Twitter is reportedly undertaking a considerable clampdown against spam accounts on its network in preparation for its initial public offering (IPO).
Perhaps impressively, the social giant recently claimed that less than five per cent of its accounts are fake.
This might come as refreshing news for companies using the site as part of their broader internet marketing strategies.
Previously, estimates placed the number of fake accounts on Twitter as high as 20 per cent – a huge figure when its 200 million overall users are taken into consideration.
In 2012, ahead of its own IPO, rival social network Facebook reported that it had more than 80 million fake accounts – which are of no financial value for investors, advertisers or brands.
In the papers it lodged with the stock market in the run up to its IPO, Twitter addressed the issue of spam accounts directly, pointing out that if the levels were to increase, the firm’s reputation for delivering relevant content to users’ news feeds could be affected. The company added that the presence of spam could result in ongoing operational costs.
In the papers, Twitter states that it currently has 215 million active users – a much lower figure than the estimates made by the Global World Index, which placed Twitter’s number of real users at 288 million.
Last year, Twitter’s CEO reported that around 500 million tweets are published every day, highlighting its position as one of the most important tools for marketers looking to engage with customers.
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