FTC Reaches Final Ruling on Fake Reviews and Spam Social Proof

Much of this could be seen as a natural progression towards the kinds of platforms that were and always will be engineered with younger audiences in mind. But there are also those in broader tech circles who believe that it’s more down to Google’s own evolution. Which could be seen by many as a step (or series thereof) in the wrong direction.

Google is no longer the simple, clean, useful and helpful search engine it once was. It's now complex, comprehensively ad-cluttered and almost completely impossible to understand. And with each new 'enrichment' that comes along, it gets worse.

 

Not that any of this means curtains for the world's top search engine – at least not for the time being. But what we can be sure of is that something even as seemingly infallible as Google is vulnerable to the winds of change – especially where the needs and expectations of younger web users are concerned.

After what at least feels like an eternity of wondering why it hadn’t already happened, the Federal Trade Commission (FTC) has finally clamped down on false feedback. Specifically, new rules are set to be introduced later this year that will make fake customer reviews and testimonials illegal.

This includes (but isn’t limited to) common practices such as:

· Buying Reviews – Something most self-respecting businesses wouldn’t even consider, but research suggests is beyond rife.

· Misrepresenting Company-Controlled Review Websites as Independent – An all-too common practice that misleads people into buying into highly biased, one-sided and ultimately false information.

· Fake Indicators of Social Media Influence – This includes the sale, purchase or distribution of anything that could mislead the public as to your status on social media.

According to the FTC, civil penalties will be imposed against any violators found to be in breach of any of the above.

But given the potential scope of the issue as it exists today, it seems almost impossible that each and every brand that’s bought into practices like this to date will have implemented policies to ensure compliance in a matter of weeks.

What Does ‘Fake Indicators of Social Media Influence’ Mean?

This is perhaps going to be the most challenging issue to police properly. Why paying for positive reviews is fairly commonplace, the number of social media accounts using artificial inflation to boost their profiles is incalculable.

From the smallest brands to the biggest businesses to influencers and even politicians, it’s no secret that much (if not most) of their influence is often attributed to bots.

And it’s not difficult to understand why. Key in a quick online search and you’ll be returned with hundreds (if not thousands) of sketchy sellers from around the world, selling everything from Facebook followers to TikTok views to custom-written reviews.

According to the FTC, the official rules will apply to “any metrics used by the public to make assessments of an individual’s or entity’s social media influence, such as followers, friends, connections, subscribers, views, plays, likes, reposts and comments” which are not genuine reflections of the opinions and experiences of real people.

Influencers Under Increased Scrutiny

All of which represents yet another attempt to crack down on fake engagement and artificial inflation of key social media metrics. The message for brands and businesses being clear – don’t attempt to illegally ‘buy’ your way to social media fame and fortune.

But it’s not quite as simple as this – at least not for brands that work closely with high-profile influencers. As a general rule of thumb, the larger an influencer’s audience, the higher the likelihood a proportion (potentially large) of their follower-base is comprised of bots. And by associating yourself with them (and perhaps having their followers directly or indirectly endorse you), any dubious dealings on their behalf could reflect badly on you.

For the time being, no such rules or regulations exist in most other major markets – shy of the policies of the platform's themselves. Either way, it should be seen as an important wake-up call for any businesses still relying on purchased social proof.

You might be getting away with it for now, but you’ll eventually find yourself in the regulatory crosshairs.

Content Decay: What is it, and Does it Really Matter?

In a recent Search off the Record podcast, Google went into detail on its own take on the rather sketchy topic of content decay. A concept with no formal definition, most SEOs and webmasters have their unique ideas as to what content decay really means.

Hosted by John Mueller and Lizzi Sassman, the chat looked at how and why content decay occurs, and whether it’s something more SEOs should be taking seriously.

 

Mr Mueller's take on the issue underlined just how open to interpretation the whole thing is:

“Content decay is something where, when you look at reference material, it’s kind of by definition old. People wrote about it because they’d studied it for a really long time. So it’s an old thing. But that doesn’t mean it’s no longer true or no longer useful.”

He also made it clear that it wasn’t something he was totally familiar with himself:

“When I looked at it, it sounded like this was a known term, and I felt inadequate when I realized I had no idea what it actually meant, and I had to interpret what it probably means from the name.”

His sentiments were echoed by Sassman, who likewise gave the impression it wasn’t a concept she’d come across:

“It sounded a little bit negative. Like something’s probably wrong with the content. Probably it’s rotting or something has happened to it over time.”

