Social Proof or Social Spoof?

By: Guest | November 3, 2011 | 

Today’s guest post is written by Andy Crestodina. 

Social proof, also known as informational social influence, is a psychological phenomenon where people assume the actions of others to reflect correct behavior for a given situation…The effects of social influence can be seen in the tendency of large groups to conform to choices which may be either correct or mistaken; a phenomenon sometimes referred to as herd behavior (source: Wikipedia).

We’re all affected by the actions of people around us, especially when we have little information to go on.

This is called “social proof” and Twitter is a great example of this kind of psychology at work.

When you see an account with a large following, it looks like a big third-party endorsement. There is not much other information but a tiny image and the 140-character tweets. So we quickly assume the person must be influential.

But are they? Not always…

Auto Follow, Follow Back, Auto Follow, Auto Unfollow…yawn

TweetAdder is a tool that can grow a following quickly. It finds people who meet certain criteria, then follows them by the hundreds or even thousands per day. Typically around 40 percent of these accounts follow back and thus, the following grows quickly.

Some people run these auto-follow tools at such high levels, following so many people so quickly, they actually exceed the maximum number of allowed calls to Twitter per hour, “maxing out the API.” And if hundreds of those accounts don’t follow back?  No worries. TweetAdder will automatically unfollow those in a few days or weeks. This keeps the following/follower ratio looking good and the “social proof” high.

This technique is often used to push followings to ridiculous heights, even to tens of thousands of “followers.” At this point, the numbers lose their meaning and social proof breaks down.

Loved! …by robots

These accounts are easy to spot. They have huge followings, close follower/following ratios, and either tens of thousands of tweets or sometimes very few. The followers are often phony or irrelevant accounts, some in foreign languages, some without bios or profile pictures. Just pick one of these social media “superstars” and scroll through their list of followers.  Do you see accounts like this?

Or this guy?

Or someone like this?

How could your neighborhood social media expert possibly have a connection with this Japanese student? They don’t. It’s just a robot talking to another robot. Nothing could be less interesting or less social.  It’s almost anti-social media. I get bored and sleepy just thinking about it.

If you’ve been on Twitter for long, you may have asked yourself: Why is this British accountant following me? Who is this German DJ and how did they find me?  They didn’t. It’s likely an automated tool like TweetAdder. Congratulations. A robot is now following you and can’t wait for your next tweet!

Social Proof or Social Spoof?

Before you develop an opinion, look at the followers. Lots of completely irrelevant crap? See if they are really talking to people.  No real conversation? Then don’t be too impressed. Social proof and large followings often really don’t mean as much as you’d think. Other indicators of influence are also easy to fake, such as a high Klout score or high “listed” numbers on Twitter.

On the other hand, if you’re a social media professional, it’s your job to help build up your clients’ networks. I believe that TweetAdder is a perfectly legitimate way to jump start things at the beginning and get the client up to a basic level of credibility quickly. Yes, this approach is artificial, but it’s a legitimate time saver. There is a fine line between automation and spamming.

What matters is real connections to real people who are really interested.

Klaatu Barada Nikto

This was the phrase from the end of the classic 1951 movie The Day The Earth Stood Still. I think it translates to “Klaatu calls of the robots” because when Gort, the killer robot, heard the phrase, he stopped destroying the planet. It would be nice to hear “Twitter barada nikto” but sadly, there is no sign of these auto-following twitterbots slowing down.

Andy Crestodina is the co-founder and CEO of Orbit Media Studios, a Chicago web design company.

  • (Let’s not all talk at once!)

  • I have two views on these twitterbots. I haven’t used them (as my profile shows) but I can see myself offering them to a client — for a short time. A bot can help build just enough ‘bulk’ to give an impression of authenticity and then let the client build on top of that layer.

    (even as I type that, I’m kind of shaking my head — an impression of authenticity? yikes!)

    • @BethKSchmitz I think you’re right to ponder on this. Here’s something else I wonder… when we follow the Twitter “recommended” users, isn’t it still just a robot…

      • @manamica Ah! Now we’re getting /really/ philosophical. Who programmed the robots? (I think there’s a bad made-for-TV plot in this somewhere!)

        Here we are, you @manamica and I, with low pts. Are we not popular? Do we just lurk? Have we just joined this group? Who is to know but us… (and the robots!) Others can look at our pts and judge or they can look at our comments. The same can be said of Tweets.

        If we only decide to follow based on the number of those that came before and equate that to popularity, who’s loss is that?

        So, to play the game or not. I suppose it depends on what one needs out of the game!

        • @BethKSchmitz @manamica and the same goes for Klout! but don’t get me started. 🙂 just goes to show you have to dig deeper than the numbers.

  • I agree, most on twitter use social proof to boost their perceived celebrity status. In some cases I guess it works, in others, definitely not.

    • crestodina

      @DanielMWood Would it be legitimate to “Report as Spam” any account that has 10,000 followers and no tweets? Unfair?

