Some time ago, absentmindedly tweeting about the woeful state of higher education, I received a notification that one of my tweets was liked. This being somewhat rare, I excitedly went to check out who it was from, only to find that it was one of the institutions I was directly critiquing. If they had actually read the tweets I’m sure they wouldn’t have actually ‘liked’ them, so what gives?
This isn’t the first time something like this has happened to me. Periodically, as I’m sure many of us do, I get likes, follows, and retweets that seem incongruous with the content of my posts. Some are a result of Twitter users actively seeking to aggregate info, gain followers, and increase their social media presence. Others are fully automated Twitter bots.
Twitter bots, for the uninitiated, are pieces of software that use automated scripts to crawl the Twitterverse in search of particular words or phrases, to follow, like, or retweet others. In 2014 Twitter revealed that as many as 8.5% of its active accounts were likely bots. Beyond mere annoyance at the lack of a human interlocutor behind a ‘like’ or ‘follow,’ however, why care about the presence of Twitter bots or the use of algorithms to harness the power of social media?