‘Tweet Decking’ and Social Bot Fraud
Here at karma we take the view that making great content and applying the right promotional tactics are the keys to success of live streaming broadcasts and social media interaction. There is a darker side to social media marketing that will always exist in some form, but if you start with great content it will rise to the top on merit alone and garner genuine reactions from ‘real’ people.
Social media has been through a tricky period over the last few years. Things have either been too fake, too real or too controversial for most users liking “ahem snapchat update”. Bots are a big part of the issue, these are not the transforming metal kind, but the clever software that emulates real people and interactions on a massive scale.
The problem with free and open social platforms is that someone always has to make money, and people will always find a way to bend it’s weaknesses to their benefit, there is an entire industry dedicated to it, and whilst most people are happy sharing cats, food and celebrity click bait, there is another level of user who influence the daily ebb and flow of trends and content in exchange for cold hard cash. This month it seems Twitter have made a statement by pulling a series of suspected ‘Tweet Decking’ accounts, which are part of a network of high follower accounts that get paid to manufacture hype. They do it by farming retweets from their own account networks, and trending particular subjects with the wider audience on behalf of brands, celebrities and even governments. These aren’t necessarily your well known social influencer’s who have fought their way to the top with hard work, but a sub set of account holders that influencers now use to boost their topical content.
Now there is political pressure on the Facebooks, Twitters and Googles of the world to be more socially responsible, it appears they could be cleaning house, as much for their own benefit to encourage new users and more natural engagement, as it is their responsibility with so much influential access to the worlds population.
Live streaming is not immune to these pressures, Amazon have recently won a case to ban bot makers from helping to artificially grow Twitch viewer numbers in a bid to fake popularity, and YouTube, Facebook, Instagram, Spotify to name a few have all been embroiled in the fight against bot fraud.
Only time will tell how tell how this pans out, but with subscription based social media networks like Vero and more focussed pier group orientated communication platforms on the rise, we hope that content will prove to be ‘king..’ ‘queen..’ or your ‘socially accurate identified leader term’.