Since we last discussed the issue of fake social media followings, some of our competitors have gotten even worse, falling into the 50% to 90% fake follower and friend range on Twitter and Facebook. On the surface, this seems harmless. Unfortunately they often sell marketing outreach as part of their services, and if the majority of their social media following is either purchased or inactive, they may be perpetrating a fraud, which is both unethical and illegal. And if a company is willing to promote a fake social media base, how else might they be deceiving their clients?
See our earlier article on why you should never use a fake social media following.
Fake social media followings are primarily composed of dummy accounts in non-English-speaking nations. These will do absolutely nothing to promote your business. Both Twitter and Facebook are well aware of the problem and attempt to crack down on the practice, but they simply cannot keep up with the pace of people who either sell or buy social media followings. Even the highest ranking people in the nation employ some level of fake social media.
Here are easy ways to spot a useless social media following:
Analyze the Account – A number of free tools are available, such a TwitterAudit for Twitter accounts and LikeAnalyzer for Facebook pages, that will provide measurements of fake social media followers. There are many other free options on the Internet. Try a few. You will be astounded by the results produced by some of your favorite companies, celebrities, and service providers.
Unbalanced Following-to-Follower Ratio – Twitter is built on reciprocity, which means that most of the people who follow you are followed back in return by you. The same goes for “likes” on Facebook, although this is much more difficult to track. Since Twitter is superior for marketing (i.e. Facebook is superior for customer interaction), check the following-to-follower ratio of a prospective business. A healthy Twitter account has about an 80% or better following-to-follower ratio. This means that the account is following almost as many people who follow the account. If you see many followers and few accounts followed in return, look closer at what this person or account is doing.
Few Number of Impressions or Reaches – Twitter activity is often gauged by the number of impressions a post garners, while Facebook is measured by the number of people reached. Often this data is internal to the account holder, but there are a number of aftermarket metrics to determine these values. Another way to gauge social media viability is through the number of likes and retweets on Twitter and the number of likes and shares on Facebook, although these speak more to furthering outreach than relevance to their initial social media base.
The questionable practice of employing a fake social media following falls into the “snake oil” category, recalling the days when charlatans circled the country with magic elixirs that claimed to cure all ills. The Internet is proving to be more like the Wild West than we ever knew. Hiring a fake social media following can be more than a waste of time. It can be dangerous to your limited marketing budget, and it puts into question everything the account holder does as a company.