1. A method comprising: computing a trust antecedent from a message; computing a recipient antecedent from recipient social media information; combining the computed trust antecedent and computed recipient antecedent, and predicting a perception of credibility towards the message with the combined antecedents; computing one or more motivators from one or more message recipients; returning an action propensity prediction measurement from the motivator computation as a trust measurement for the message, the prediction measurement including a combination of the predicted perception of credibility and the motivator computation; and identifying a message recipient from the returned prediction measurement, and sending the message to the identified recipient.