Bonum Certa Men Certa

Astroturfing Examples: Learning How Microsoft Tames the Internet

Due to recent (and suspicious) trolling activity I've promised to post some new examples of Microsoft astroturfing.

Let it be clear that the following are not speculations. Most of them are clear examples that are well recorded, confirmed, and they are also quite recent (there are far more known examples if one goes further into the past). The issue has become so serious that the EU has decided to crack down on fake blogger astroturfing.

But back to the web, and with sneaky marketing campaigns likely to be more effective than upfront marketing campaigns, what is stopping companies from simply risking it and continuing existing practices?


First, you are encouraged to have a look at this comprehensive 'smoking gun' court exhibit. Therein, Microsoft actually provides an admission that it intends to pay supposedly 'independent' professionals to praise Microsoft in public. But let's consider some more recent evidence and examples, shall we?

Here is a case that got exposed a few months ago. Microsoft secretly paid influential bloggers to recite Microsoft slogans.

The stodgy old media industry has a rule that newspaper reporters, and TV news hosts, shouldn't trade on their public trust to endorse products.


They got exposed and harshly criticised (only by a single site). Where was the press? No coverage of Microsoft astroturfing? Is the story not important enough? Were journalists scared of Microsoft's wrath? Regardless:

What would possess a collection of online publishers and venture capitalists to pimp a Microsoft advertising slogan?

Valleywag today reported about a site tied to a Microsoft ad campaign where the likes of Michael Arrington, Om Malik and others seemingly lend their support to the "people-ready" catchphrase.

I sent e-mails both to Arrington and Malik and--surprise, surprise--heard nothing back. (Obviously, they are not yet sufficiently "Coop-ready.") Microsoft was still checking for me into whether money exchanged hands. But even if not a single shekel exchanged hands, I must wonder about the absence of common sense. Why would ostensibly independent voices come across as Microsoft shills? If they were hoping for a free dinner with Bill Gates, there are smarter ways to go about it.


Here's more from the marketing person who is responsible for this scam.

"The main thing I'm pissed off about right now is that they pulled all the ads, which mean we're taking a revenue hit. We're running a business here, and have payroll to make. We run ads to make that payroll. Those ads have now been pulled."

Microsoft once again corrupts confidence in the blogsphere. They turn 'citizen journalists' to marketing people in disguise.


Microsoft uses proxies to hire its shills, but you can always follow the money (if you try hard enough) and find Microsoft.

The sad fact is that Microsoft needn't even hire many shills when it can keep its own employees very busy.

Microsoft Chairman Bill Gates emphasized the importance of blogging in a May 2004 speech during the company's annual CEO summit. But Gates doesn't blog; same for Microsoft CEO Steve Ballmer.

[...]

Many Microsoft employees do blog, reportedly more than 4,000 of them. The number of employee bloggers was comparatively quite small, about 300, before the launch of Channel 9 and the success of Scoble's blog.

Last year could be called year of the blog at Microsoft. Employee blogrolls swelled and Microsoft bloggers disseminated lots of vital information about the company. Increasingly, employee bloggers are becoming Microsoft's primary evangelists. They are certainly a group over which the company can exact some control and which can spin information to Microsoft's advantage.


I've personally seen cases where Microsoft employees in disguise attacked the authors of open source blogs. It was only IP address lookups that revealed this.

The following two reports lack confirmation, but they are noteworthy nonetheless.

1. Example from October 2007:

Unleash the Astro-Turfers!

Already on Apple oriented developer mailing lists one can see the astro-turfing has begun. A really amateurish attempt by 'Mac Developer' (no one uses a stupid handle like that) turned up today.


2. Just shortly beforehand:

It's unfortunate that paid blogging is becoming all the more prevalent in communities like 1UP. And it's not just the blogs or reviews, it's also the message boards. Microsoft, for instance, also has a person (or people?) who is paid to post on some of the popular gaming boards (and no, Jeff Bell wasn't part of that plan). But it's not just Microsoft -- I know of a few other game publishers who pay users to blog. They don't necessarily require bloggers to say positive things about their products, but it's certainly implied with the paychecks.

