Here's why memes are so effective and hard to counter, especially when we see right through MSM lies and immediately respond (or even better, when we anticipate their reaction and blow holes in their explanations before they ever even publish it the first time).

From page 21 of the PDF ( linked here - https://files.catbox.moe/0ohiap.pdf )

• The Information Contest: The flow of information (intelligence and influence) is as important to insurgents as it is to counterinsurgents. A COIN campaign should seek to limit the intelligence available to the insurgents through use of counterintelligence, deception and where possible their physical separation from the populace. Similarly, the ability of the insurgents to exert influence should be restricted by physical separation and by the pre-emption and timely countering of their messages.

Influence activities (actions and messages) can be proactive or reactive. Being proactive gives a significant influence advantage, since the first impression or report of an event that reaches a population will often receive the widest exposure and will subsequently be most resistant to alternative accounts.

The insurgents that are most effective in this field design whole operations to support their influence themes.

Successful COIN requires an approach to influencewhich is similarly proactive, entrepreneurial and prolific in ‘selling’ messages.

That said, the imperative to counter insurgent messages demands a reactive element to our influence activities.

Speed is of the essence. The longer it takes for a rebuttal, denial or counter-message to be released, the less relevant and effective it will be. Cumulatively, whichever protagonist (insurgent or counterinsurgent) is fastest at processing the cycle of messaging will have a significant advantage in gaining influence.

Some of the counterinsurgents’ delay in response will be derived from the need to investigate events and establish facts (a constraint from which insurgents are often exempt), though a holding response is generally preferable to silence. Less justifiable is the delay inherent in lengthy approvals processes.

The time sensitivity of reactive influence requires counterinsurgents to employ delegation of authority, universal understanding of the narrative and a degree of risk-tolerance throughout the command chain. This has strong parallels to the military concept of the OODA loop (Observe – Orient – Decide – Act) and the theory of the mission oriented approach.