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Facebook, Twitter, etc could probably work harder to reduce this manipulation, but as long as it makes them look better and the customers happier then it isn't really in their interest to do anything.


Ken: You nailed the problem. There is no incentive up and down the supply chain to call out the bots and fraud issue. The just-announced Chrome ad-blocker is an example of the conflict of interest built into the system. I just feel sad that analysts and researchers publish analyses on such data... a recommendation engine based on who follows whom on Twitter or Instagram for example.


Very true. I'm looking forward to a report about the value (decidedly without ads) that the media industry can bring to the world. This report will be coming out of Germany. Truly hope it unearths some profound stuff as I'm tired of the same old same old. Aren't we all?

With me, mostly I'm affected by food influencers who have expertise; it's seldom a situation where any regular person who likes food (that's 99.99% of the world) can influence me. The former and latter are two different types of people on social media. There was a blog post recently by Scott Guthrie. If I remember correctly it touched on 'peerfluencers' who lack expertise and how people are getting tired of them — and craving real experts instead. (Ask a real expert and they'll tell you their reputation means everything—they're nothing without it. The peerfluencers give **lip service** to that same credo, but because it's super rare to see expertise within peerfluencer content, I almost never believe them... If their reputation falters, they simply course-correct and still happily answer emails from media buyers and agencies, similar to how you'd stub your toe and simply just go on about your day. If their days are indeed numbered, good, I say)

John W

Some people prefer quantity over quality but quality always wins. I have been testing a few ads from Facebook and the bounce rate is very high and seems more of 'bots' that are being directed to my site. However, I'm still doing a series of testing for ads but I believe the end result would serve as a narrower target for high-quality but the engagement cost could easily cost 500% more.

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