Posts Tagged ‘perceptions’

Will buying “likes” on Facebook and Twitter translate into votes?

November 29, 2013

Perception can be reality. And fake “likes” are being used to generate fake perceptions of popularity and goodness. Whether humans are dumb enough to be taken in by fake perceptions and whether perceptions can be converted into real voters and customers remains to be seen.

The assumption within the public relations and advertising industry is that  buying “likes” on social media actually leads to some advantage for the person/thing/company being liked. Clearly some companies perceive “likes” as being an effective – if unproven -advertising form. There seems to be no shortage of people offering ways of buying and boosting “likes”. Offers are readily available to arrange “2000 Facebook likes for only $17, or 5000 for $35 or 100,000 for $500”. Carlo De Micheli and Andrea Stroppa have been looking at Twitter and the underground market

De Micheli and Stroppa

De Micheli and Stroppa

 

We estimated fake accounts make up for 4% of Twitter’s user base

Does this make sense?

  • Facebook makes it harder to create fake accounts yet openly declares: “As of June 30, 2012, we estimate user-misclassified accounts may have represented approximately 2.4% of our worldwide MAUs and undesirable accounts may have represented approximately 1.5% of our worldwide MAUs. 
  • Every account can follow up to 2000 people. 
  • By statistically excluding overlapping fake accounts, just on the 12 main marketplaces (Fiverr, SeoClerks, InterTwitter, FanMeNow, LikedSocial, SocialPresence, SocializeUk,  ViralMediaBoost), it turns out there are around 20M fake followers on sale right now. 
  • Followers are sold at an average price of $18/1000 followers (barracudalabs). 
  • Sellers can make between $2 and $36 per fake account 
  • Multiplying it out definitely shows a multi-million-dollar market

Apart from entertainment figures wanting to boost their apparent popularity, the buying of “likes” has now become a routine matter for politicians facing elections. They are relying on the herd mentality to lead  to an increase of votes in their favour. The risk they take is that humans – when acting as a mob or a herd – don’t like acknowledging or being accused of acting like dumb animals. But the risk of this backlash is being taken as being small. Politicians in India are now all rushing to buy “likes” – as just another legitimate advertising ploy. They have been paying for favourable articles about themselves and negative articles about their opponents in the print media for many years. But even the most socially illiterate politicians – who wouldn’t know a tweet from a twit – are spending a great deal of money to be able to show huge numbers of “likes”!

What part fake likes and dislikes are going to have in the Delhi elections next week and the national elections next year, remains to be seen. It could be quite effective in a city like Delhi where the penetration of social media among the new urban population is high  but among whom political awareness is still relatively new.

FirstPostIn a new sting operation, Cobrapost has revealed how certain IT companies in India are working to manipulate social media campaigns by buying fake FB likes and followers on Twitter, and running negative campaigns against rivals of their clients and also engaging in creating panic among minority groups. The report states that the most of these companies are working on the behest of BJP and Modi, but also work for Congress sometimes, and in addition manage campaigns for multinational firms, corporations etc as well. …….  In a statement to Firstpost, Facebook said that where fake likes and profiles are concerned, “It’s a violation of our policies to use a fake name or operate under a false identity, and we encourage people to report anyone they think is doing this.

CobrapostOperation Blue Virus also makes certain stunning revelations. If the claims of the companies exposed are to be believed, among political parties, BJP is at the forefront in social media campaign, so is its Prime Ministerial candidate Narendra Modi, with scores of companies working overtime for him. This puts a question mark on the claims of the BJP leadership that there is a wind blowing in favour of their party and Narendra Modi. The larger-than-life-image that Team Modi has assiduously carved out for Modi over the past one decade may not be that real, rather invented, and is reminiscent of the Goebbellian propaganda, to sway the opinion of gullible public. It is no surprise then that even a milder criticism of the BJP’s star campaigner invites scathing attacks from his followers on social media, claimed to be in millions in count. 

Paul Joseph Goebbels would have been in his element.

 


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