Social networks offer convenient ways to seamlessly reach out to large audiences. In particular, Facebook pages are increasingly used by businesses, brands, and organizations to connect with multitudes of users worldwide. As the number of likes of a page has become a de-facto measure of its popularity and profitability, an underground market of services artificially inflating page likes, aka like farms, has emerged alongside Facebook's official targeted advertising platform. Nonetheless, there is little work that systematically analyzes Facebook pages' promotion methods. Aiming to fill this gap, we present a honeypot-based comparative measurement study of page likes garnered via Facebook advertising and from popular like farms. First, we analyze likes based on demographic, temporal, and social characteristics, and find that some farms seem to be operated by bots and do not really try to hide the nature of their operations, while others follow a stealthier approach, mimicking regular users' behavior. Next, we look at fraud detection algorithms currently deployed by Facebook and show that they do not work well to detect stealthy farms which spread likes over longer timespans and like popular pages to mimic regular users. To overcome their limitations, we investigate the feasibility of timeline-based detection of like farm accounts, focusing on characterizing content generated by Facebook accounts on their timelines as an indicator of genuine versus fake social activity. We analyze a range of features, grouped into two main categories: lexical and non-lexical. We find that like farm accounts tend to re-share content, use fewer words and poorer vocabulary, and more often generate duplicate comments and likes compared to normal users. Using relevant lexical and non-lexical features, we build a classifier to detect like farms accounts that achieves precision higher than 99 and 93 recall.
Thomas al @cite_17 analyzed trafficking of fake accounts in Twitter. They bought fake profiles from 27 merchants and developed a classifier to detect these fake accounts. In a similar study, Stringhini al @cite_42 @cite_8 analyzed the market of Twitter followers , which, akin to Facebook like farms, provide Twitter followers for sale. Note that Twitter follower markets differ from Facebook like farms as Twitter entails a follower-followee relationship among users, while Facebook friendships imply a bidirectional relationships. Also, there is no equivalent of liking a Facebook page in the Twitter ecosystem.
@cite_8 @cite_42 @cite_17
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Recently, Twitter has emerged as a popular platform for discovering real-time information on the Web, such as news stories and people's reaction to them. Like the Web, Twitter has become a target for link farming, where users, especially spammers, try to acquire large numbers of follower links in the social network. Acquiring followers not only increases the size of a user's direct audience, but also contributes to the perceived influence of the user, which in turn impacts the ranking of the user's tweets by search engines. In this paper, we first investigate link farming in the Twitter network and then explore mechanisms to discourage the activity. To this end, we conducted a detailed analysis of links acquired by over 40,000 spammer accounts suspended by Twitter. We find that link farming is wide spread and that a majority of spammers' links are farmed from a small fraction of Twitter users, the social capitalists, who are themselves seeking to amass social capital and links by following back anyone who follows them. Our findings shed light on the social dynamics that are at the root of the link farming problem in Twitter network and they have important implications for future designs of link spam defenses. In particular, we show that a simple user ranking scheme that penalizes users for connecting to spammers can effectively address the problem by disincentivizing users from linking with other users simply to gain influence. The users of microblogging services, such as Twitter, use the count of followers of an account as a measure of its reputation or influence. For those unwilling or unable to attract followers naturally, a growing industry of "Twitter follower markets" provides followers for sale. Some markets use fake accounts to boost the follower count of their customers, while others rely on a pyramid scheme to turn non-paying customers into followers for each other, and into followers for paying customers. In this paper, we present a detailed study of Twitter follower markets, report in detail on both the static and dynamic properties of customers of these markets, and develop and evaluate multiple techniques for detecting these activities. We show that our detection system is robust and reliable, and can detect a significant number of customers in the wild. Twitter has increasingly become a popular platform to share news and user opinion. A tweet is considered to be important if it receives high number of affirmative reactions from other Twitter users via Retweets. Retweet count is thus considered as a surrogate measure for positive crowd-sourced reactions - high number of retweets of a tweet not only help the tweet being broadcasted, but also aid in making its topic trending. This in turn bolsters the social reputation of the author of the tweet. Since social reputation impact of users t weets influences many decisions (such as promoting brands, advertisement etc.), several blackmarket syndicates have actively been engaged in producing fake retweets in a collusive manner. Users who want to boost the impact of their tweets approach the blackmarket services, and gain retweets for their own tweets by retweeting other customers' tweets. Thus they become customers of blackmarket syndicates and engage in fake activities. Interestingly, these customers are neither bots, nor even fake users - they are usually normal human beings; they express a mix of organic and inorganic retweeting activities, and there is no synchronicity across their behaviors. In this paper, we make a first attempt to investigate such blackmarket customers engaged in producing fake retweets. We collected and annotated a novel dataset comprising of customers of many blackmarket services and characterize them using a set of 64 novel features. We show how their social behavior differs from genuine users. We then use state-of-the-art supervised models to detect three types of customers (bots, promotional, normal) and genuine users. We achieve a Macro Fl-score of 0.87 with SVM, outperforming four other baselines significantly. We further design a browser extension, SCoRe which, given the link of a tweet, spots its fake retweeters in real-time. We also collected users' feedback on the performance of SCoRe and obtained 85 accuracy. Facebook pages offer an easy way to reach out to a very large audience as they can easily be promoted using Facebook's advertising platform. Recently, the number of likes of a Facebook page has become a measure of its popularity and profitability, and an underground market of services boosting page likes, aka like farms, has emerged. Some reports have suggested that like farms use a network of profiles that also like other pages to elude fraud protection algorithms, however, to the best of our knowledge, there has been no systematic analysis of Facebook pages' promotion methods. This paper presents a comparative measurement study of page likes garnered via Facebook ads and by a few like farms. We deploy a set of honeypot pages, promote them using both methods, and analyze garnered likes based on likers' demographic, temporal, and social characteristics. We highlight a few interesting findings, including that some farms seem to be operated by bots and do not really try to hide the nature of their operations, while others follow a stealthier approach, mimicking regular users' behavior.