Sunday, March 9, 2014
By Martha Mendoza
The Associated Press
SAN JOSE, Calif. — Celebrities, businesses and even the State Department have bought bogus Facebook likes, Twitter followers or YouTube viewers from offshore “click farms,” where workers tap, tap, tap the thumbs up button, view videos or retweet comments to inflate social media numbers.
Security researchers and bloggers estimated in 2013 that fake Facebook activities bring in $200 million a year.
The Associated Press
• A click farm is a business that sells clicks for fans, likes, followers, views and more.
• People buy clicks to boost their social media numbers, which can lead to profits and popularity.
• Buying and selling clicks violates social media user rules but is not regulated by state or federal agencies.
• Click farm revenues are estimated to be worth hundreds of millions.
• Sellers offer clicks for Facebook, Twitter, LinkedIn, Instagram, Pinterest, SoundCloud, YouTube, Vimeo and more.
Since Facebook launched almost 10 years ago, users have sought to expand their social networks for financial gain, winning friends, bragging rights and professional clout. And social media companies cite the levels of engagement to tout their value.
But an Associated Press examination has found a growing global marketplace for fake clicks, which tech companies struggle to police. Online records, industry studies and interviews show companies are capitalizing on the opportunity to make millions of dollars by duping social media.
For as little as a half cent each click, websites hawk everything from LinkedIn connections to make members appear more employable to Soundcloud plays to influence record label interest.
“Anytime there’s a monetary value added to clicks, there’s going to be people going to the dark side,” said Mitul Gandhi, CEO of seoClarity, a Des Plaines, Ill., social media marketing firm that weeds out phony online engagements.
Italian security researchers and bloggers Andrea Stroppa and Carla De Micheli estimated in 2013 that sales of fake Twitter followers have the potential to bring in $40 million to $360 million to date, and that fake Facebook activities bring in $200 million a year.
As a result, many firms, whose values are based on credibility, have entire teams doggedly pursuing the buyers and brokers of fake clicks. But each time they crack down on one, another, more creative scheme emerges.
When software engineers wrote computer programs, for example, to generate lucrative fake clicks, tech giants fought back with software that screens out “bot-generated” clicks and began regularly sweeping user accounts.
YouTube wiped out billions of music industry video views last December after auditors found some videos apparently had exaggerated numbers of views. Its parent company, Google, is also constantly battling people who generate fake clicks on their ads.
And Facebook, whose most recent quarterly report estimated as many as 14.1 million of its 1.18 billion active users are fraudulent accounts, does frequent purges. That’s particularly important for a company that was built on the principle that users are real people.
Twitter’s Jim Prosser said there’s no upside. “In the end, their accounts are suspended, they’re out the money and they lose the followers,” he said.
LinkedIn spokesman Doug Madey said buying connections “dilutes the member experience,” violates their user agreement and can also prompt account closures.
Google and YouTube “take action against bad actors that seek to game our systems,” said spokeswoman Andrea Faville.
Dhaka, Bangladesh, is an international hub for click farms.
The CEO of Dhaka-based social media promotion firm Unique IT World said he has paid workers to manually click on clients’ social media pages, making it harder for Facebook, Google and others to catch them.
A recent check on Facebook showed Dhaka was the most popular city for many, including soccer star Leo Messi, who has 51 million likes; Facebook’s own security page, which has 7.7 million likes; and Google’s Facebook page, which has 15.2 million likes.
In 2013, the State Department, which has more than 400,000 likes and was recently most popular in Cairo, said it would stop buying Facebook fans after its inspector general criticized the agency for spending $630,000 to boost the numbers. In one case, its fan tally rose from about 10,000 to more than 2.5 million.
Sometimes there are plausible explanations for click increases. Burger King’s most popular city was, for a few weeks, Karachi, Pakistan, after the chain opened several restaurants there.
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