{"id":18059,"date":"2022-06-27T10:32:41","date_gmt":"2022-06-27T10:32:41","guid":{"rendered":"https:\/\/thesocialelement.agency\/us\/bots-on-social-media-good-bad"},"modified":"2022-06-27T10:32:41","modified_gmt":"2022-06-27T10:32:41","slug":"bots-on-social-media-good-bad","status":"publish","type":"post","link":"https:\/\/thesocialelement.agency\/us\/bots-on-social-media-good-bad","title":{"rendered":"Bots on social media aren\u2019t all bad. Some can be fun"},"content":{"rendered":"\n<p><strong>Bots on social media are in the spotlight again as <a href=\"https:\/\/thesocialelement.agency\/twitter-increase-engagement-possible-buyout\" target=\"_blank\" rel=\"noreferrer noopener\">Elon Musk<\/a> continues to insist on getting <a href=\"https:\/\/theweek.com\/elon-musk\/1014191\/elon-musk-vs-twitter-bots\" target=\"_blank\" rel=\"noreferrer noopener\">accurate bot numbers<\/a> from Twitter so that he can reevaluate his buy-out offer.<\/strong><\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Bots on social media can get a bad rep. <\/h3>\n\n\n\n<p>For all the discussion about their dangers, many of them are harmless (and some, like wellness bot <a href=\"https:\/\/twitter.com\/tinycarebot\" target=\"_blank\" rel=\"noreferrer noopener\">@tinycarebot<\/a> and queer literature recommendation bot <a href=\"https:\/\/twitter.com\/queerlitbot\" target=\"_blank\" rel=\"noreferrer noopener\">queerlitbot<\/a>, are actively helpful).<\/p>\n\n\n\n<p>There are also some great, activist bots like <a href=\"https:\/\/twitter.com\/infinite_scream\" target=\"_blank\" rel=\"noreferrer noopener\">@infinite_scream<\/a>, which people can tag into conversations when they want to express their frustration in scream form.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"und\" dir=\"ltr\">AAAAAAAAAAHHHHHHHHH<\/p>&mdash; endless screaming | protect trans kids (@infinite_scream) <a href=\"https:\/\/twitter.com\/infinite_scream\/status\/1537086637720489986?ref_src=twsrc%5Etfw\">June 15, 2022<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>So what makes a good bot on social media versus a bad one?\u00a0<\/p>\n\n\n\n<p>The bigger question is, should your brand get involved with bots? Let\u2019s see\u2026<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>What do bots do?<\/strong><\/h3>\n\n\n\n<p>Let\u2019s start with looking at what bots do. There are essentially two types of bots &#8211; supervised and unsupervised.&nbsp;<\/p>\n\n\n\n<p><strong>Supervised bots focus on in-the-box thinking.<\/strong> They can answer questions like \u201cIs this picture blue or red?\u201d, that have a definite answer. They can only answer a set number of things, and can\u2019t go off course. (Ask a customer service bot what the weather\u2019s like, and see what happens!)\u00a0<\/p>\n\n\n\n<p>You can do more with unsupervised bots. They can learn independently of their human programmers, so they can consider answers to more complicated questions and do things like provide recommendations. This brings risk. We saw this with <a href=\"https:\/\/www.theverge.com\/2016\/3\/24\/11297050\/tay-microsoft-chatbot-racist\">Microsoft\u2019s Tay<\/a>, which was released on Twitter in 2016 and was taken down in 24 hours when its interactions with people on Twitter had taught it to be racist and sexist.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Good bots<\/strong><\/h3>\n\n\n\n<p>We recently saw a brilliant example of what good bots can do with the gender pay gap bot (<a href=\"https:\/\/twitter.com\/PayGapApp\">@PayGapApp<\/a>), which used International Women\u2019s Day (IWD) 2022 to highlight the gender pay gap of brands that <a href=\"https:\/\/metro.co.uk\/2022\/03\/14\/i-set-up-a-twitter-bot-to-expose-companies-pay-gaps-16272035\/\">tweeted in support of IWD<\/a>.<\/p>\n\n\n\n<p>Some of my favourite Twitter bots do random things that just make you feel better. I love <a href=\"https:\/\/twitter.com\/FlagsMashupBot\">@FlagsMashupBot<\/a>, which combines different flags to make new ones, and <a href=\"https:\/\/twitter.com\/EmojiMashupBot\">@EmojiMashupBot<\/a>, which does exactly what it says on the tin.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">\ud83e\udd70 smiling-three-hearts + \ud83d\udc76 baby + \ud83c\udff3\ufe0f\u200d\u26a7\ufe0f flag-trans = <a href=\"https:\/\/t.co\/TGT8m2n8b8\">pic.twitter.com\/TGT8m2n8b8<\/a><\/p>&mdash; Emoji Mashup Bot (@EmojiMashupBot) <a href=\"https:\/\/twitter.com\/EmojiMashupBot\/status\/1536876162697334789?ref_src=twsrc%5Etfw\">June 15, 2022<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p>These accounts get consistently high engagement because they\u2019re simple, fun and have the element of surprise and delight. They\u2019re great precisely because they have no understanding of the context around flags, for example, so you can get some really silly results.