Fake Subscribers on Twitter Can Deceive Advertisers – Pages

With the help of Twitteraudit and its counterparts from Faker, the Swedish Advertising Association has reviewed 300 of Sweden's largest and most influential accounts. According to the first tool, 24.44% of their follower accounts are constituted. The second is about 30%.

The result, however, differs greatly among the audited users. In extreme cases, there were about 70 to 80% of successors.

That there was so much, we would not have believed or hoped for, "said Tero Merjamäki, Communications Manager of Sweden Advertisers.

He thinks that those who work against advertisers have a responsibility to erase fraud accounts, because reach is an important aspect when advertisers do their assessment.

It is important that it is real people, otherwise you can overestimate or underestimate a channel or an influencer, "he said.

For example, the flagship company Kelloggs has just announced that it has stopped paying for space on social media only depending on the scope because they do not know what's wrong and do not know it, reports Digiday magazine.

"Trump is raging"

Merjamäki is aware that it may be worth looking beyond social media.

For example, Donald Trump was raining when Twitter erased a lot of his fake followers, because it's about getting a very wide range, Merjamäki said.

The investigation could be carried out thanks to the open patch of Twitter, but the problem is not unique. But how do you actually define a bankruptcy account?

"Because Twitter is open to many users and profiles, it's hard to draw a clear boundary – for example, an account is registered for God, is it true or false?" But we are working to make sure that it is a real person behind all accounts and, for example, we have a confirmation email from his account, "says Twitter's European public policy officer to Swedish advertisers.

Who is wrong?

Even Emanuel Karlsten, a journalist and president of the Media Academy, believes that the assessment is difficult.

What is the definition of someone who is not true, is it passive, does he follow a lot without having himself disciples? he asks and tells him that he has several friends who actively use Twitter to read, but never to write.

However, he thinks that the issue of bankruptcy and advertisers is important and encourages companies to focus on engagement rather than on reach.

You have to be aware that having a lot of followers is not the same as having a lot of power or a far reaching one because one can buy or cheat. What you need to look at, is the commitment in time. It is rather that which determines the interest of an account.