Why You Should Not Purchase Facebook Likes

It is tempting to purchase “Likes” for your company or organization. The more “Likes” you have, the more legitimate your company appears, and the more your posts will be seen right? Wrong!

You have undoubtedly seen advertising claming to deliver Facebook Likes for your company. I still encounter companies that have either already purchased Facebook Likes, or are considering purchasing Likes from various sources. Here is why this is a bad Marketing move.

When you purchase Facebook Likes for your page critical metrics including Support and Engagement go down. Purchased Likes are either people being paid to “like” accounts, or fake accounts altogether. Either way, these people do not value your company or organization. The Likes you get are from spam or fake accounts, which violates Facebook’s user policy. (This means they can get banned and deleted.)

Facebook uses several algorithms which determine how often your posts appear in your fans’ Newsfeeds. If your content does not generate engagement, then it demotes your content. When you buy Facebook Likes, the percentage of people who engage with your content (which is likely not even everyone who organically liked your page) will shrink.

So, not only is buying Likes a waste of money, it actually harms your ability to reach your true fans.

Here is a video from Veritasium that does a great job explaining fake Likes on Facebook.



Category : BriteWire Blog


How Netflix Uses Image Analysis To Create Visual Content

Producing high-quality original content is expensive, so Netflix analyzes its vast collection of data to increase the odds of creating content that appeals to its subscribers. With subscribers presented with nearly unlimited options, why leave such a potentially critical aspect completely to chance? After all, Netflix possesses the data to make the most informed business decision possible.

In a previous Blog Post we talked about how Netflix is using massive amounts of data to make intelligent decisions on creating original content.

They also perform data analysis on images to gain competitive advantage.

Questions Netflix answers with Visual Image Analysis include:

– Are certain customers trending toward specific types of covers? If so, should personalized recommendations automatically change?

– Which title colors appeal to which customers?

– Is there an ideal cover for an original series? Or should different colors be used for different audiences?

Look at the covers of their original series House of Cards, and the 2010 version of Macbeth that ran on the PBS series Great Performances.

They are very similar in terms of color balance, contrast, and visual field. They both display older white men with blood on their hands(Kevin Spacey and Patrick Stewart). Both images have primarily black backgrounds, and use a very similar color pallet.

Netflix House Of Cards vs Macbeth

The covers of the two shows are much more similar than dissimilar. However, subtle differences do exist between the two images, and Netflix can precisely measure those differences. The next image details how Netflix visually interprets the data from those images.

Netflix Visual Data Analysis

Netflix measures if the similarities and differences have any quantifiable impact on subscriber viewing habits, recommendations, and ratings. Management teams carefully review this data when selecting the covers for their original content series.

What is next? Comparing the visual contrast and hues of images isn’t a one-time experi­ment for Netflix, it is a regular component of their strategy. Netflix recognizes that there is tremendous potential value in these discoveries. To that end, the company has created data analysis tools to unlock that value.

At the Hadoop Summit in 2013, Netflix employees Magnusson and Smith talked about how data on titles, colors, and covers helps Netflix in many ways. For one, analyz­ing colors allows the company to measure the distance between customers. It can also determine, the “average color of titles for each customer in a 216-degree vector over the last N days.”

A great example of a company transforming data into intelligent, game-changing results.

REFERENCES: http://techblog.netflix.com/

Category : BriteWire Blog


How Netflix Uses Big Data To Create Content

Netflix collects an enormous amount of data on its users and their actions, and uses that data in ways never before used in the entertainment industry to decide what content to produce. The numbers are staggering: Netflix is the world’s leading Internet television network with over 57 million members in nearly 50 countries enjoying more than two billion hours of TV shows and movies per month.

Netflix collects an enormous amount of data on its users and their actions, and uses that data in ways never before used in the entertainment industry to decide what content to produce.

The numbers are staggering: Netflix is the world’s leading Internet television network with over 57 million members in nearly 50 countries enjoying more than two billion hours of TV shows and movies per month.

