Insights into a polish astroturfing company. Journalist Katarzyna Pruszkiewicz worked there undercover for six months. 14 people managed about 200 fake profiles to push the agendas of their clients.
Polish article: newsweek.pl/polska/farma-t…
English will be published by @guardian.
Polish article: newsweek.pl/polska/farma-t…
English will be published by @guardian.
Depending on how well they are executed, such operations are nearly impossible to identify from outside. They are more dangerous than automated spam (aka bots).
The article shows how such operations are often embedded into other marketing activities. /1
The article shows how such operations are often embedded into other marketing activities. /1
Their clients got impact reports (how many accounts talked about the company, product, issue; what they said) but they hid the fact that most of that content was fabricated by themselves.
Everyone is happy while they destroy public discourse. /2
Everyone is happy while they destroy public discourse. /2
The article reminded me a lot of the wonderful book "Troll" by @michalhvorecky (disclosure: met him once). While the book is a novel, the article shows how close it is to reality. /3
@michalhvorecky Astroturfing isn't something new (only that it is called trolling now).
In Austria there was an marketing agency that fabricated comments in favour of their clients (ÖBB, Bank Austria, ÖVP, etc.) since at least 2007. derstandard.at/story/20000077… /4
In Austria there was an marketing agency that fabricated comments in favour of their clients (ÖBB, Bank Austria, ÖVP, etc.) since at least 2007. derstandard.at/story/20000077… /4
Just this year another case of astroturfing by the same agency became public. They fabricated postings to push homeopathy. #Globukalypse
derstandard.at/story/20000963… /5
derstandard.at/story/20000963… /5
Two main issues that arise from fake postings:
1. People assume that that's the genuine opinion of others. This can affect all kinds of things. From not voicing their opinion to decisions based on those fake opinions. /6
1. People assume that that's the genuine opinion of others. This can affect all kinds of things. From not voicing their opinion to decisions based on those fake opinions. /6
2. Eroding trust. Because we know that such operations exist, we change from trusting others by default to questioning them by default. When people read an opinion, they don't like, they call the other side troll. No need to understand their view, when we assume they are fake. /7
English article is now available:
