A new report has unveiled social media’s continuing problem with spam, with clear and worrying trends in the numbers of spammers and spam messages being posted to the top networks very much on the rise.
Indeed, the first half of 2013 saw an eye-opening 355 percent growth of social spam, with one in every seven comments made on social media sites now containing these unwanted solicitations.
Nexgate‘s State of Social Media Spam Report analysed 60 million pieces of unique content sent from 25 million social accounts on Facebook, Twitter, Google+, YouTube and LinkedIn between 2011 and 2013, making the following key discoveries:
1. During the first half of 2013 there has been a 355% growth of social spam
2. 5% of all social media apps are spammy.
3. 20% of all spammy apps are found on a brand-owned social media account.
4. Fake social media profiles post greater volumes of content and more quickly than real profiles.
5. Spammers often spam to at least 23 different social media accounts.
6. For every 7 new social media accounts, 5 new spammers are detected.
7. Facebook and YouTube provide the most spam content compared to other social media networks. The ratio of spam on Facebook or YouTube to the other social networks is 100 to 1.
8. More spammers are found on Facebook and YouTube than any other social networks.
9. 15% of all social spam contains a URL, often to spammy content, pornography or malware.
10. Facebook contains the highest number of phishing attacks and personally identifiable information – more than 4 times the other social media networks.
11. YouTube contains the highest number of risky content, or content containing profanity, threats, hates speech, and insults. For every 1 piece of risky content found on other social media networks, there are 5 pieces of risky content on YouTube
12. The rate of spam is growing faster than the rate of comments on branded social media accounts.
13. 1 in 200 social media messages contain spam, including lures to adult content and malware
“Spam has been with us for a long time – through the evolution of email, the telephone, and now our social media.” concludes Nexgate in the report. ” It’s no surprise that the ‘bad guys’ are targeting today’s most population dense communication medium.”
“The dramatic rise in social spam is a significant burden to big brands, and is caustic to the ROI of social media marketing programs,” said Devin Redmond, Co-founder and CEO, Nexgate. “Teams that ignore spam are effectively sponsoring it and deteriorating their programs effectiveness and overall brand trust.”