Definition:
The astroturfing is a marketing and public relations technique based on projecting a false image of naturalness and spontaneity in order to gain support and virality. This is a very common type of campaign, among others, among political parties and large companies whose effectiveness lies in distorting public opinion thanks to new technologies and digital media.
Origin of the term Astroturfing
The name astroturfing comes from the U.S. artificial turf company “Astroturf”, a metaphor that represents very well what this concept is: something artificial that simulates being natural. This term was coined in the 1980s and has evolved over time, adapting to the new dynamics of communication and marketing in the digital environment.
As social media and opinion platforms have grown, so have astroturfing techniques, becoming a significant concern for consumers and regulators.
How to carry out Astroturfing
There are multiple ways to perform Astroturfing. In general, the most common ones usually consist of creating fake profiles on social networks and online communities to support the brand and attack the rival. Another very recurrent example is that of false cooperation between people with the brand, who have previously been paid. In addition, some companies may use bots to generate automated interactions that simulate an endorsement of their brand.
Astroturfing is a technique that is not recommended due to the significant loss of reputation it entails if it is discovered. The consequences can be devastating, not only in terms of image, but also in terms of consumer confidence and brand loyalty.
Astroturfing examples
Unfortunately, there are many cases of this malpractice every year. Companies should avoid it in terms of the risk involved in these practices and the negative consequences they can have for the company’s image.
- Samsung: The Asian giant was fined $ 350,000 in Taiwan for the publication of numerous false comments and reviews with the aim of promoting its products and attacking the competition.
- Mcdonald’s: The fast-food multinational was caught in Japan paying people to queue at its restaurants at the launch of a new burger.
- Movistar: The Spanish mobile phone company created fake profiles on the social network Twitter to defend itself against a barrage of accusations that arose when they made a series of unfair dismissals.
- Sony: In 2006, during the launch of the PlayStation 3, it was revealed that Sony had hired people to post positive comments about the console on forums and social networks.
This attempt to artificially generate excitement was criticized by the gaming community, leading to a loss of confidence in the brand. - Cocacola: In 2013, Coca-Cola was accused of astroturfing when it was discovered that it had created fake social media profiles to promote its “Coca-Cola Life” beverage.
The profiles were designed to look like real consumers praising the product, but were actually employees of the company.
This case highlighted the fine line between legitimate promotion and deceptive manipulation.