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STUDY: 7 Percent Of Facebook Brand Page Posts Are Considered Spam


According to a recent survey among 9,000 Facebook brand pages, 7 percent of all posts published are considered spammy by the users. It is Komfo – a social media marketing suite provider – who has conducted the research and it further shows that the spammy posts lead to a significant decrease of the reach of the pages.

How Facebook Determines Spam

The exact Facebook algorithms defining spam are as well hidden secret as the Coca-Cola recipe and there is an obvious reason for that – spammers should not learn how to game the system. What we know is that Facebook constantly observes the users’ behavior and interactions with posts in order to recognize patterns and create an algorithm that determines discrepancies.

There are three ways a user can give negative feedback to a page which will cause your spam score to increase:

  • Marking a post from your page as spam
  • Hiding a post from your page
  • Unliking your page through a post

All three activities will typically occur when the user scrolls down his or her newsfeed from which these actions can be taken.

High Spam Score, Low Reach

In any of those cases, your spam score will increase and this will lower your reach. This applies not only to the post that was marked as spammy, but to all of the page’s activities and thus harms your results in the long run. It can even cause your page to be shut down. The bad news is that it is hard to get an overview of what posts and how many of them were marked as spam or hidden/unliked via the Facebook insights. The good news is that there is a tool out there that can provide you with this valuable info.

Komfo CEO Rasmus Møller-Nielsen discussed the importance of keeping an eye on feedback:

From our talks with community managers we have realized that only a minor fraction monitor how spammy their posts are and take it into consideration in their content planning. It is crucial for community managers to increase their spam awareness in order to increase their reach and in the end their return on investment. 

How to Avoid Becoming a Spammer?

There may be many reasons for you to unintentionally become one of the “bad guys,” but here are some basic things to avoid in your everyday community management:

  • Too many marketing posts. People look for conversations on Facebook and they don’t want to become a victim of your marketing team. Be delicate when trying to sell anything on Facebook, otherwise there will be fan revenge.
  • Abusive information. There is no need to comment on this one. The crowd will punish any discrimination or other form of offense.
  • Irrelevant posts. It is nice sometimes to just chat with your fans on some random topics, but don’t go too far and try to keep focus on topics related to your brand.
  • Too frequent posts. Have you ever met someone on the street that doesn’t stop talking and talking for hours? No matter how interesting you found the topic in the beginning, you just get tired and eventually stop listening. Trying too hard to post all the time may result into losing your fans’ interest and they can shut you down by a simple click on the “hide” button.

Readers: What are the situations when you felt spammed as a user? Can you add some more tips to the list?

Roza Tsvetkova is one of Komfo‘s passionate team members and she has worked with social media for more than 6 years in both the U.S. and Europe. You can reach Roza on Twitter, @RozaTsvetkova.

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Time Spent On Social Media During Campaigning Will Be Considered As Poll Expenditure, Says Karnataka SEC


May 5th is a big day for all major political parties in India. The state of Karnataka is going to witness state elections and it would be one of the major elections that would also be a litmus test for social media. All the major parties have created a presence on social media and are trying to impress the young voters. Keeping aside their performance and effective usage of the medium, the Karnataka State Election Commission has announced that it would be ensuring strict adherence to poll code and cut out any misuse of social media.

Time Spent On Social Media During Campaigning Will Be Considered As Poll Expenditure, Says Karnataka SEC image Anil Kumar Jha Karnataka Chief Electoral Officer

Speaking to the UNI, Anil Kumar Jha, Karnataka Chief Electoral Officer said the commission plans to keep a close eye on political parties and the way candidates are using the platform. If the commission finds any objectionable content then it would report to the concerned departments without much delay and violators would be booked under IPC for electoral malpractice. However, Mr. Jha further expressed that they welcome the use of the medium by parties and till now there hasn’t been any breach of code from any political party.

While elaborating more on the effort by the commission with regards to social media efforts, Mr. Jha said that the time spent on social media campaigning will be included under the poll expenditure limit for the candidates.

How will the Karnataka SEC monitor social media?

It is encouraging to see such moves from a state electoral commission. However, there are two major problems that Mr. Jha himself is aware – 1) How would the monitoring of political parties happen on social media, and 2) How will the commission calculate the time spent on social media.

The commission says that they would be keeping a close eye but hasn’t clarified how? There seems to be no mention of any monitoring product and I am sure that the SEC must be aware that it is not possible manually. Rest what would be defined as ‘misuse’? Is the SEC planning to come out with social media guidelines for the political parties? With elections standing right at the door, I am supposing that this is not on the list at least for now.

Additionally, the commission also plans to count social media campaigning time under the poll expenditure limit for the candidates. Though Mr. Jha has expressed that it would be tough to keep an account on such activities but again they would be keeping a close eye. Not sure what Mr. Jha means by keeping a close eye.

But the commission can think of keeping a track of the expenditure of advertisements being done by the political parties on social media. A required move that was announced by the EC during the legislative elections conducted in Meghalaya and Nagaland, earlier this year.

It is high time when the electoral commission of the country and the state electoral commissions sit down and issue rational social media guidelines for political parties.

Image courtesy: www.thehindu.com

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