ASTROTURF, SOCKPUPPETS & FLOGS: A BRIEF HISTORY OF FAKES & FOOLS ASS’N OF THE BAR, CITY OF NEW YORK, KEN DREIFACH, [email protected] ZWILLGEN, PLLC APRIL 30, 2013 Ken Dreifach ZwillGen, PLLC [email protected]
Dec 17, 2015
ASTROTURF, SOCKPUPPETS & FLOGS: A BRIEF HISTORY OF FAKES & FOOLS
ASS’N OF THE BAR, CITY OF NEW YORK, KEN DREIFACH, [email protected]
ZWILLGEN, PLLCAPRIL 30, 2013
Ken Dreifach
ZwillGen, PLLC
Sockpuppets, Astroturf & Flogs: An Introduction
Background What are these things?
“Astroturfing” = fake grass(roots) Reviews, posts,
“Sockpuppet” = fake online identity “Flog” = fake blog (undisclosed sponsor)
Purpose: Create buzz, viral marketing, influence decision-makers
Does is really matter (& Isn’t the Internet fake anyway . . . ?
These devices mimic influential groups: Consumers Peers Journalists
A Brief History of Astroturfing . . . Cassius “Astroturfs” Brutus:
I will this night,In several hands, in at his
windows throw,As if they came from several
citizens, writings . . .
Walt Whitman reviews Walt Whitman circa 1855
=
Leaves of Grass - - reviewed by Anonymous
“as if all the sounds of earth and hell were tumbled promiscuously together”
Political Sockpuppetry
Lloyd Bentsen: “A fellow from Texas can tell the difference between grass roots and Astroturf . . . this is generated mail.” Discussing mail supporting insurance
cmpanies, 1985.
Book and Product Reviews “The Best Book Reviews Money Can
Buy,” NY Times (August 26, 2012) Gettingbookreviews.com: $499 = 20 reviews $999 = 50 reviews
April 2013: Samsung apologizes for posting fake (negative) reviews of HTC devices Hired students to do it
Political Sockpuppetry
Former SF Mayor Newsom’s Chief of Staff Disguised blogs, posts “It was fun -- it's [the Internet is] where
people are having fun." But "there's probably a different standard for me.“
Russian youth group Nashi – payments to bloggers, journalists and others online to flatter Putin and discredit rivals.
Flogging Across America
“Wal-Marting across America” Blog (2006) Laura & Jim in an RV, staying in Wal-Mart
lots Failed to Disclose Wal-Mart sponsorship
Whitman to Wal-Mart: Why Now?
Social Media Viral, crowd-sourced
Big Data “influencers” (and cheap labor) are cheap
and easy to find Need for online monetization
Entertainment is consumed online Ad dollars & techniques are still catching up Online ad models are still evolving
Whitman to Wal-Mart: Why Now?
Social Media Viral, crowd-sourced
Big Data “influencers” (and cheap labor) are cheap
and easy to find Need for online monetization
Entertainment is consumed online Ad dollars & techniques are still catching up Online ad models are still evolving
What Laws Apply?
FTC and deceptive practice laws Ethics Standards
Advertising Journalism WOMMA
The law of public opinion
The Critics . . .
SPONSORED: The Taliban Is A Vibrant And Thriving Political MovementNEWS • News • ISSUE 49•03 • Jan 15, 2013