The practice of marketing companies paying armies of people to post misleading, false information on blogs, forums and social sites is expanding globally.
While the practice can be used to post fake positive reviews for pay, for example, more often these paid posts are intended to destroy competition. I’ve been getting unsolicited calls from companies looking to hire people to do “SEO work” where the work consists of signing up for fake accounts and posting fake testimonials or comments, depending on what you’re paid to write. It’s become part of the “work from home” industry.
I found an article on how China is going gangbusters with what is called the “Internet Water Army”. According to an article in TechnologyReview called Undercover Researchers Expose Chinese Internet Water Army, “Paid posting is a well-managed activity involving thousands of individuals and tens of thousands of different online IDs.”
Another article I found refers to the practice as “cyber warfare”. This is different then spam drivel appearing in a blog’s spam pile. These people are paid to be deceptive. The article about China above reveals how someone went undercover to learn all he could about the various ways in which companies pay for biased and misleading content. He developed software to spot the behavior and methods used for this type of paid content delivery.
The article claims:
Clearly some companies are desperate enough to pay for dishonest information by purposely conning the buying and reading public. How can you spot these paid bozos? In forums, they tend to post often, start a discussion and than move on without any investment in the topic. They use templates and cut and paste the same content, often sticking it in places that don’t make logical sense. They leave comments but don’t respond to comments on their comments.
As always, when reading user generated content, use your head. Get many opinions. If something doesn’t seem credible, it likely isn’t.