Over the weekend the NY Times published an article about a company called Devumi that sells followers. As the piece says:
Devumi sells Twitter followers and retweets to celebrities, businesses and anyone who wants to appear more popular or exert influence online.
Since social media is, well, media, an outlet’s ability to charge is based upon its reach. Since everyone has the ability to be a little piece of the media these days, having a bigger audience or the ability to demonstrate great influence by having hundreds of thousands of followers is a big deal. Take Facebook where:
up to 60 million automated accounts may roam the world’s largest social media platform. These fake accounts, known as bots, can help sway advertising audiences and reshape political debates. They can defraud businesses and ruin reputations.
I’ve seen this happen first hand. I was working with a client and we were approached by someone (actually a pair of someones) who wanted to work with us. They proudly showed off their 1million+ Twitter followers as evidence of their ability to impact what we were doing. They seemed a little shady so I ran their Twitter account through one of the services that examine followers for signs that they’re fake. 95% of their followers were bots or fake accounts. No deal.
The Times piece is really excellent because the thing it points out to me is something that is important to you, or should be. The reason having fake followers works is that brands are too focused on reach and not enough on results. The thing those fake followers won’t do is to buy. Yes, you can buy fake click-throughs as well, but I’m quite sure that your conversion rate will plummet if you do so since no bot-master is going to spend a nickel going through your sales funnel. When celebrities (or celebrity wannabes) inflate their follower totals, it’s part ego and part to demonstrate their popularity. Does anyone look at real-world results that might point to those things? Ratings? Box-office? Ticket sales?
Have you ever heard anyone giving out advice (marketing or otherwise) tell you to be fake? Probably not. Authenticity is the underpinning of great marketing today. There is no incentive for Twitter or Facebook to fix this since their financial well-being is partially judged by how many people are on and use their platforms. It’s a shame, and if we did politics here we could talk about how this same problem has gone beyond marketing products and services and into influencing our political system. You can fix it, however, by measuring what matters. Reach doesn’t really matter. Results do. That’s how I see it. You?