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False social media accounts may make advertisers believe that their messages reach more than they actually do. According to a survey of Swedish advertisers, the largest Twitter accounts in the country have about 30% fake subscribers.
According to a study by Swedish advertisers, almost 30% of the largest and most influential Twitter account subscribers in Sweden are fraud accounts. Stock Photography.
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's all you would not have believed or hoped for," says Tero Merjamäki, communication manager at 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's important that it's real people, otherwise you can overestimate or underestimate a channel or an influencer," he said.
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 far reaching," said Merjamäki.
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.
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 several without having any subscribers? 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 must be aware that having a lot of followers is not the same thing as having a lot of power or a far reaching one, because you can buy or cheat on it. What you need to look at, is the commitment in time.This is rather what determines the interest of an account.
Free platform created in 2006 and headquartered in San Francisco, USA.
The service has about 330 million active users.
Allows the user to publish shorter messages, available to other users, and end up in a stream of those who actively choose to follow the account.
Publications can be tagged with labels, called hashtags, to appear in searches of other users on topics. A common hashtag in Sweden is #svpol on Swedish politics.
Twitter is a popular tool among reporters to quickly find information about news events around the world.
Source: NE, TT
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