I spotted an interesting item on SFGate today. The Scavenger blog reveals that a company out of Australia, USocial, is selling friends. No, it’s not a white slavery ring. It’s a scheme born from conventional marketing that lets you buy “friends” for Facebook and Twitter campaigns just like you would buy a mailing list. It’s strategies like these that will co-opt social media and create new opportunities for the social media equivalent of spam.
The concept is fairly simple, and apparently has already been tried by everyone from the U.S. Marine Corps to the Church of Latter Day Saints to the Jackson family. You identity a special interest group and USocial will scour the social networks looking for matches and friend-request them on your behalf 1,000 users at a time (with discounts for 5,000 or more). Of course, USocial is never revealed as the source of the requests, and their clients get to build their online following by leaps and bounds.
USocial has been dinged by a number of social media sites for this practice. Apparently Digg sent them a “cease and desist” letter. But founder Leon Hill told AP, “We’re really only doing for our clients what they could do in their own time if they put their minds to it.”
So what’s wrong with this picture? Everything. The biggest outcry I hear from companies trying to figure out how to harness social media is that the marketing people just don’t get it. The concept is to engage online in an authentic and open way; to create a dialogue. Social media is not just another channel for one-way marketing messages, and spamming social media services with friend requests to increase the number of followers runs counter to the spirit of social media. Granted, I have already seen some blatant violators on Twitter and Facebook, including the Twitterers who have nothing more constructive to say than “buy my product,” or the follow requests from thinly disguised porn sites. You can manage those requests on a one-by-one basis, ignoring the idiots and reporting the violators. But when you have commercial spam generators trying to get your attention it’s a different story.
As with the early days of e-mail, we will find ways to address the emerging social media spam problem. I recall the early days of spam-free e-mail when I had some confidence that every message received was from a friend, client, or colleague. Now with two spam filters in place about one in 50 incoming messages are relevant. And so the next wave of social media technology will be spam filters for Facebook, Twitter, and MySpace.
As they say, in cyberspace no one really knows if you are a dog.
I have been providing public relations, branding, and marketing communications services to clients for 20 years now. In recent years, I have been advising my clients in how to tap the blogosphere by working with bloggers and becoming citizen journalists, and how to leverage emerging social media tools like Twitter and Facebook. And, like many successful consultants, I have been sufficiently busy servicing my clients that I have neglected marketing my own brand. It is time I started following my own advice.