Tag: crowdturfing

Scamming Social Media with Crowdsourcing is a Million-Dollar Business

By Veronique Greenwood | December 14, 2011 1:04 pm

astroturf
This is not real grass. And that’s not a real comment, either.

Most stories written about online crowdsourcing discuss the philanthropic aspects of people around the world pitching in on a task, like helping out in a study or identifying photographed objects for the blind. Sure, the microtasks are usually tedious, but they need humans to do them and they provide an income stream, albeit a small one, to people who have no other way to make a livelihood. It’s all good, right?

Well, as it turns out, there are other, darker tasks that only humans can do. Specifically, writing spam comments, participating in online discussions to promote brands, making new social media profiles specifically to skew the conversation on a particular topic, and other, similar practices that UC Santa Barbara professor Ben Zhao calls “crowdturfing.” (That’s a portmanteau of “crowdsourcing” and “astroturfing,” the process of faking grassroots involvement.) As detailed in an ArXiv paper, Zhao and colleagues found that this “evil crowdsourcing on a very large scale” consumes the vast majority of business on crowdsourcing sites: On the second-largest such site in the US, ShortTask, 95% of the transactions were crowdturfing (the largest, Amazon’s Mechanical Turk, which actively roots out such tasks, had 12%). Zhubajie and Sandaha, major Chinese crowdsourcing sites, turned out to be 88% and 92% ‘turfing tasks, with more than a million dollars paid for crowdturfing each month on Zhubajie alone. Read More

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