Dive Brief:
- A new report from Networked Insights and Fast Company found that 9.3% of Twitter discussion is spam.
- Brands suffer the most from spam activity, with 5.8% of all conversation coming from coupon-related spam.
- Rite Aid tops the list, with 95% of all brand mentions coming from spam, while Visa and Mastercard are not far behind, with 81% and 76%, respectively.
Dive Insight:
Social marketers are aware that Twitter spam is a problem, but this report brings to light just how invasive it has become. Brands like the Rite Aid, Visa, and Mastercard has almost all their brand activity coming from spam. With those kind of numbers, it can be difficult for brands to gather real insight into their social efforts.
Twitter has made strides to help solve the problem. Its spam-killing system BotMaker has already reduced spam by 40% since its introduction.
