Article from Entrepreneur Magazine: With Social Media, Fakes Are a Real Problem for Your Business
Some companies and celebrities are so desperate to increase their popularity on social media that they are hiring click farms (see related article) to boost their likes, fans and followers. Click farms sell likes, follows, views, ratings, etc. on various social media platforms and use cheap manual labor to inflate these numbers. It‘s not surprising that companies are tempted to buy fake likes. For example, a video on YouTube with millions of views may get even more views simply because it already has a lot of views. However, it’s a very shortsighted approach as the article points out.
Word of mouth is the most powerful marketing tool. I believe that the groundswell generated by authentic engagement can be far more valuable than a high number of likes. Higher levels of engagement such as real people sharing real stories with their friends, family, etc. about a product or service can build brand awareness, drive ROI on social media marketing and even increase customer loyalty and repeat business.