brand research

Guerrilla Warfare in Social Media?

Social media monitoring is hot and a lot of companies are putting a lot of money into social media monitoring.  We did a little investigating and found several firms who provide “tweet for hire” services.  So, how does one person with a grudge and $500 give a engage in guerilla warfare with a major brand?  Actually its not difficult.

We did a quick analysis of social media volume of a couple of well-known consumer brands, one fairly large and one not-so large.  Tweeters mentioned the large brand an average of about 40 tweets an hour or 960 tweets a day.  The smaller brand averaged about 100 tweets a day.

Now consider the world of “tweeting for hire.”  In a previous post, I talked about some of the re-tweeting sites that people are using to increase their SEO.  Even social media monitoring firms use them, so they are no secret.  These firms make their living from increasing website SEO which requires a high volume of social media at a low cost.  Therefore, they have devised methods to sell high volumes of tweets for very little.  For example, here is the pricing page for www.twitterbacklinks.com.

So, for $150/month, this site will re-tweet your message 125 times a day.  What would that do to a brand’s social media monitoring charts????  For a small to mid-major brand, it would be more than half the total tweets they see.  If taking on a major brand, a single person could provide a third or more of the daily tweets (375 of 960) for $450/month.

So you ask, “Can’t I easily block re-tweeting from my social media monitoring?”  Of course you can.  However, Twitterbacklinks.com also provides the following option,  “Alternatively you can just give us the message you want promoted and we will create the original Tweet for you.”

You might say, “Well, it would be monitored so all those identical tweets would be discounted.”  True.  But a person could include different messages to make the process more difficult.  Plus, the tracking data would get really unreliable.

If you had a devious mind and a little cash or if you were an unscrupulous competitor, what could you do?  A little subterfuge would go a long way to create chaos among the brand team or to alter marketing and branding decisions.  At minimum, such an attack would undermine the trustworthiness of the system.  Its the very definition of guerilla warfare.  Its simple.  Its inexpensive.  Its effective.

How long would it take a few guerrilla attacks on brands to undermine the credibility of our industry?

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