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Sunday, August 11, 2013

What should a Like really mean to us?

Most of us, be as consumer or marketing professional, can’t help but be impressed when we visit a Facebook page that has a million likes.  We probably have the same reaction to a Tweeter who has amassed hundreds of thousands of followers. We assume they are immensely popular people or brands with incredibly important news, offers, or entertainment value.  And that might be true.

But a couple of stories have appeared recently that cause us to at the least question our trust in such measures.  According to research announced by Mr. Ilya Vedrashko, SVP, director-consumer intelligence at Boston-based ad agency , Hill Hollidayfor every one tweet posted by a user that we categorized as human, we counted two tweets posted by either a bot -- such as an automated account broadcasting news -- or an organization".  

That might sound crazy and impossible except that per The Guardian (August 2, 2013) fake likes and followers are in fact being churned out every day, by the tens of thousands, on every day, on what are known as “click farms”.   The article cited one such facility in Bangladesh that reports charging just $15 per thousand "likes". The owner of the company claimed to have workers punching the keys for three-shift per day, and be paid as little as $120 a year.

If all this is true, it’s very sad.  It makes you wonder what or who you can/should trust in the world of social media.







9:49 pm edt          Comments

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