Word of the Day: sock puppet marketing

Word of the Day Daily updates on the latest technology terms | January 24, 2018

sock puppet marketing Sock puppet marketing is the use of a false identity to artificially stimulate demand for a product, brand or service. A false identity on the Internet is known colloquially as a sock puppet or catfish, depending upon the level of detail attached to the false identity. Typically, a sock puppet has very little (if any) detail attached to it and may simply be a fictional name attached to a new Google or Yahoo email account. Sock puppet marketing is one example of astroturfing, the practice of artificially stimulating online conversation and positive reviews about a product, brand or service. Because sock puppets can be created quickly and do not need to be maintained, they are often used on social media sites to grow public interest or conversely, denigrate a competitor's product, brand or service. Many websites that rely on customer reviews have mechanisms in place to discourage the use of sock puppets. Some sites, for example, will only allow a verified customer to post a review. Sock puppet marketing and sock puppetry in general are unethical and in some cases, illegal. If detected, sock puppet marketing efforts can have a negative impact, causing potential customers to lose trust and wonder if the product or service is so lacking in value that it cannot be effectively promoted honestly. In the United States, the Federal Trade Commission (FTC) has the legal authority to levy fines if a company engages in sock puppet marketing. Quote of the Day "It sounds harmless, but don't be fooled. Sock puppetry on social media outlets is not only unscrupulous, but it may be illegal in some cases." - Laura Aberle   Related Terms and Tags RELATED TERMS astroturfing sock puppet reputation management social media influence Internet shill catfish RELATED TAGS Enterprise social media management Internet marketing strategy   Learning Center Using social media so your brand awareness strategy strikes it hot Visibility, relevance and velocity are three key areas to measure in using social media for your brand awareness strategy. Using social media for business: Terms you should know Social media offers new ways for enterprises to collaborate with consumers. Here's a roundup of terms related to using social media for business, from the basics to newer concepts. Internal social CRM strategies, personality seen as building brand awareness Social CRM is still about business strategy and customer satisfaction, but the social part brings a whole new element to traditional CRM. Find out how Dell and three other companies leverage social CRM to build brand awareness with social media tools. Choosing the right social media branding strategy Social media branding strategy can help businesses generate publicity and build consumer loyalty, but there's no one-size-fits-all approach for this component of modern marketing. Customer engagement strategies hinge on social media savvy Social media is gaining importance in customer engagement strategies, but many sales teams struggle with how to take full advantage of social tools. Stay In Touch FOLLOW US CONTACT AN EDITOR For feedback about any of our articles or to send us your article ideas, please contact us at: mrouse@techtarget.com About This E-Newsletter This e-newsletter is published by the TechTarget network. To unsubscribe from Whatis.com, click here. Please note, this will not affect any other subscriptions you have signed up for. TechTarget, Whatis, 275 Grove Street, Newton, MA 02466. Contact: webmaster@techtarget.com Copyright 2016 TechTarget. All rights reserved.