In this presentation, you will learn the the tactics behind fake social media engagement, uncovering the detrimental impacts on authenticity and brand credibility. You’ll also learn how to identify and combat fraudulent likes and followers to promote genuine online connections as suggested by the Marketing 2.0 Conference experts.

1. Social Media Engagement Fraud:
Marketing 2.0 Unmasking Fake Likes
And Followers

2. In the world of social media, a disconcerting issue has emerged—social media engagement fraud.
This deceptive practice involves the creation of counterfeit likes and followers, undermining the
authenticity of online interactions.
In this presentation we will delve into the intricacies of unmasking these fake engagements,
revealing the alarming prevalence of scams and spam. As per the advice of the digital marketing
conferences, notably the Marketing 2.0 Conference, we will decipher the vital signs of legitimacy,
empowering you to distinguish between genuine and deceitful online presence. With a focus on
deciphering online reviews, this exploration aims to equip you with the knowledge needed to
navigate the digital landscape securely.

3. What Is Social Media Engagement Fraud?
Social Media Engagement Fraud involves deceptive tactics to inflate engagement metrics, such as likes, shares,
and comments, on social media platforms. Scammers use automated bots or fake accounts to create an illusion
of popularity, tricking users into thinking content is legit.
This undermines the credibility of online interactions and skews analytics. Identifying fraud requires
scrutinizing suspicious spikes in engagement, checking for spammy comments, and analyzing the authenticity of
accounts engaging.
To maintain a trustworthy online environment, users must report or block suspicious activity. According to the
global marketing conferences, genuine engagement ensure meaningful connections, while scams erode trust
and authenticity, impacting reviews and overall user experience.

4. Types Of Engagement Fraud
Engagement fraud encompasses various deceptive tactics used by scammers to manipulate online
interactions. These schemes exploit individuals' trust and can lead to financial or personal harm. Here are
common types of engagement fraud shared by the experts of the upcoming digital marketing conferences,
notably the Marketing 2.0 Conference.
● Fake Reviews Scam: Scammers post false positive or negative reviews to influence purchasing
decisions. These fake reviews distort the reputation of products and services.
● Phishing And Spam: Fraudsters send deceptive emails, messages, or comments containing
malicious links or seeking personal information. Always verify the source before clicking or sharing
any data.

5. ● Impersonation: Scammers pose as legitimate businesses or individuals to gain trust. They
solicit money or information through fake accounts or profiles.
● Social Media Contests: Fraudulent contests prompt users to engage with content for a
prize. These often extract personal details or spread malware.
Vigilance against suspicious online activities and reviews is crucial to avoid falling victim to
engagement fraud.

6. Motivations Behind Engagement Fraud
Engagement fraud, a form of online scam, involves the creation of fake interactions to appear
legitimate. According to the experts of various global marketing conference, this tactic aims to
exploit people's trust and manipulate them into believing false claims. The motivations behind
engagement fraud vary widely, including:
● Scam For Profit: Fraudsters deceive individuals into purchasing products or services that
don't deliver as promised. They may use fake reviews to boost their credibility, enticing
victims to spend money on subpar offerings.
● Spam Generation: By appearing genuine, scammers attract user engagement, which
generates data. This data can be harvested and sold, leading to increased spam and unwanted
communications.

7. ● Discrediting Legitimacy: Competitors or adversaries may employ engagement fraud to
tarnish the reputation of legitimate businesses. Fake negative reviews and interactions can
erode trust in genuine services.
Understanding these motivations is crucial in staying vigilant against engagement fraud, helping to
identify red flags and make informed online decisions.

8. Impact On Individuals And Businesses
Engagement fraud, often executed through scams and spam, poses a substantial threat to both
individuals and businesses, tarnishing their online experiences and reputations. This illegitimate
activity deceives victims by promising unreal engagement, such as likes, followers, or reviews,
while delivering nothing of value.
● Erosion Of Trust: Such scams erode trust in online interactions. Individuals may question
the authenticity of their online connections, while businesses might doubt the credibility of
positive reviews.

9. ● Financial Losses: Both parties face financial losses. Individuals may pay for fake engagement,
getting no real return. Businesses investing in engagement fraud lose money and miss out on real
customer connections.
● Reputational Damage: Engagement fraud damages reputations. Individuals might be associated
with fake accounts, while businesses could be labeled as untrustworthy due to inflated metrics.
To combat this, individuals and businesses must remain vigilant, seeking legitimate engagement
channels and relying on authentic reviews to make informed decisions.

10. Detection Techniques
In the digital world, safeguarding against scams, spam, and fake reviews is paramount. Employing
effective detection techniques ensures a secure environment for genuine interactions.
● Analytics Tools For Spotting Irregularities: Utilizing cutting-edge analytics tools is
pivotal. These tools meticulously analyze user behavior, transaction histories, and website
traffic, swiftly flagging suspicious activities and potential scams.
● Patterns Of Engagement: Real vs. Fake: Distinguishing authentic engagement from
deceitful actions is imperative. By scrutinizing user clicks, time spent, and social
interactions, businesses can separate real customers from scammers spreading spam.

11. ● Identifying Sudden Spikes In Engagement: Detecting abrupt surges in engagement is
crucial. Legitimate growth occurs gradually, while scams opt for artificial spikes. Swift
responses to such anomalies ensure the protection of authentic users and the credibility of
platform interactions.
● Check Account Activity: Review the profiles that engage with your content. Fake
accounts often have no profile pictures, limited posts, or overly generic comments.
By using these techniques, you can spot and stop engagement fraud, protecting your online
reputation.

12. Conclusion
In conclusion, the unmasking of fake likes and followers has emerged as a critical subject in the
world of social media engagement. The upcoming Marketing 2.0 Conference, vividly exposed
the pervasive nature of fraud, where scammers employ spam tactics to deceitfully boost metrics. It
is incumbent upon businesses to prioritize authentic growth over such illusory shortcuts, nurturing
genuine connections with their audience.
The imperative lies in distinguishing between legit and fabricated online presence, as credibility
hinges on real engagement. Reviews shared during the conference emphasized the tangible
benefits of combating this menace. Looking ahead, upcoming editions of the event will further
delve into innovative strategies and technologies to ensure a fraud-resistant digital landscape.

13. Thank You!
This presentation is prepared by:
Shams Raza, Manager
Marketing 2.0 Conference