. >> samuel wooley of the digital intelligence lab in palo alto studies the automated software or botssocial media. he follows all the platform owners for not releasing these fake phony followers or likes. >> that bots get used in and around the business sphere to drive up supportive advertisements to give the illusion of popularity to advertisements, to make it look as if these things are more popular than they are. and that is very problematic from a business perspective because the promise that the company's making to you is you have interaction. however, anonymity believes the social value can be made. >> the dollar value of a facebook like varies based on community, based on demographic. >> and how many other likes does it lead to and who was it that liked it? >> how many people are interacting with the content? are they liking it or is it bots liking the content? >> based on the audience. >> and how large is their audience? >> what is your outcome? >> in some regards, it's a telephone chain. >> based on the product, based on the company. >> et cetera, et cetera, et cetera. >>> th