Detecting fraud using social media influencer metrics
Dec 13, 2018
Next 36'er Mike Schmidt (Co-founder of Dovetale) shares his thoughts on Inside Forbes' Councils podcast
Social media influencers are incentivized to increase their following and sometimes do so dishonestly. How can marketers accurately measure the value of an influencer? Mike Schmidt, co-founder of Dovetale, explains.
- There is a real danger of “influencer fraud” on social media platforms like Instagram. False/inflated follower numbers are created when a social account buys “fake” followers (bots) that will not truly engage with content.
- Factors to consider when evaluating the actual “influence” of an influencer include: number of followers; follower to followed ratio; engagement rate (likes, comments, shares, etc.); activity over time; and even geotags (location of audience).
- Becoming a legitimate social media influencer depends on creating great content and engaging with the right audiences, not on buying fake followers.