Today I noticed one of the old mainstays of social media scams appear in my Facebook feed again. I’m talking about the free voucher from a major brand (in this case Bunnings) that one of your friends has tagged you in when they have apparently “shared” it. For those unfamiliar, it looks something like the image on the right.
Aside from me already knowing these are fake, there are a handful of tell tale signs here:
- The poorly sized image – a brand like Bunnings would have their logo correctly sized on Facebook
- The unnecessary capitalisation of the word “Now”
- The source of the post – coming via Spotify
- In all cases of seeing it today, the things that were consistent – the “Thanks”, and the follow up comment from the poster of “Quickly”.
If you want to get into the technicalities of how these scams work, I recommend reading this post from security expert Troy Hunt from a couple of years ago. The upshot of it is that it’s designed to suck you down further into the rabbit hole of free offers from other sites, capture personal data, and potentially worse.
It’s not the only type of scam that we see on Facebook though.
The offer of a free car from Mercedes for liking a page and sharing a photo with the colour you want? The over ordered iPads at a major department store that you can get for nothing by liking and sharing? Flights and accommodation to celebrate the millionth passenger that you have a chance if you share pictures of the boarding pass?
If you’re looking for telltale signs, look at the number of fans the page has, an extraneous period at the end of the brand name, and grammatical errors. Then search for the brand itself, most will be verified with the blue tick.
And the most recent:
Why do social media scams work?
People will share the and connect with them because they appear to be from reputable brands. Then they are in your feed, and have the opportunity to share other content that may be more malicious once you click on it.
So why is it that people continue to fall for it?
Simply, they rely on one of the top reasons people connect with brands on social channels at all – free stuff.
Promotions have long been one of the top reasons someone will engage with a brand, particularly on Facebook. 15% of people in a recent survey done by HubSpot claim they follow brands who offer something for free.
It only takes one “user zero” to make the mistake of clicking on it for it to spread into many of their friend’s feeds, in the case of the Bunnings example above, 78 people. Then it takes only one of those 78 to click on it, and you get the picture of how these spread so fast. Often times, people don’t know what they’ve done. The last comment below the one above was “I dont know what i clicked on. it’s just an advertisement….”.
Personally, I think it’s an unsolvable problem, short of some major action from Facebook that will limit how they work technically.
People will always want something for nothing, it’s human nature and to a large degree, social platforms have fuelled that further. The best we can hope for is that people are more vigilant about the things they click on and share, and continue to stick to the old maxim, that if something looks too good to be true, it likely is.
PHOTO – John Perivolaris via Flickr