AU MA Social Media

A class blog about social media.

Fake accounts: What do they mean for metrics?

Posted by bn2954 on August 5, 2012

We have learned about the challenges with measuring social media and accounting for meaningful metrics. While we know that the number of followers an account has are not everything, they do play into the overall success when we measure an account’s influence. For example, if a Facebook account made for your brand had 100 followers, and was receiving 80-90 likes or comments per post, we might say 80-90 percent of followers are engaging with the brand, a very positive metric. If it were a grade, it would be an A or a B.

If ten of those accounts were fake, that grade would quickly drop to the C-range.

PC Magazine reported that 8.7 Facebook accounts are fake. “That works out to about 83 million accounts that are either trying to spam you, in violation of Facebook’s rules, or are just confused,” the article said.

If that is the case on Facebook, what does that mean for other social media platforms? What does this mean for those who need these numbers to measure metrics? Would a new best practice be to always account for potential fake followers? Fake followers are even worse than those who do not engage. Having fake followers does not even allow you to raise awareness of your brand. What do you think?

 

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2 Responses to “Fake accounts: What do they mean for metrics?”

  1. nbalkhjav said

    Very interesting post!! I always wondered about that. 83 million is just crazy. I remember hearing from someone that she has 3 facebook accounts. At the time I didn’t really care, but then I wondered why would anyone want to have 3 different social networking account?? And i agree, fake followers are worse than the non-engaging folks.

  2. alprosp said

    This is a huge issue! And is one that affects more than metrics. Think of the mis-representation that goes on. Can you imagine being a company executive, a celebrity, or anyone else for that matter and having someone else posing as you? The amount of effort that goes into reporting those fake accounts is just as annoying, and then you have to consider any damage control that has to be done to cover what the person managing the fake account did.

    To read that there are that many out there is disturbing, and the sad thing is that this number isn’t likely to go down any time soon.

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