Digital Reality
There’s so much to talk about digital platforms and how they continue to influence lives of consumers. Today, I’m going to write about a few topics that you're familiar with such as fake followers, privacy, security and fake news.
Fake Followers
Although social media influencers are relatively new in the advertising world, their rising popularity for brands are undeniable. However, over the past recent years, their credibility is being scrutinized due to the explosion of fake followers being sold and bought online. These fake followers do not only impact the reputation of the brand being advertised by the influencer, it also has a significant effect on the brand’s loyal consumers and may potentially ruin the reliability of the influencer him or herself.
According to American Express, fake followers are designed to create a false impression about the popularity and authority of the brand (in this case the influencer). Without a doubt this will eventually impact followers experience and leads to cynicism about the information being provided.
In an article written by Forbes it says, “fake follower factories will continue to thrive and they will be around for a long time. “
Consumers including me know the existence of fake followers but I wonder why we still follow social media influencers?
Data Privacy and Security
Over the past few years, data breaches have been a popular topic in the marketing world. This is also one of the core reasons why consumers have been distrustful of companies.
As I write this blog I am also reflecting on the last 48 hours of my life. Like you, I’ve already checked and logged on to various websites, scrolled through Facebook, posted on Instagram, clicked like on creative contents, followed a content creator, checked my Twitter, read and deleted emails and bought something online using a discount code that I’ve gotten from a marketing email I didn’t even ask for. These are just some of the occasions where consumers like me are exposed to offer our personal data (email address, date of birth, postcode, bank details, name of our pet, mother’s maiden name etc) without even realising where do companies keep the information they gather about you and me and the potential consequences it poses if its hacked or leaked.
Fake News
The rise of fake news has infiltrated social media platforms and their popularity has changed views and opinions of unsuspecting consumers all over the world. Social media platforms such as YouTube and Facebook are notorious for spreading fake news as we have seen during the recent Australian federal election. These platforms are also infamous for spreading extreme opinions and radical views. Recently, Facebook has banned extreme violence being live streamed after the incident in New Zealand.
However, we cannot deny the fact that social media platforms are very slow in responding to protect consumer privacy and security. Some consumers may argue how about freedom of expression? From the recent announcement of Facebook in terms of privacy, we can assume the low level of seriousness from the organisation in terms of protecting consumers.
Do you think the government should introduce legislation to regulate digital platforms or should the government just let these platforms regulate themselves?
Fake Followers
Although social media influencers are relatively new in the advertising world, their rising popularity for brands are undeniable. However, over the past recent years, their credibility is being scrutinized due to the explosion of fake followers being sold and bought online. These fake followers do not only impact the reputation of the brand being advertised by the influencer, it also has a significant effect on the brand’s loyal consumers and may potentially ruin the reliability of the influencer him or herself.
According to American Express, fake followers are designed to create a false impression about the popularity and authority of the brand (in this case the influencer). Without a doubt this will eventually impact followers experience and leads to cynicism about the information being provided.
In an article written by Forbes it says, “fake follower factories will continue to thrive and they will be around for a long time. “
Consumers including me know the existence of fake followers but I wonder why we still follow social media influencers?
Data Privacy and Security
Over the past few years, data breaches have been a popular topic in the marketing world. This is also one of the core reasons why consumers have been distrustful of companies.
As I write this blog I am also reflecting on the last 48 hours of my life. Like you, I’ve already checked and logged on to various websites, scrolled through Facebook, posted on Instagram, clicked like on creative contents, followed a content creator, checked my Twitter, read and deleted emails and bought something online using a discount code that I’ve gotten from a marketing email I didn’t even ask for. These are just some of the occasions where consumers like me are exposed to offer our personal data (email address, date of birth, postcode, bank details, name of our pet, mother’s maiden name etc) without even realising where do companies keep the information they gather about you and me and the potential consequences it poses if its hacked or leaked.
