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When you were a kid, you might have had an imaginary friend, or you might have known someone who did. It's the kind of thing that is a natural part of child development.
Perhaps the social media industry is still in its childlike phase, because more and more of our friends on social media sites are imaginary.
What do I mean? Well, the truth is that many of your new friends on social media are actually robots, rather than real people. Search spammers have moved on to their next technique, imaginary friends.
You might wonder why anyone would go to the trouble of faking an actual person, but it all comes down to tricking Google and the other search engines. Search spammers have always been motivated by a new trick that helps their search results. At bottom in this fantastical technique is a steady stream of links to the spammer’s Website, leading to improved search results.
Perhaps this social media spamming got its start with fake blog comments. If you recall, back in the old days, any blog comment was immediately posted to a site. That was all the spammers needed, because each spam comment contains a link to a Website -- the spammer’s Website. And each of those links gives a little boost to that site’s search results.
It started out with actual human beings creating the links, but robotic software programs are a lot cheaper. So, the blog owners needed to fight back. They’ve implemented all sorts of techniques to thwart the robots, but the most effective one has always been to moderate comments. It’s a lot of work for the blog author, but carefully reading each comment can spot the difference between a human being adding to the conversation and a piece of software with some kind of random comment along the lines of, “Great blog. I will recommend it to my friends.”
But some of the spammers have gotten better at automatic text generation -- extracting text from the post and wrapping some short commentary around it -- and are now fooling the blog authors at least some of the time.
And search engines got smarter, too. Some speculate that pure links aren’t the only way search engines decide which content is important -- some believe that search engines are now paying attention to social media comments and votes as part of the ranking algorithm.
So it didn’t take spammers long to figure out what the next step for search engines might be: to weigh different comments and votes differently, based on the importance of the person making them.
Some search spammers have started to create fake personas, sometimes called spam profiles. This practice has become so widespread that some of the dumber spammers talk publicly about hiring workers to do so.
But the smart ones don’t hire people to create fake personas -- they just redeploy their robots in a new direction. They use text-generation software and a few computer rules to generate thousands of variations of bios with fake pictures, birth dates, locations, and email addresses, and then start using that “person” as the source of their social media activity. I’ve heard of some cases where they simulate dialogue in blogs and on Twitter between several fake personas; because they control the conversation, it seems particularly realistic. Not only enough to fool the search engines, but likely to fool human beings, too.
So, the next time you congratulate yourself about how many comments your blog gets, or the number of Twitter followers that you have, just understand that it’s likely that at least some of them are imaginary friends.
— Mike Moran, author of Do It Wrong Quickly, is a speaker and consultant on Internet marketing.
Thinkernetter
Sunday February 7, 2010 9:13:24 PM
Scary stuff, eh, Ramon? My suspicion is that some of these phantoms do pass the Turing test, at least once in a while.
Rank: Web master
Sunday February 7, 2010 9:05:11 PM
The Beatles had it right with this song and it has long been a "classic" for generations following. The real issue now is that, as Mike points out, technology is approaching or even surpassing human ability to create something imaginary.
I have been commenting in IE, somewhat repetitiously, on the broad issues posed by legal entities that humans have created (corporations) and their impact on human and culture evolution. These entities have existence, own things, buy and sell things, create capital and fortunes, get broke, etc. These paper creations exist as real counterparts of "real" human organizations such as family businesses and cooperatives.
Now Mike Moran points out that an even stranger entity is beginning to act by itself, an imaginary someone that can write (post) opinions, interact with real or imaginary entities such as itself, etc. all within the boundaries of the web without being detected. But the problem these new entities pose is that they are STEALTH. Where a corporation is registered somewhere and somewhat accountable, the new breed of imaginary entities described by Mike are authentic phantoms, in fact, almost paranormal entities. And this is indeed a big problem because "real" persons don't know that they are dealing with them.
Now I come back with the Turing Test, the legendary exercise developed to detect if a created entity such as a computer could enter into a "conversation of sorts" with a real person and a third observer could not detect which one was a real person and which one a computer or sorts. As Mike tells us now, we are already being fooled by imaginary persons which are already interacting with "real" persons and nobody can really detect which one in the exchange is a real person. Now then, mix these unreal entities and we get... voilá! An UNREALITY SHOW!
Recently, the US government opened the door for corporations to make legal contributions to politics. Are we really far from seeing something like that movie where Al Pacino masked to the public that the spokeperson for an ad campaign was a non existent female beauty? Then I ask, will a sufficiently funded corporation (an unreal but legal entity) be able to "create" an imaginary person such as the ones Mike says, (also unreal but stealth and dubiously legal entities) register it as if it were a real existing person ( almost an Avatar of itself), make it run for office through the web and affect an election, all with their own money which is now legal, just to alter the real voting tendencies of real people? This is not actually a figment of my imagination, is a logical extension of known facts.