But what was interesting was how during the discussion that followed – centred mainly on how to handle the issue – the pair made it clear that content decay in its own right isn't necessarily negative.

Avoiding Confusion and Misinformation

For example, you’d expect that blog posts talking about upcoming events that have long since come and gone would qualify as content decay. The content no longer serves a practical purpose and is therefore devoid of value.

However according to Sassman, this kind of content should be retained and does indeed still hold value for its historical accuracy. If someone was looking for information about such a past event, the post would be a practical source.

Digging deeper, Mr Mueller said that what matters most is ensuring you don’t confuse or mislead people. If a piece of content is subsequently deemed to be inaccurate based on future findings or developments, it becomes necessary to ensure this is highlighted.

Though contrary to popular belief, this doesn't necessarily mean erasing it, or even repurposing it. It could simply mean adding an explanation to inform the reader of the inaccuracies and irrelevancies, clearly showing the date the content was originally published, or redirecting users to more current and accurate information.

Only when outdated information could be considered potentially harmful does Google recommend removing it entirely. Otherwise, a nuanced approach to dealing with content decay can help you maintain trust and integrity, improve the user experience, and even make a positive contribution to your wider SEO efforts.

Social Media Marketing vs. Influencer Marketing: Choosing the Right Strategy for Your Business

 

Social media marketing (SMM) and influencer marketing (IM) are two very different but equally effective strategies. Deciding which of the two is right for your business begins with understanding the objectives, functions, benefits and potential drawbacks of both.

 

Social Media Marketing (SMM)

Objectives:

Social media marketing revolves around leveraging social media platforms to achieve various objectives, which include increasing brand awareness, driving website traffic and engaging with the target audience. SMM is an excellent tool for building a community around your brand and fostering customer loyalty.

Benefits:

1. Broad Reach: SMM allows you to reach a wide audience. Social media platforms have billions of active users, making it easier to connect with potential customers.

2. Cost-Effective: Compared to traditional advertising methods, SMM can be relatively cost-effective. You can choose to run paid ads or create organic content, giving you flexibility to fit your budget.

3. Engagement: Interacting with your audience through social media allows for real-time engagement. You can respond to comments, answer questions and build a stronger brand-customer relationship.

Drawbacks:

1. Time-Consuming: Managing social media accounts and creating engaging content can put a major drain on your resources.

2. Competition: Due to the popularity of SMM, there's intense competition for audience attention. Standing out from the crowd can be challenging.

Influencer Marketing (IM)

Objectives:

Influencer Marketing involves partnering with individuals who have a significant and engaged following on social media. The primary goal is to leverage their influence to promote your brand or products. IM is particularly effective for reaching niche audiences and building trust through a credible source.

Benefits:

1. Trust and Authenticity: When an influencer promotes your product or service, it can feel like a personal recommendation.

2. Targeted Audience: You can choose influencers whose followers align with your target audience, ensuring your message reaches the right people.

3. Content Creation: Influencers often create high-quality, engaging content that showcases your products or services in a unique way, saving you time and effort.

Drawbacks:

1. Cost: Collaborating with influencers can be expensive, particularly if you're working with well-known influencers with large followings.

2. Lack of Control: Once you hand over the reins to an influencer, you have limited control over how they present your brand.

Choosing the Right Strategy

Now that we've explored the core aspects of both SMM and IM, how do you determine which one is right for your business, or if a combination is ideal?

1. Know Your Goals: If you aim to build brand awareness and engage with a broad audience, SMM might be your go-to strategy. If you're targeting a specific niche and aiming for authentic endorsements, IM could be more effective.

2. Budget Considerations: Evaluate your budget. SMM can be cost-effective if managed well, whereas IM often requires a significant investment.

3. Audience Analysis: Understand your target audience. If they are highly active on social media and follow influencers within your niche, IM might be the way to go. However, if your audience is diverse and scattered across various demographics, SMM can help you reach a broader spectrum.

4. Content Needs: Consider your content creation capabilities. If you struggle with producing engaging content, collaborating with influencers can alleviate that burden. On the other hand, if you have a creative team in place, SMM allows you to have more control over your content.

5. Risk Tolerance: Assess your risk tolerance. IM involves entrusting your brand image to influencers, which can be risky. If you prefer to maintain greater control over your messaging, SMM might be a safer choice.