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ASTROTURF, SOCKPUPPETS & FLOGS: A BRIEF HISTORY OF FAKES & FOOLS ASS’N OF THE BAR, CITY OF NEW YORK, KEN DREIFACH, KEN@ZWILLGEN.COM ZWILLGEN, PLLC APRIL 30, 2013 Ken Dreifach ZwillGen, PLLC ken@zwillgen.com
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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
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Does is really matter (& Isn’t the Internet fake anyway... ? These devices mimic influential groups: Consumers Peers Journalists
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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...
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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”
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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.
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WHO’S ASTROTURFING NOW?
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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
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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.
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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
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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
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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
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What Laws Apply? FTC and deceptive practice laws Ethics Standards Advertising Journalism WOMMA The law of public opinion
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Advertorials & Journalistic Ethics
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“Sponsor Content”
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The Critics... SPONSORED: The Taliban Is A Vibrant And Thriving Political Movement NEWSNEWS News ISSUE 4903 Jan 15, 2013NewsISSUE 4903
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On the Other Hand...
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STOP TALKING NOW. Ken@zwillgen.com 347.210.1798
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