Netflix looks at data generated from over 40 million “plays” a day. It keeps a record of every time subscribers pause the action, rewind, or fast-forward. They track how many subscribers abandon a show entirely after watching for a few minutes. In addition they track the time of day when shows are watched, and on what devices they are watched on.

Netflix user account data provides verified personal information (sex, age, location), as well as preferences (viewing history, bookmarks, Facebook likes).

Having this wealth of detailed knowledge of Netflix subscribers, what they watch, and how they watch it allowed the company take the next step of creating content, but do it using intelligent data driven decisions.

The data collected by Netflix indicated there was a strong interest for a remake of the BBC miniseries House of Cards. These viewers also enjoyed movies by Kevin Spacey, and those directed by David Fincher.

Netflix determined that the overlap of these three areas would make House of Cards a successful entry into original programming.

Venn Diagram - Netflix House Of Cards

The result: House of Cards is the most streamed piece of content in the United States and 40 other countries, according to Netflix. It is rated 9.1/10 from 180,816 users at IMDB.

In any business, the ability to accurately predict what products or services will succeed is of paramount importance and value.

What is next? Correlating the raw numbers of Kevin Spacey fans who also like David Fincher and have a fondness for British political dramas is just the beginning. Netflix’s deep dimensions of data about what you are watching can be used to judge specific aspects of content as well. Senior data scientist Mohammad Sabah reported at a Hadoop Summit conference in 2012 that Netflix was capturing specific screen shots to analyze in-the-moment viewing habits, and that the company was “looking to take into account other characteristics” as well. What could those characteristics be? GigaOm’s report of the Sabah presentation speculated that “it could make a lot of sense to consider things such as volume, colors and scenery that might give valuable signals about what viewers like.”

In the next post I will explore how Netflix uses Data Visualization to make Intelligent Design Decisions.

REFERENCES: http://techblog.netflix.com/

Category : BriteWire Blog


500% Difference In Search Term Performance

The usefulness of keyword marketing intelligence cannot be overstated; with keyword research you can predict shifts in demand, respond to changing market conditions, and produce the products, services, and content that web searchers are actively seeking. However, subtle changes in terms and keywords can make a dramatic difference in performance. In this article we correlate a selection of search terms to reveal a surprising trend in Interest Over Time.

Keyword research is one of the most important, valuable, and high return activities in the field of Internet Marketing. Marketers are familiar with measuring the frequency different terms are searched for in identifying which terms to optimize around. By researching your market’s keyword demand, you can not only learn which terms and phrases to target with SEO, but also learn more about your customers as a whole. Content Marketers use a similar approach in identifying subjects for content, and the titles to use with that content. The idea being that you want to optimize around terms that get searched for frequently, or have the highest interest among your target audience.

We analyzed a collection of 40 search terms for the tourism industry. The collection of terms followed two different patterns. One set all began with the phrase “top 10…”, and the other set all began with the phrase “10 best…”.

The line chart below (figure 1) is the terms correlated with their search frequency over time.

500% increase in search term performance

figure 1

It seems like a minor difference, and you might assume that the terms “top 10” and “10 best” can be used interchangeably.

However, terms beginning with the phrase “top 10” had over 500% more searches than the terms that began with the phrase “10 best”.

This simple example demonstrates how important it is to use data to drive your marketing decisions.

Category : BriteWire Blog


A Primer On Data Correlation for Marketers

BriteWire uses data science to drive intelligent marketing decisions. When making a presentation to a new customer, I like to include a quick primer on Data Correlation to help them understand how powerful it can be in revealing trends, patterns, and characteristics of success for their business.

When two sets of data are strongly linked together we say they have a High Correlation. The classic textbook example used to demonstrate correlated data is height / weight data sets for human beings. The data indicates that a person’s weight is dependent on how tall they are, with shorter people tending to weigh less than taller people.

BriteWire uses correlation in many ways. We first use it to validate data sources. This is done by using known data values to check if they correlate with the data set we are analyzing but have not yet validated. This is best demonstrated using some simple data sets with known public data.

The following chart (figure 1) is a data set that measures visitor interest in Yellowstone National Park correlated with Glacier National Park.

