Opinion

Social Media Influencer Marketing – The Unexplained Dark Side

Social media influencer - cfamedia

One beautiful thing about Social media is that it not only brings the world closer to you, but it gives you leverageable platforms, to show billions of people, all over the world, everything that you offer, i.e., your brand.

Some of the world’s most successful organisations have been able to leverage social media, to boost the sale of their products and services.

Digital marketing is, now the surest way of reaching out and developing a communication channel, with potential customers.

Most organizations hire social media influencers, to help them reach out to more people, by growing the organisation’s social media accounts.


Also read, How small businesses can use influencer marketing.


The role that, social media influencers play, in the growth of an organisation, cannot be downplayed, as the more an organisation’s products and services, goes viral on social media channels, the more revenue the company stands, to generate.

Here, however, lies the dark side of social media influencing.

According to the Points North Group study, “up to 20% of mid-level influencers’ followers, are likely fraudulent”.

In recent years, there has been a massive increase, in the activities of social media influencers, while some influencers, are professionals, in their jobs, some are, outright fraudsters, with fake followers.

The jostle to acquire more followers is, now very fierce and this has led some influencers, to resort to underhand and unethical tactics, to try and stand out and above competitors.

They tend to achieve this by artificially, boosting their number of followers, through the use of bots, or, pay for bots to follow other users, which will, initially, give rise, to the users’ accounts and then, they unfollow.

The users will experience a massive decline in followership.

In 2018, the New York Times revealed that, after carrying out an investigation, it was found out that, 15% of Twitter users, were potential automated accounts, created to simulate real people.

In a swift response, Twitter embarked on a massive purge, tracking down and deactivating millions of locked accounts, carrying a higher likelihood of being fake.

It was reported, by several sources, as a result of the purge, by Twitter that, there was a significant follower count drops, for some of the platform’s most powerful influencers. Also, 7.5 million users, were deactivated from Twitter’s personal account.

To successful beat this, you need to understand, how to spot fraudulent activities.

You can use bots to fight bots, to eliminate the dub followers and verify, if the social media influencer employed is doing his, or, her job, effectively, as artificial intelligence-driven accounts, eliminate unwanted bot threats.

In conclusion, before hiring a social media influencer, an organisation needs to, carefully, carry out research, on the individual, in order to ascertain, if his, or, her followers are real.


Featured Image: wisdekcorp


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