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The ‘bots’ at heart of Twitter buyout row

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Software 'bots' posing as people can spread misinformation and foment division while making social media audiences seem larger than they really are.

Software ‘bots’ posing as people can spread misinformation and foment division while making social media audiences seem larger than they really are. – Copyright CNS/AFP –

Glenn CHAPMAN

Elon Musk’s pausing of his bid to buy Twitter due to questions over “bots” has put the artificially-operated accounts at the heart of the proposed deal’s latest controversy.

The software is so commonplace and can be such a problem that tech giants such as Meta, Google and Twitter have teams devoted to banishing bots and cybersecurity firms sell defenses against them.

Here’s a closer look at bots:

– Human or software? –

At a basic level, “bots” are software programs that interact with online platforms, or their users, pretending to be real people, said Tamer Hassan, co-founder and chief of cybersecurity firm HUMAN.

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Malicious bots have become sophisticated and are among this decade’s top cyber threats, said Hassan, whose firm specializes in distinguishing people from software online.

The term bots at Twitter is often used to describe fake accounts, powered by some version of artificial intelligence, that can fire off posts and even react to what is posted by others, said independent analyst Rob Enderle.

– Tickets and turmoil –

Bots are used in more than three quarters of security and fraud incidents that happen online, from spreading socially divisive posts to snapping up hot concert tickets and hacking, Hassan told AFP.

“The question is, what would you do if you could look like a million humans?” Hassan asked rhetorically.

“Across all social media platforms, bots can be used to spread content to influence people’s opinions, garner reactions and can even result in cybercrime.”

Bots can be used on social media to widely spread false news, direct users to misinformation, steer people to specious websites and make bogus posts seem popular using shares or “likes.”

Bots on social media can also sucker people into financial scams, Hassan added.

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“Social media platforms have had bots for a long time,” analyst Enderle said. “Bots have been connected to attempts to influence the US election and shape opinions about Russia’s war on Ukraine.”

– The deal with Twitter –

Twitter makes its money from ads, and marketers pay for reaching people, not software.

“Advertising to bots isn’t going to have a good close rate because bots don’t buy products,” Enderle noted.

If advertisers are paying Twitter fees based on how many people see ads, and those numbers are inflated due to bots in the online audience, they are being overcharged, Enderle added.

If Twitter has way more bots than it is letting on, its revenue could plunge when those accounts are exposed and closed.

Twitter chief executive Parag Agrawal has said that fewer than five percent of accounts active on any given day at Twitter are bots, but that analysis cannot be replicated externally due to the need to keep user data private.

Musk posted that the real number of bots may be four times higher and has said he would make getting rid of them a priority if he owned the platform.

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Twitter has rules about automated actions by accounts, including barring software from posting about hot topics, firing off spam, attempting to influence online conversations, and operating across multiple accounts.

Bots are a known social media problem, and having Musk make it a sticking point this late in the acquisition process appears to likely be “a vehicle to escape the purchase or get a lower price,” Enderle said.

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WhatsApp lanserar "samtalslänkar" för att bättre underlätta gruppljud- och videochatt

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WhatsApp Launches ‘Call Links’ to Better Facilitate Group Audio and Video Chats

WhatsApp has announced the launch of a new Call Links feature, which, as it sounds, will enable you to share a link to invite others to join a group chat in the app.

As you can see in these examples, you’ll now be able to create dedicated URL links for WhatsApp group video and audio chats, which will make it easier for others to join the discussion in the app.

When available (the option is being rolled out this week), you’ll be able to see the Call Link option within your ‘Calls’ tab, enabling you to create a shareable link to get people into your chats.

It could be an easy way to help enhance community connection, and facilitate engagement, while brands could also use the option to better connect with influencers and advocates, in a more direct, intimate way.

For example, you could run an exclusive chat to discuss your upcoming product launch, or seek feedback on potential updates. Meta’s says that it’s also working on secure, encrypted video calling for up to 32 people as well, so there could soon be a range of ways to use the option as a means to spotlight specific audience segments and engage with them direct.

And with more engagement switching to messaging tools, that’s definitely worth considering.

Indeed, as part of a recent product announcement, Meta CEO Mark Zuckerberg noted that:

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"Most people use feeds to discover content and use messaging for deeper connections.”

As such, it may be time to start considering how you can lean into this shift, and better align with how users are now connecting, in order to maximize community and engagement.

Feeds are increasingly being overtaken by entertainment, so if you want to tap into the connective benefits of the medium, that may no longer be the place to be to reach your fans.

Messaging, and messaging groups, could be an important consideration going forward, and these new tools provide more options on this front.



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