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Social Media Is Full Of Fakes – As In Fake Followers New Study Finds – Forbes

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Model and self-made Instagram star Jay Alvarrez has been in the top 10 of many social media lists, including for having the most followers, but according to a new report from international marketing agency Sortlist, the Hawaiian-born social media sensation now tops a more dubious list. Alvarrez is the celebrity with the most “fake followers.”

Of his 6.8 million followers, upwards of 2.45 million or 36 percent are believed to be fakes.

Alvarrez could be in good or perhaps bad company – as celebrities such as Paris Hilton, Caitlyn Jenner and Nicki Minaji and brands including the Leicester City Football Club, Pizza Hut and Burger King all had a sizeable number of faker followers. In most cases the larger the number of followers, the larger number of fakers – Arianna Grande had more than 70 million fake followers on Instagram according to Sortlist, while even the British Royal family had nearly two million!

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The study noted that while it is often hard for celebrities and brands with such significant social media followings to limit the number of fake followers they have, it is also an important factor that brands should take into consideration when working with and more importantly paying an influencer.

If the influencer’s influence isn’t as great as it may appear, it may make it harder to turn impressions into conversions.

“Having ‘fake followers’ on social media could make an influencer or celebrity seem like they have more influence or fame than they actually do, especially when you look at the scale and proportion of fake followers on these platforms ” explained Aline Strouvens, digital public relations manager at Sortlist.

Even as many of these influencers have a huge number of legitimate followers, it is important to note that 100 million plus followers is reduced significantly if 26 percent were actually fake users. Even with a massive following, it is easy to see how this could inflate the perception of influence.

“For themselves this could be beneficial as it could mislead the public into thinking they are more popular than they are, which in turn could increase their likability,” Strouvens added. “There is always a downside – fake followers and bots on social media are an issue because they can cause a problem with commercial value and accurate representation.”

Social followings can grant a huge monetary value to celebrities, brands and influencers, and because of this, brands looking to work with a particular influencer or celebrity may employ the top social media teams and agencies to work on their influencer marketing. If the numbers are artificially increased that can result in far less actual influence.

“On our platform alone we saw a 38 percent increase in companies looking for social media experts – these teams will look into the credibility of your followings and engagement rates and use this as a deciding factor as to whether they will work or ‘collaborate’ with you,” Strouvens told me via an email. “If an influencer or celebrity has extremely high amounts of fake followers and bots this could reduce their chances of getting highly paid brand collaborations and endorsements.”

Social media marketing is an expertise that keeps growing, and Sortlist said it expects to keep seeing more and more specialists in influencer marketing. However, those famous individuals will need to determine how to best address the issues of fake followers if they expect to maintain said influence.

Strouvens added, “We can really see on Sortlist the importance of this expertise for companies and how influencers and celebrities are going to have to work on increasing their credibility in order to gain these top brand collaborations.”

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CTV National News: Social media giants sued – CTV News

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CTV National News: Social media giants sued  CTV News

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India’s media – captured and censored

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Across almost every form of media in India – social, broadcast and print – Narendra Modi and the BJP hold sway.

With India amid a national election campaign, its news media is in sharp focus. Until recently it was believed that the sheer diversity of outlets ensured a range of perspectives, but now, India’s mainstream media has largely been co-opted by the Bharatiya Janata Party and Prime Minister Narendra Modi. Just how did the media in India get to this point and what does it mean for the upcoming elections?

Featuring:

Ravish Kumar – Former Host, NDTV
Shashi Shekhar Vempati – Former CEO, Prasar Bharati
Pramod Raman – Chief Editor, MediaOne
Amy Kazmin – Former South Asia Bureau Chief, Financial Times
Meena Kotwal – Founder, The Mooknayak

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Social media lawsuit launched by Ontario school boards

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Premier Doug Ford says that lawsuits launched by four Ontario school boards against multiple social media platforms are “nonsense” and risk becoming a distraction to the work that really matters.

The school boards, including three in the Greater Toronto Area, have launched lawsuits seeking $4.5 billion in damages against Snapchat, TikTok, and Meta, the owner of both Facebook and Instagram, for creating products that they allege negligently interfere with student learning and have caused “widespread disruption to the education system.”

But at an unrelated news conference in Ottawa on Friday, Ford said that he “disagrees” with the legal action and worries it could take the focus away from “the core values of education.”

“Let’s focus on math, reading and writing. That is what we need to do, put all the resources into the kids,” he said. “What are they spending lawyers fees to go after these massive companies that have endless cash to fight this? Let’s focus on the kids, not this other nonsense that they are looking to fight in court.”

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Four separate but similar statements of claim were filed in Ontario’s Superior Court of JusticSocial media lawsuit launched by Ontario school boards pervasive problems such as distraction, social withdrawal, cyberbullying, a rapid escalation of aggression, and mental health challenges,” Colleen Russell-Rawlins, the director of education with the Toronto District School Board, said in a news release issued Thursday.

“It is imperative that we take steps to ensure the well-being of our youth. We are calling for measures to be implemented to mitigate these harms and prioritize the mental health and academic success of our future generation.”

The school boards are represented by Toronto-based law firm Neinstein LLP and the news release states that school boards “will not be responsible for any costs related to the lawsuit unless a successful outcome is reached.”

These lawsuits come as hundreds of school districts in the United States file similar suits.

“A strong education system is the foundation of our society and our community. Social media products and the changes in behaviour, judgement and attention that they cause pose a threat to that system and to the student population our schools serve,” Duncan Embury, the head of litigation at Neinstein LLP, said in the new release.

“We are proud to support our schools and students in this litigation with the goal of holding social media giants accountable and creating meaningful change.”

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