What bums me out about all this viral stuff is that, to some extent, you don't know who to trust anymore. There was a time when, if you no longer believed in what the professional editors where saying, you could at least count on your fellow gamers for honest opinions. Not anymore. In a sense, perhaps that helps elevate the importance of the professional word once again, which I suppose is a good thing for us. But I'm still not happy about it.


What do you think about this one?

Microsoft regularly flies customers and industry experts to its campus in Washington to listen to the feedback given by those people.The company invites dozens of key customers and partners to the event,where they spend brainstorming as a group.But as of late, Microsoft has changed it's strategy and the company is making extensive use of blogs to get direct customer feedback.

Within a year,more than 1000 Microsoft employee blogs featured developers and product managers talking directly to customers every day, instead of once a year.Microsoft employees read dozens of blogs every day to see how customers react to Microsoft products and services. In fact,Microsoft employees have taken a bigger leap and even contribute to other's blogs in the expanding space of Blogosphere.


How about this one?

Microsoft has announced the "Microsoft BlogStars" contest, to Hunts for Developer Bloggers in India. After feeling the power and increase of the Bloggers community in India, Microsoft tries to trap and hunt Bloggers in India to buildup the blogging community, for writing blog posts supporting towards Microsoft Technologies.


Remember the Ferrari laptops fiasco?

A former Microsoft manager said it was a case of bribing bloggers.

This is the most frustrating thing about the practice of giving bloggers free stuff: it pisses in the well, reducing the credibility of all blogs. I'm upset that people trust me less because of the behavior of other bloggers. Don't even get me started about PayPerPost.


Another article: Microsoft's Laptop Giveaway Becoming PR Disaster?

This thing is starting to feel like a PR disaster. Bloggers are starting to smell blood and this thing very well may begin to turn into yet another episode of bloggers gone wild.


And another one from eWeek: Bribing Bloggers

It's a bribe. Period. You say nice things about us, you get nice things from us. Heck, just say neutral things about us-we'll give you a killer new laptop and we know that you'll be inclined to say better things about us.


You must have gotten the impression that Microsoft had learned its lesson and stopped that sort of laptop giveaway. But no! 4 months later I found evidence that Microsoft carried on with this malpractice.

Microsoft Belgium rang me yesterday (I don?t think they realised it was a public holiday here!).

[...]

The phone call yesterday was to confirm my address - the laptop (a Sony Vaio - dunno which model or spec yet) is en route with Vista Ultimate and Office Ultimate pre-installed.


Let's not get started with the issue of brainwashing and pressuring journalists because that could make another very extensive post. To give just a couple of examples, consider these:

1. The Inquirer, renowned for its anti-Microsoft biases, got invited for some Microsoft 'treatment'.

The Vole (Microsoft) supposedly invited The INQ over for tea because we are notorious "Microsoft doubters" - and we were accompanied by other supposed Vole doubters such as the folk from lifehacker and a very nice man from Slashdot, as well as some Microsoft MvPs.


As you can see, the Inquirer was not alone. There was a party, and there was plenty of Kool-Aid for everyone!

2. Linux.com (yes, a Linux site) is no exception.

I spent December seventh, eighth, and ninth in Seattle as Microsoft's guest. Microsoft flew me there from Florida at its expense, put me up in a nice hotel, provided decent food, and comped me and four other invitees to this "special conference" with presentations about the marvels of Vista and other recent or upcoming Microsoft products. They didn't quite play the old Beatles song "Love Me Do" in the background, but it was the event's unstated theme.


What do you reckon? Would that journalist think twice about criticising Microsoft after a jolly good time and freebies from Microsoft?

Going further into the past, there are far more examples, but in order to keep the length of this post moderate, we'll provide just two examples:

1. The Los Angeles Times 'dared' to expose the sort of manipulation we are still seeing today (even amidst the ISO/OOXML fiasco).

In 2001, the Los Angeles Times accused Microsoft of astroturfing when hundreds of similar letters were sent to newspapers voicing disagreement with the United States Department of Justice and its antitrust suit against Microsoft. The letters, prepared by Americans for Technology Leadership, had in some cases been mailed from deceased citizens or nonexistent addresses.