Data Correlation – Validating Data

figure 1

Both of these parks publish Visitation Statistics, so we can use these known values to validate the data set we are working with. Visitors per year to Yellowstone National Park are approximately just over 3 million per year, with visitors to Glacier National Park averaging slightly lower at just over 2 million. Analyzing the published data in more detail reveals that there is seasonality, with the summer months being the period of highest visitation.

Looking at the chart we see that the data set indicates interest in Yellowstone National Park is higher than interest in Glacier National Park, and that interest peaks during the summer months. The data set correlates with the published data from the National Parks.

Scatter Plots are often used to visualize correlated data because they indicate how strong the correlation is. In the next chart (figure 2) web wearch activity for Yellowstone National Park and Glacier National Park are displayed in a scatter plot.

Data Correlation – Strong Correlation

figure 2

The scatter plot in figure 2 is showing a Strong Positive Correlation between Web Search Activity for Yellowstone National Park, and Glacier National Park. A user searching for information on Yellowstone National Park also appears to be searching for information on Glacier National Park. This makes sense because they are both located in the state Montana, and many people are interested in visiting both during their vacation.

As a result, your content marketing strategy should group these two subjects together, and perhaps cross link / cross promote between them. If you are a tour opporator perhaps you create a travel package that includes visiting both parks. These are very basic take-a-ways, but you get the idea.

A week correlation is easy to visualize with a scatter plot. The last chart(figure 3) is the scatter plot for web search activity for Yellowstone National Park and Katy Perry.

Data Correlation – Weak Correlation

figure 3

Not surprisingly the scatter plot indicates a week correlation between these two data sets.

In addition to validating data sets, Data Correlation can be used in many different ways to drive intelligent decisions for marketers, including social marketing strategy, content marketing, and interpreting data sets derived from Buzz Monitoring.

We will explore Data Correlation in greater detail in future articles as we explore these topics and more.

Category : BriteWire Blog


Big Data – Why It Is Important For Marketing

Big data is a term used to describe the exponential growth in the amount of data generated and stored. The analysis of big data will become increasingly important to marketers because it leads to more intelligent decision making.

Big Data MarketingThe software industry has been defined by major shifts or transitions in the technical landscape. Having been in the tech industry for over 25 years, I have been involved with many of these waves. The PC wave, which was followed by the Client Server wave that revolutionized Enterprise Computing. This was followed by the Open Source wave, followed by the rapid rise(and brief collapse) of the Internet wave, Social Networks, and Mobile Computing.

One of the most exciting developments is the rise in Big Data and Cognitive Computing. In the last 2 years humans have generated more data than they have in the history of mankind. To put that in perspective you need to consider that humans have been around for over 200,000 years!

In the last 2 years humans have generated more data than they have in the history of mankind. To put that in perspective you need to consider that humans have been around for over 200,000 years!

Some of this data is being put to good use, but most of it isn’t being used in meaningful ways… yet.

I see a huge opportunity to use all the data and organize it in meaningful ways for data driven decisions, especially when it comes to marketing decisions.

That is the idea behind BriteWire…. Big Data analysis to drive Intelligent Internet Marketing.

BriteWire ingests large amounts of data and analyzes it to reveal trends, patterns, and characteristics of success. Just as important as the vast volume of data being generated is the timeliness of the data. Real time or near time analysis and monitoring of data can provide valuable information about emerging trends. When impending crises are identified you can be alerted before the situation becomes damaging.

In a world in which knowledge is power, what you don’t know can hurt you.

In future blog posts I will be diving into these topics and more. If you are interested in Big Data, Internet Marketing, Brand Development, and Internet Technology then follow along as I explore these topics in greater detail.

I will also be writing articles and posts about Competitive Intelligence, Social Networks, Cloud Computing, Content Marketing, and “Buzz Monitoring”.

Category : BriteWire Blog


Facebook Advertising Fraud – Fake Likes

Facebook Fake Likes

It is well known that Facebook’s advertising model has questionable effectiveness. There is substantial evidence to support the statement that Facebook’s revenue is based on fake Likes.

