Insights 2015/Chpter 2 - インテグラル96の部屋

『"Likes" sold to inflate numbers』
　More and more people are referring to Facebook "Likes" and Twitter followers to gauge companies' popularity and credibility through the Internet, but there is often more to these numbers than meets the eye.
　A growing number of businesses are selling "Likes" and Twitter followers as companies seek to inflate their numbers to impress consumers. However, observers have criticized such practice as stealth marketing, which conceals the fact that it is an advertisement.
　"I've sold Facebook "Likes" and Twitter followers to more than 500 companies," said a 28-year-old man in Osaka. He started selling them about one and a half years ago through a mail order website called Geek World.
　The man earns about 500,000 yen a month, selling 5,000 "Likes" for 37,980 yen and 5,000 followers for 29,980 yen. His customers include restaurants, TV personalities and information product companies. After receiving an order, the man contacts a U.S. company that has "fake users" access the customer's Facebook page to click the "Like" button.
　"I don't think they can read the Japanese site because they're Americans," he laughed. When asked, "Isn't this tricking customers?" the man replied, "Maybe. But it's not illegal."
　The giveaway section of a website operated by a subsidiary of Yahoo Japan Corp. is also popular. To apply for prizes such as travel coupons and airline tickets, people are asked to click the Facebook "Like" button of companies organizing the giveaway campaigns. So far, more than 13,000 companies have offered such campaigns, and some have increased their "Likes" by more than 10,000.
　According to a survey of 1,000 Internet users conducted by Dentsu Inc. last autumn, 21 percent of respondents said they purchased products based on "Likes" and other ratings on social networking services. "People connected to the user gather on social networks," a Dentsu official said. "People feel more confident about products if their friends rate them highly."
　Hiroshi Yamaguchi, a professor at Komazawa University who specializes in business administration and is well-versed in advertising, criticized efforts to inflate the number of "Likes."
　He said, "Consumers should not be deceived by ratings on the Internet, but should improve their ability to make decisions on their own."