, and emerged from the Gulf cartel, for which they served as the armed wing until 2008–2009. The Zetas are best known for their hyper-violence and the brutal fashion in which they conduct their business. They are also known for the rapid growth and significant territorial expansion they achieved at the height of their power, c.2010 and 2012. The Zetas’ Facebook social network analysis exhibits a complex decentralized network. The study shows that their level of decentralization gives roots for additional subnetworks to emerge, mimicking their physical structures. In this case, the early detection of emerging cells was possible. The Zetas’ social media presence is not as prominent as that of the Sinaloa cartel. Nevertheless, this group follows a specific strategy: psychological warfare. They use social media mostly to incite terror and send threatening messages.