The effectiveness of Facebook as an advertising platform first came into question in 2012 when savvy users started realising that users accounting for 80% of Facebook likes for a page only had 1% of user engagement.

This disconnect in Likes and engagement led to tests conducted by users to understand what was going on with Facebook Likes.

There are two ways to purchase Facebook Likes. The illegitimate way, and the legitimate way that Facebook sells you.

The illegitimate way is to go to a 3rd party website and purchase Likes.

Facebook does not want businesses purchasing “Fake Likes” from 3rd parties, but Facebook themselves are more than willing to sell you as many “Fake Likes” as you are willing to purchase.

This is what Facebook feels is the legitimate way. They call these other websites “scams” for selling Likes for your Facebook Page because these users will not have a genuine interest in what your Page is about.

But the Likes generated from Facebook’s own advertising programs to advertise your page also result in a massive number of Fake Likes and poor engagement.

The US State Department famously paid $630,000 to acquire 2 Million fans, then realized engagement was 2%.

There are a few well known examples of journalists documenting their own experience with this. I am capturing them here for reference in the future.

The case of Virtual Bagel Ltd.

Virtual Bagel Ltd had over 4,000 likes on Facebook. They had a brilliant business model: “We send you bagels via the Internet – just download and enjoy.”

This was a fake Facebook page set up bu BBC Technology Correspondent Rory Cellan-Jones in 2012. He wanted to find out how much a “Like” was worth on a Facebook page.

After creating the fake page, Cellan-Jones created a Facebook advertising campaign. He set a budget of $10 and launched it. Within minutes people were starting to “like” his meaningless Facebook page. Within 24 hours the fake page had 1,600 likes – and he had spent his $10 budget.

Ultimately, the Virtual Bagel page gathered over 4,000 Likes.

Cellan-Jones analyzed where the “likes” where coming from, and looked at what other pages some of these Facebook accounts had liked. It was obvious that face Facebook accounts associated with Click Farms were liking the page, which resulted in zero engagement.

But he had not hired a Click Farm. He paid for Facebook Ads.

In August of that year Facebook announced it had identified and removed over 83 Million fake accounts, but they did not delete the fake Likes.

The article is here: https://www.bbc.com/news/technology-18819338

The case of Virtual Cat

Popular YouTube channel Veritasium launched the fake Facebook page Virtual Cat in February 2014 to test Facebook’s advertising to determine if it still generated fake Likes.

The page had the following description: “Virtual Cat is a virtual pet like none other. Here we’ll post only the worst, most annoying drivel you can imagine. Only an idiot would like this page.”

The Page had one post saying the following: “PLEASE HELP This page is actually an experiment created by Veritasium, a science YouTube channel. If you can see this post please comment briefly and let me know why you liked this page(because this page is intentionally blank and meaningless). The experiment is to find out who would like a page like this and why. Thank you!”

The creator of the page then paid $10 to advertise it on Facebook. He targed the advertisement only to cat lovers in the United States, Canada, Australia, and the United Kingdom. This was done to avoid the countries where click farms commonly operate.

Within 20 minutes the entire marketing budget was spent, and the page had 39 likes.

Upon analysis of the users that had liked the page, they all liked thousands of other pages.

After spending $25 on Facebook Advertising the Virtual Cat page had 262 Page Likes. 8 People saw the post. 0 People engaged.

The video is here: https://www.youtube.com/watch?v=oVfHeWTKjag

The key learning from these examples is that Click Farms click the Facebook advertisements for free in order to avoid detection by Facebook’s fraud algorithms. Facebook benefits financially from this and isn’t motivated to resolve it.

The article Likes or lies? How perfectly honest businesses can be overrun by Facebook spammers by Jaron Schneider is an excellent article that provides more information on this topic.

https://thenextweb.com/facebook/2014/01/23/likes-lies-perfectly-honest-businesses-can-overrun-facebook-spammers/

Popular Click Farm Locations

Click Farms are typically found in developing countries like India, The Phillapines, Nepal, Shri Lanka, Egypt, Indonesia, Bangladesh where employees are paid $1 for 1,000 clicks of the Facebook “Like” button.