Social Fakery-Identifying fake social accounts (useful tools (https://www…
Social Fakery-Identifying fake social accounts
10 worst offenders is hilarious
Quick and free but a lot kinder than other tools
Very detailed reports
More expensive for reports
How big a problem are fake accounts?
research, by Swedish e-commerce start-up A Good Company and analytics firm HypeAuditor, assessed 1.84 million Instagram accounts across 82 countries.
In the UK, the study found nearly 10 million accounts are fake. The three markets with the most fakes are the US (49 million), Brazil (27 million) and India (16 million).
The proportion of accounts in the UK that have either bought followers, comments or used engagement bots is 54 per cent, below the US (60 per cent) and the world average (57 per cent)
It's not just marketers who are duped. Algorithms get duped too.
ACCOUNT OWNERS NOT NECESSARILY RESPONSIBLE?
PR web article
September 2018 PR week breakfast
PRWeek survey found that an influencer’s number of followers was still the second most important factor when PR and comms professionals choose talent.
Trippenbach said. "I usually turn them away because influencers are not a cost-effective reach channel. Targeted social ads are substantially cheaper than influencers."
"A social ad on Facebook’s news feed is about four times cheaper (on a CPM basis) than a post by a micro influencer, however, the cost can vary depending on how a target audience is defined. " Edelman UK head of influencer Philip Trippenbach"
Australian Agency research
In Australia, an analysis of 13 influencers by full-service agency Hyland Communications found only 16.7% of their audience was valuable to brands, inflating the average CPM to $780 (£480).
Aus research looked at influencers with audiences ranging from 42,500 followers to 1.5 million.
On average, only 61% of an influencer’s audience was ‘active and lurking’ on social media, which the agency described as ‘quality followers’.
Of this amount, only 27.7% were then based in Australia, which amounts to 16.7% of the total audience (950,000 followers out of 6 million).
When the average costs of campaigns are combined with ‘audience of value’ data, the CPM averages out to $780, with the lowest at AU$171 (£94) and the highest at AU$2,300 (£1,268).
Hypeauditor Research ( Alex Frolov the CEO of HypeAuditor October 2018)
great slideshare on thse issues
They analysed bloggers with 5-20K followers using reports requested by clients since 2018
2 out of 5 likes are non authentic
HypeAuditor found that only 45% of followers are real people- they rest are bots Inactive accounts and mass followers.
CPM vs Real CPM!
you could have two seemingly identical bloggers but one with more real followers actually has half the CPM!
dont just focus on reach!
Relevance and authority both need to be used. Never rely overy on just one metric
Influencer grading tools
Look beyond the metrics of one social media platform
Website links and wqulaity harder to fake
Don't be tempted!
LOOK AT ENGAGEMENT?
LOOK AT FOLLOWER MAKE UP AND ACTIVITY?
RATIO OF FOLLOWERS TO FOLLOWS
Shady side of social media
A social media click farm is a room full of computers or phones that are set up to either manually or automatically generate clicks, comments, likes and other social media engagement for platforms such as Instagram, Facebook, Twitter and the like.
Instagram Auto Likes and Auto Followers
A subscription service to fake engegement for accounts that have fake folowers! buy some likes and comments to make those followers look legitimate.
They detect when you post a new image or video and then get their bots to slowly (so not to attract too much attention) auto like and auto comment on your content. Some even promote their delayed delivery as a way to make the likes and comments look natural from the outside
Could actually get expensive but how much might you make!
Another model is the exchange system where you join up and provide your Instagram login details.
You give them the username and password to your Instagram account and they will allow you to send and receive likes and comments automatically.
Examples ( dont mention but recommend search fro fake followers " Instagram / Facebook / Linkedin" Plenty of shockingly legit-looking operators.
oostlikes claim sony and Mercedes as customers!**