<\/p>\n\n\n\n<p>There\u2019s also <a href=\"https:\/\/twitter.com\/thenicebot\" target=\"_blank\" rel=\"noreferrer noopener\">@TheNiceBot<\/a> on Twitter, which replies to mean tweets if you tag it. It\u2019s what I call a beneficial content companion &#8211; think of them like R2D2, loveable bots, there to make life better in small ways.\u00a0<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Bad bots<\/strong><\/h3>\n\n\n\n<p>More often than not, what people mean when they talk about \u201csocial media bots\u201d is fake accounts\/followers. The kind of bots that can make it seem as though someone has thousands of followers to seem more influential than they are, or bots <a href=\"https:\/\/www.independent.co.uk\/news\/world\/europe\/russia-troll-farm-factory-st-petersburg-b2069086.html\" target=\"_blank\" rel=\"noreferrer noopener\">created by states<\/a> as they try to shift political opinion in their own or other countries (although a lot of these are done using troll farms, as opposed to true bots).\u00a0<\/p>\n\n\n\n<p>These automated accounts <a href=\"https:\/\/www.theatlantic.com\/technology\/archive\/2020\/01\/future-politics-bots-drowning-out-humans\/604489\/\" target=\"_blank\" rel=\"noreferrer noopener\">spread disinformation<\/a> on a massive scale, and they\u2019re being developed to become less detectable. The big platforms like Twitter are well aware of these, and are doing as much as they reasonably can to deal with things like Russian infiltrator and crypto bot accounts.<\/p>\n\n\n\n<p>It\u2019s not just a tactic used by foreign governments either. Both the UK and US use bots to spread facts and disinformation on social media. The UK\u2019s 77th Brigade reportedly uses social media to \u201c<a href=\"https:\/\/www.wired.co.uk\/article\/uk-disinformation-twitter-facebook\" target=\"_blank\" rel=\"noreferrer noopener\">control the narrative<\/a>\u201d and as Daniel Lomas from the University of Salford says, to shape \u201c\u2018the battlefield\u2019 before you go in\u201d.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Can you tell the difference between a bot and a human?<\/strong><\/h3>\n\n\n\n<p>In 2020, researchers at the <a href=\"https:\/\/www.newscientist.com\/article\/2241327-ai-can-distinguish-between-bots-and-humans-based-on-twitter-activity\/\" target=\"_blank\" rel=\"noreferrer noopener\">University of Southern California<\/a> trained an AI to distinguish between bots and genuine accounts on Twitter.\u00a0<\/p>\n\n\n\n<p>They found that people tend to respond more often, but their replies get shorter as conversations continue, as the person disengages from the conversation. In contrast, bots respond regularly and consistently &#8211; expending the same effort.<\/p>\n\n\n\n<p>(I should note, though, that the research was based on three-year-old data &#8211; bots may have evolved considerably over the last five years, becoming harder to distinguish from real people.)<\/p>\n\n\n\n<p>Getting rid of bots isn\u2019t that easy. If you train AI to weed out bot-created posts, you run into problems. The reality is that what an AI may see as a \u2018low-quality tweet\u2019 could easily have been posted by a person. If we focus on training AIs to remove these tweets, it would be removing posts by people like Elon Musk and Jeff Bezos, too &#8211; who often just reply with emojis, for example. Classic bot-like behaviour, from some of the most influential people on the planet.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Can brands use bots on social media?<\/strong><\/h3>\n\n\n\n<p>In my opinion, there\u2019s a real opportunity for brands to use good bots. They could have a lot of fun with them, or use them for information purposes. For example:&nbsp;<\/p>\n\n\n\n<p><strong>In competitions<\/strong> &#8211; Wendy\u2019s used a Twitter bot for a campaign around the March Madness Basketball Tournament in 2017. People could send the bot Direct Messages and use them to build their tournament brackets. They were also entered into giveaways. In total, <a href=\"https:\/\/marketing.twitter.com\/en\/success-stories\/wendys-first-ever-march-madness-bracket-builder-on-twitter-gets-fans-talking\">two million Direct Messages<\/a> were exchanged with the bot.<\/p>\n\n\n\n<p><strong>To share facts<\/strong> &#8211; opinion poll analysis website, fivethirtyeight.com (owned by The Disney Company) runs the <a href=\"https:\/\/twitter.com\/censusAmericans\">@censusAmericans<\/a> Twitter bot. Census Americans brings history to life by tweeting short narratives based on old census records.