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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]. Sockpuppets , Astroturf & Flogs: An Introduction. Background - PowerPoint PPT Presentation
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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.
WHO’S ASTROTURFING
NOW?
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
Advertorials & Journalistic Ethics
Advertorials & Journalistic Ethics
“Sponsor Content”
The Critics . . .
SPONSORED: The Taliban Is A Vibrant And Thriving Political MovementNEWS • News • ISSUE 49•03 • Jan 15, 2013
On the Other Hand . . .