Notice the fact that once again, as usual, Microsoft uses one of its proxies to do the 'dirty work'. One need only follow the money though.

2. Going further into the past, remember OS/2?

Some years back, Microsoft practiced a lot of dirty tricks using online mavens to go into forums and create Web sites extolling the virtues of Windows over OS/2. They were dubbed the Microsoft Munchkins, and it was obvious who they were and what they were up to. But their numbers and energy (and they way they joined forces with nonaligned dummies who liked to pile on) proved too much for IBM marketers, and Windows won the operating-system war through fifth-column tactics


Should honest guys finish last?

Comments

Recent Techrights' Posts

Ageism in Tech
Your protocol is "old"...
In Norway, Android/Linux Has Just Hit All-Time High (First Time Since 2020), GNU/Linux Already Very Prevalent
Despite its small population size, Norway gave us Qt and many other things
Microsoft's Mass Layoffs Very Wide-Ranging, Media Focused on Gaming Though Microsoft Mass-Firing Lawyers and "AI" Staff (Contradicting Its Supposed "Investment" in "AI")
Microsoft plans to fire almost half a thousand people in legal roles
2012 Article About the Free Software Foundation Blasting Canonical/Ubuntu Over Adoption of "Secure" Boot (Microsoft's Remote Control Over GNU/Linux Since PCs' Power-on)
By Katherine Noyes (article has since then became 404, not found)
Debian Can Dump Blind Users Because I am Not Blind
the sort of mentality we're up against
The European Patent Office Cannot Attract Proficient Patent Examiners Who Master Their Domain
They are enablers and facilitators of corruption
 