Well Mike, thanks, and as I said in an earlier post, I can use a drink really fast! Cheers!
Rank: Cyborg
Saturday February 6, 2010 11:24:19 AM
It's about respect
your PC is as private as your billfold. I have got no business snooping in your billfold -- any way shape or form
none of us will get respect though when we connect to the 'Net, that much is clear. as a result we must provide for defense
it's a different game though: the enemy is invisible, silent, and operates at say 2 GHZ or faster
the defense must be able to operate in that venue. we are getting better at this but it is time to pull it up tight: establish control over software updates. novel concept, if you think about it.
Thinkernetter
Saturday February 6, 2010 8:51:36 AM
True, Mike, but I think that they need to do more and more because what they "could" yesterady than "can't" today.
Rank: Cyborg
Saturday February 6, 2010 6:24:27 AM
Remember: there is only one rule in spamming & malware: "Because I can"
Researcher
Saturday February 6, 2010 3:10:22 AM
Mike! I know it sounds funny (and it is funny) but may be some programs of help for spammers should be created:))))Some groups of Anonymous Spammers- Hi, my name is Bill and I am a Spammer- Hi Bill:))) I mean, there are some programs that help people who came out the prison to adapt.So there should be some programs that help spammers ( who are basically criminals) to find some socially approved jobs:) They definitely have skills.
Thinkernetter
Friday February 5, 2010 4:24:25 PM
That makes sense, Michael. I also think that as social media becomes more commonplace, that most of us won't be stars at all. We'll just get some attention from folks using this media just as we get some attention for speaking or writing a magazine article.
Thinkernetter
Friday February 5, 2010 4:20:53 PM
Oh, I'm sure most people would side with you, smkinoshita, but the older I get, the more I feel sorry for people who are missing out on the important things and leading sad, scared lives. Spammers are always living on the edge, waiting to get caught. It can't be that much fun.
IQ Crew
Friday February 5, 2010 3:27:54 PM
I've been using social media for a few years now and have had conversations with the readers on this site and others.
My assessment is that there are a rew paths to greatness in content. The first would be what I call the "Rocket of moon rocks to the Moon."
You create a content site you think is stellar. You put rocket fuel in viral marketing the content with the hope that this thing will blast to the top of the heap and keep orbit long enough for you to gain noteriety or break even or better in your spend. This approach works for projects that are hip and sexy. Think RocketBoom, the Amanda years. Think of that Star Wars Lightsaber app you put on your iPhone and you get the picture. The problem here is when everyone else decides to do what you to better, faster, and less out of control.
The other path would be the "Took my lumps but look at me now" approach.
We've all been at startups that failed miserably or had employers that failed to understand our greatness. So we move on. Along the way, we hopefully gather enough wisdom and contacts to help us build our own brands. Examples here are numerous, but the run is always stronger than the rise until it becomes so fashionable that it can't be ignored.
Imaginary fans only help Rockets. Lump takers know that a true fan base is more valuable.
IQ Crew
Friday February 5, 2010 11:40:24 AM
I don't feel sorry for them at all. They're selfish beyond the norm, short-sighted and repugnant.
Worse, they break the system by attempting to cheat it. The more trust that's eroded, the worse things become.
Plus, the techniques they use are also used by scum who spread malware.
The way I see it, the best approach -- as mentioned by Mike -- is moderation. It's time consuming, but it also means the publisher engages their audience more. The engagement, besides reducing spam, also filters out empty comments left by real people, improves feedback, and creates loyalty through familiarity.
Not just comments should be moderated though. A website needs to be particular about the advertising it allows, not allowing scammish or spammish ads to be displayed. Not only does it reduce spammer clients, but it also means a site's advertising is that much safer to click.
The ThinkerNet does not reflect the views of TechWeb. The ThinkerNet is an informal means of communication to members and visitors of the Internet Evolution site. Individual authors are chosen by Internet Evolution to blog. Neither Internet Evolution nor TechWeb assume responsibility for comments, claims, or opinions made by authors and ThinkerNet bloggers. They are no substitute for your own research and should not be relied upon for trading or any other purpose. |
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previous posts from Mike Moran
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It’s become fashionable the last few years to take pot shots at Google (Nasdaq: GOOG) for succeeding at only one thing: advertising. After all, the critics say, look at everything else Google has tried. They’ve taken on voicemail, video, office software, and dozens of other areas, but what do they make money at? Just advertising.
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