Fake News
The rise of fake news has infiltrated social media platforms and their popularity has changed views and opinions of unsuspecting consumers all over the world. Social media platforms such as YouTube and Facebook are notorious for spreading fake news as we have seen during the recent Australian federal election. These platforms are also infamous for spreading extreme opinions and radical views. Recently, Facebook has banned extreme violence being live streamed after the incident in New Zealand.
However, we cannot deny the fact that social media platforms are very slow in responding to protect consumer privacy and security. Some consumers may argue how about freedom of expression? From the recent announcement of Facebook in terms of privacy, we can assume the low level of seriousness from the organisation in terms of protecting consumers.
Do you think the government should introduce legislation to regulate digital platforms or should the government just let these platforms regulate themselves?
I think these platforms should regulate themselves! If we give the government too much control, they will continue censoring our creativity and what we can do online. But I think each company has their own responsibility to look after their users. Great content!
ReplyDelete-Paul
Thanks for your insight Paul, I definitely agree with you but the other side of my brain tells me that government intervention is really necessary to protect consumers who can't protect themselves. I'm always skeptical about the effectiveness of giving the responsibility to the private company. Although it is true that giving too much power to the government can also limit our freedom to express our views.
DeleteI really like how you covered a lot of topics in your blog post! When it comes to regulation on digital platforms, it's a bit of a grey area because I think it depends on what aspect we're talking about. If we're talking about privacy and security, I think the government should do more to safeguard our personal data as like you said, it can be leaked or used against us. However, I'm guilty of giving my personal information away too freely, for convenience.
ReplyDeleteCheck out my blog post for this week: https://jensdigitalmarketingblog.wordpress.com/2019/05/26/139/
- Jen
Thanks for the comment Jen. I agree we definitely need a strong intervention from the government in terms of protecting consumers privacy and security.
DeleteI think fake followers are such a waste, it really misleads the public into the incorrect opinions of people. I also think companies like Facebook and Instagram need to stay on top of this, as it calls into question their own authenticity!
ReplyDeleteGreat read! I also wrote about fake followers : https://s3599853.home.blog/2019/05/27/fake-it-til-you-make-it-buy-your-followers/
Absolutely true. If FB wants to remain in the market. i think they need to be quick and decisive in responding to consumers demand. We need platforms that are authentic and genuine.
DeleteI really think that the way its going, endorsers buying followers, its attracting people , making them believe that this is popular and they should be part of it, wrong. It mislead consumers and damage the brand image collaborating with them. Our data are also used and sold to other companies at what ends, this is the problem, we don't know. I think that the government should step in before its going too far.
ReplyDeleteI absolutely agree and governments wherever country it is should really step in to force companies to tighten they regulations. This is to protect consumers who can't protect themselves.
DeleteI do see the appeal fake followers has for a business. It makes them look more popular and seem to have more authority as you pointed out. But personally, I dislike them. Why would you build your business on a foundation of fake followers? Would this not crumble if more people were to realise this? I think gaining followers through engagement and authenticity is more important.
ReplyDeleteI think platforms should regulate themselves. I can see a huge amount of issues if governments were given this control. I think platforms should emphasis their policies more and become more vigilant when it comes to things being shared. However, I know that this will be a difficult task.
I agree with you points. businesses shouldn't really engage in buying fake followers especially these days when consumers are now starting to distrust/skeptical about what they see on social media. I think this is the best time for businesses to be genuine on what their purpose are.
DeleteMaybe the government should pressure businesses for tighter rules to protect consumers rather than regulate them.
Very interesting blog! I definitely think there needs to be some form of regulation but whether or not it's through the government or the platforms themselves, it's hard to say. Currently its proven that these platforms aren't doing much in the way of protecting our privacy with multiple instances where there have been leaks of consumers data. I definitely think something needs to be done soon as people are beginning to lose trust in these platforms.
ReplyDeleteCheck out my blog, would appreciate your thoughts! https://simpledigital.home.blog/2019/05/26/who-can-you-trust/
Thanks for finding the blog interesting. Government intervention can sometimes cause more problems then good. Although what I think is helpful is for the government to put pressure on companies to ensure privacy and security for consumers sake.
Delete