Taking Stock of a Good and Productive Week
We shall now be taking a break, unpacking the new hard drive (8 TB), and making backups of everything
Nice Recovery (From Actual Fire) by PCLinuxOS, New Version of PCLinuxOS Released, Now Top of DistoWatch
PCLinuxOS is a community-driven distro
More Microsoft Shutdowns That Mostly Slipped Under the Radar
Remember what happened to books 'sold' by Microsoft?
Microsoft Lunduke Still Fighting Cancel Culture With... Cancel Culture
There will be no "winners" in such 'debates'
The History of Daily Links and Politics
"I support Wayland, but I also support abortion..."
Microsoft is at 0% "Market Share" in Most Areas
Depending on the taxonomy chosen, there may be dozens of categories other than desktops and laptops
"The moment MSFT stock fails to start tumbling, that’s the beginning of another corporate giant going under."
There are far more layoffs at Microsoft than at Intel, but you would not get this impression based on Wall Street media
Over at Tux Machines...
GNU/Linux news for the past day
IRC Proceedings: Saturday, July 19, 2025
IRC logs for Saturday, July 19, 2025
Gemini Links 19/07/2025: Git For Authors and Filtered Antenna
Links for the day
UEFI 'Secure' Boot Abuses by Microsoft to be Brought Up in the UK High Court in 3 Months
we'll seek compensation
Russia Set to Ban Facebook?
If WhatsApp is made to "leave", that means Facebook or "Meta".
Next Year It'll Be Half a Decade Since the Fall of Freenode (and IRC is Still Doing OK)
Our IRC network is still accessible using the exact same software that ran in Windows 3.x
Lupa Will Soon Know of 3,100+ Active Gemini Capsules
And some people in the "Small Web" try to tell us that Gemini is dying?
The Slopfarms Are Taking Real News Articles and Replacing Them With Lies Generated by Machines
Bluntly speaking, Fagioli is nothing short of an online scammer
Links 19/07/2025: Techtarget to Cull 10% of Staff, New Threats to Free Press in the US (Home of Dangerous and Violent Stranglers From Microsoft)
Links for the day
Gemini Links 19/07/2025: "Climate Justice” and Forking Programs
Links for the day
What Wayland and Microsoft/IBM systemd Have in Common
focus on what IBM (Red Hat) is pushing while running over critics.
Linux Already Has About 60% of the "Market"
"When mentioning the client side," opines an associate, "it is essential to recite the list of other markets where Microsoft is negligible or a no-show. It is repetitive to do so, but it needs saying -- often."
Finland (and NATO) Must Move to GNU/Linux and Dump Microsoft Even Faster
"Microsoft is not a technology problem, it is a staffing problem."
The Microsofters We Sued Helped Microsoft Make GNU/Linux 'Expire' This Year
"Linux and Secure Boot certificate expiration"
linuxconfig.org Joins linuxtechlab.com and Others, Becomes a Slopfarm With Fake Linux 'Articles' (LLM Slop)
They contain "linux" in their domain names, but they are just slopfarms
Links 19/07/2025: Microsoft Cuts in China and Wall Street Journal Sued for Reporting on Jeffrey Epstein
Links for the day
Fascistic Policies Got 'Normalised' in 'Public Office'. Let's Not Let the Same Happen in 'Tech'.
Political discourse typically guides what's "normal" and what "good citizens" should believe/feel
Yes, Your Mastodon Instance Will Also Shut Down
Few people run a one-person instance in the Fediverse
The Demise of GAFAM Necessitates Greater and Broader Awareness
Morale at Microsoft is really bad
Free Software Foundation Reaches 75% of Funding Goal
Not bad for this "Fosschild"
Slopwatch: 7 New Examples of Fake 'Linux' Slop Pieces (Plagiarism With Misinformation)
Serial Sloppers need to be shunned
Links 19/07/2025: Kapo-berg Settles, Software Patents Challenged
Links for the day
Over at Tux Machines...
GNU/Linux news for the past day
IRC Proceedings: Friday, July 18, 2025
IRC logs for Friday, July 18, 2025
Links 18/07/2025: Peace With PKK and Connie Francis Dies
Links for the day
Gemini Links 18/07/2025: Alhena 5.1.8 and Bornhack 2025
Links for the day
How to Top Up a "Limited Liability" With Even More Limitations (Dodging Accountability in the UK)
Some people call it a "shell game". Sometimes it's done for tax evasion purposes.
Free Software Foundation, Inc. (FSF) Inches Towards 75% of Fund-Raising Target
Will the cutoff date be extended again?
Gemini Space (or Geminispace) Grows, But Usage of Certificate Authority Let's Encrypt Drops Further
Ideally, all Gemini capsules should use self-signed certificates
Links 18/07/2025: More Microsoft Layoffs in Activision, The New Stack (Sponsored by Microsoft) Complains About Openwashing
Links for the day
Gemini Links 18/07/2025: OCC25 Gnus for Reading Usenet and RSS Feeds, Small Web Updates
Links for the day
[Meme] 9AM Meeting at Brett Wilson LLP
Brett Wilson LLP in space
Listing as Staff People Who Left the Company More Than Six Years Earlier
There are apparently no laws against that
Brian Fagioli Shovels Up LLM Slop (Plagiarism) Onto Slashdot, Then Uses Slashdot for Affirmation or as Badge of Honour
Notice how some of his latest slop is presented ("as featured on Slashdot")
Social Control Media Productivity
Snapping photos of the bone
The Law Firm SLAPPing Us For the Microsofters Lost 72% of Its Tangible Assets in the Past Year, According to Its Own Reports
That might help explain why they're willing to tolerate serial stranglers from Microsoft as clients
Slopwatch: LinuxSecurity.com Slopfarm and Slopfarms Propped Up by Google News
"As LLM slop is foisted onto the WWW in place of knowledge and real content, it now gets ingested and processed by other LLMs, creating a sort of ouroboros of crap."
Links 18/07/2025: Weather Events and Health Hazards
Links for the day
Microsoft's All-Time Low in Finland
Microsoft is in a freefall
Security: Shane Wegner & Debian statement of incompetence
Reprinted with permission from Daniel Pocock
Over at Tux Machines...
GNU/Linux news for the past day
IRC Proceedings: Thursday, July 17, 2025
IRC logs for Thursday, July 17, 2025