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\"><div class=\"wp-block-embed__wrapper\">\n<blockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\"><p lang=\"en\" dir=\"ltr\">I have a doctorate. I served in WWII. I got married in 1948. I was widowed. I used to be on active duty. I have multiple ancestries.<\/p>&mdash; censusAmericans (@censusAmericans) <a href=\"https:\/\/twitter.com\/censusAmericans\/status\/1537238565104414721?ref_src=twsrc%5Etfw\">June 16, 2022<\/a><\/blockquote><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script>\n<\/div><\/figure>\n\n\n\n<p><strong>To provide real-time information<\/strong> &#8211; <a href=\"https:\/\/twitter.com\/earthquakeBot\">@earthquakeBot<\/a> sends a tweet whenever there\u2019s an earthquake of above five on the Richter scale.<\/p>\n\n\n\n<p><strong>To create their own mash-ups <\/strong>&#8211; this isn\u2019t something I\u2019ve seen brands do yet, but mash-ups could be a great opportunity for brands that have iconic imagery or products. Can you imagine Netflix creating mash-ups of shows, for example, or generating new ideas for programmes.<\/p>\n\n\n\n<p><strong>To drive site visits by sharing teaser content<\/strong> &#8211; Patr\u00f3n Tequila created a \u2018Bot-Tender\u2019 which people could direct message with details of the occasion, flavours they wanted or ingredients and the bot replied with cocktail suggestions and links to the recipes on its website. <a href=\"https:\/\/marketing.twitter.com\/en\/success-stories\/simply-perfect-how-patron-tequila-drove-interest-in-its-bot-tender-chatbot\">Thirty-nine per cent<\/a> of people clicked-through to the site to get the full details.<\/p>\n\n\n\n<p><strong>To encourage online shopping <\/strong>&#8211; Make-up brand, <a href=\"https:\/\/www.ilmakiage.com\/uk\/powermatch-quiz?cid=awbrand&amp;utm_source=google&amp;utm_medium=cpc&amp;utm_campaign=Search%20-%20Brand-uk&amp;utm_content=11295296592_109138941085&amp;utm_term=il%20makiage%20foundation__p__c__1006868&amp;cid=googlebrand&amp;gclid=Cj0KCQjwzLCVBhD3ARIsAPKYTcRN4mZzu1eGeYYpZ0Yaj7pOf3-7s_U1BJl3zqAATU_NipyBB_TndIAaAi0GEALw_wc\">Il Makiage<\/a>, lets you answer a series of questions on its site and then generates foundation recommendations to suit you (withouth photographs). Brands could also run this sort of bot via direct message on social media. It has great potential for increasing conversions when people visit the brand\u2019s website.<\/p>\n\n\n\n<p><strong>Just for fun! <\/strong>&#8211; bots like <a href=\"https:\/\/inspirobot.me\/\">Inspirabot<\/a> (which creates inspirational quotes) can prove an entertaining distraction for people. Brands could create ones of their own &#8211; a paint colour name generator, or a new flavour of crisps. It could help humanise the brand by showing them poking fun at themselves.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">So, while it\u2019s true that there are plenty of fake accounts on social media sites like Twitter, getting rid of <em>all <\/em>the bots would take something away from social. We don\u2019t just go to Twitter to find out the latest news, we go to be entertained and informed about a wider range of things.\u00a0<\/h4>\n\n\n\n<p>Bots are a tool. They\u2019re not good or bad until people use them. Bots can be both useful and fun to have around.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bots on social media are in the spotlight again as Elon Musk continues to insist on getting accurate bot numbers from Twitter so that he can reevaluate his buy-out offer. Bots on social media can get a bad rep. For all the discussion about their dangers, many of them are harmless (and some, like wellness&hellip;<\/p>\n","protected":false},"author":61,"featured_media":18060,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"episode_type":"","audio_file":"","transcript_file":"","cover_image":"","cover_image_id":"","duration":"","filesize":"","date_recorded":"","explicit":"","block":"","filesize_raw":"","footnotes":""},"categories":[24],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.6 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Bots on social media aren\u2019t all bad. Some can be fun - The Social Element USA<\/title>\n<meta name=\"description\" content=\"Bots on social media aren&#039;t always bad, but they have got a bad reputation. They could be right for your brand, let&#039;s see...\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/thesocialelement.agency\/us\/bots-on-social-media-good-bad\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Bots on social media aren\u2019t all bad. Some can be fun - The Social Element USA\" \/>\n<meta property=\"og:description\" content=\"Bots on social media aren&#039;t always bad, but they have got a bad reputation. 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