Almost half of the Twitter brand profiles have fake followers; Report
According to a new study by Marco Camisani Calzolari, a corporate communication and digital languages professor in Milan, nearly 46% of Twitter followers of companies or individuals with active profiles could be produced by robots or bots.
[hana-code-insert name='StumbleUpon' /][hana-code-insert name='Reddit' /]In this study, a sample of 10,000 followers – selected by using a specific algorithm – were analyzed for the companies by two classed of parameters to know whether the user is human or not.
In order to distinguish the fake followers from the real ones depending on their behavior, the academic analyzed feeds of 39 international and Italian brands, including @DellOutlet, @BlackBerry, @CocaCola, @IKEAITALIA and @VodafoneIT.
“The number of followers is no longer a valid indicator of the popularity of a Twitter user, and can no longer by analysed separately from qualitative information,” Calzolari said.
Sometimes, the companies give their PR activities on social networks to the third parties and that could be the reason for the presence of fake followers.
“In some cases, the web agency or media centre executives have chosen to take short cuts in order to demonstrate to companies, who are oblivious, that their activities have been successful by generating lots of new users,” he said.