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Social Media Sock Puppetry - Lessons from Failed Practices in Social Media Marketing
For some it is a trap so alluring they cannot resist. Posting a fake comment, providing incentives for a positive blog and making up customer testimonials all seem like a good idea at the time, but these things often end in a fiercely negative backlash.
Some degree of overtly false and inauthentic communication is a recurring illness for most Internet communities and social networks. The term of art for such behavior is called social media sock puppetry, a name for inauthentic and deceptive communication from organizations and individuals. Examining why sock puppetry fails provides a clear explanation of how social media can really be effective.
Forbes contributor, Dan Woods, spoke with Lithium's Director of Customer Marketing, Paul Gilliham, and Chief Community Officer, Joe Cothrel, on how reputation systems, a key part of most large Internet communities, are a proven method for increasing engagement and ferreting out the gamers. In addition, they discuss the benefits companies can reap from social media when they sincerely listen, engage, and participate in conversations about their brand.