      • @crestodina @DanielMWood I think only if their actions are “spamified.” If it isn’t affecting anything, I don’t knoww that I would.

        • @Lisa Gerber@crestodina@DanielMWood I don’t think auto-follow is necessarily spam. However, both Facebook and Google+ try to clean up their account base by blocking “fake” accounts. So maybe Twitter needs a “report robot” button. And if they come up with a really cute icon for it we’ll see lots of fun Halloween costumes next year :).

  • Once you see how easy it is to get a lot of followers using the bulk follow/unfollow method, you realize how false the sense of “celebrity” can be. On the other hand for the marketer in me there’s something attractive to the idea that we could create a virtual personality and turn it into a celebrity. Think of the Old Spice guy, he’s a fictitious character yet a very powerful one. So I think it’s great to break the “rules” and test different things, even if they involve robots. When 90% of an account is just robot driven, then we have a problem. @crestodina it’s possible soon someone will invent a Twitter spam filter and call it Nikto. 🙂

  • BradShorr

    Bots blow.

    • @BradShorr But how do you really feel?

    • @BradShorr In the case of Blade Runner’s Rachael and Battlestar Galactica’s Number Six and Star Trek Voyager’s Seven of Nine, your imagery of bots blowing is kind of nice.

      • @Ari Herzog@BradShorr (That’s nasty!)

        • @BethKSchmitz What’s nasty about women with guns blowing things up? @BradShorr

        • @Ari Herzog@BradShorr You’re right — what /was/ I thinking! 😉

  • BethKSchmitz

    @ginidietrich @orbiteers That’s where I’m passing time!

  • crestodina

    Pick your favorite local Twitter celebrity, be impressed at the size of their massive following, then go look at who those followers are. Still impressed?

    So does following size matter at all? Maybe not so much…

    • @crestodina that’s the other problem with the “social collection” reasoning – you can actually “follow” someone on Twitter without following them. I extensively use lists and sometimes I add someone on a list and forget to follow them. I read what they post, I retweet their posts. With an open space like Twitter is actual following (as in, pressing the “follow” button) even needed to have conversations?

  • spirocks

    If you want to see real social proof helping to launch a local restaurant it is detailed here:

  • Very true. It’s all very easy to fake. I understand the idea that no one wants to go to a party they don’t think anyone is attending – so I get the *impulse* to fake some of this. But the actual concerted effort to look like you have more of an audience than you do is a relic from the age of traditional marketing. Wasn’t that long ago that this was taught as the basics of marketing – there needs to be an unlearning stage between that world and social media.

  • schedulicity

    @ginidietrich Did you know you have a famous twin out there: (This isn’t spam) Looks just like you!

    • ginidietrich

      @schedulicity LOL! Do you know I start my presentations with a photo of her and one of me and show that I’m NOT her

  • schedulicity

    @ginidietrich By the way, hope you’re well!!!

  • People who fake social identity would get bored of their non-existing influence sooner or later.

  • MartijnRecruit

    #FF @brechtjedeleij , mijn eigen Eva Jinek

  • simasays

    @crestodina How do you define influence? Raising awareness? Driving sales? Complicated topic. @socialkaty @SpinSucks

  • zarinadocken

    @crestodina @spinsucks Interesting stuff for newbies like me. Thanks for sharing.

  • orbiteers

    @iamadamgreen thanks for the mention! ^ag

    • IAmAdamGreen

      @orbiteers My pleasure. Thanks for publishing solid material. Cheers!

    • IAmAdamGreen

      @orbiteers BTW, I like how you’ve “structured” your blog. Looking to do something similar with a group I’m working with, as it were.

      • orbiteers

        @iamadamgreen thanks for the compliment. I like that we have our faces up there. Makes it more personal 🙂 ^ag

  • crestodina

    If there was a tool that automatically removed robot accounts from your following, would you use it? What if it cost you a ton of your followers?

  • KyleAkerman

    I cringe when I get a new follower and it’s obvious from their profile that they are a bot/spammer. I immediately block those accounts.

    The other thing I hate is when I get a tweet like “KyleAkerman have you seen this (link)” from a complete stranger. It is blatant spam that just detracts from the positive social aspect of Twitter.

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  • edithuddle

    @crestodina Thanks for the link, Andy! Spam bots are the worst.

  • bonnie67

    RT @Soulati Social Proof or Social Spoof? via @ginidietrich

    • ginidietrich

      @bonnie67 Morning!

      • bonnie67

        @ginidietrich Good morning How are you today?

        • ginidietrich

          @bonnie67 It’s no longer morning…I guess that should tell you something about how my day is going. 🙂

        • bonnie67

          @ginidietrich Sure does. Its raining here and I’m ready for bed. I my take a nap. Hope you have a great day

  • orbiteers

    @madamward thanks for the mention. Happy Monday! ^ag

    • MadamWard

      @orbiteers No worries, really enjoyed your article – a happy Monday to you too 🙂

  • InsuranceMktg

    @orbiteers It just shows how important it is for real live people to be behind their information. Thanks for sharing!

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