Dive Brief:

• Weibo, dubbed the "Chinese Twitter" by Ad Age, currently says it has 129.1 million monthly active users. But whether they are all real is a topic of debate. 
• Chinese social media experts believe that some Weibo users are using fake followers, or "zombie fans," to boaster their social media profiles. 
• Weibo says it is actively trying to unearth these fake accounts. 

Dive Insight:

Reportedly going for up to 16 cents a pop, these zombie fans give testament to the large impact a company's social media presence can have on its public appeal. But these lifeless fans may have a negative impact on those willing to use them, according to Sam Flemming, founder and CEO of a China-based social business intelligence firm. Flemming states that while bigger twitter numbers may seem better, consumers are more and more looking at brands' engagement with their consumers: "And if you're going to engage you'd rather be doing it with real people as opposed to zombies."