Fallout from fake followers: Movie columnist Richard Roeper, exposed in a recent news report as one of the celebrities who purchased fake Twitter followers, has reached an agreement with the Chicago Sun-Times (his employer) to delete his old Twitter account and start over. Roeper's statement includes the line "On a number of occasions, in an effort to build my brand, I bought Twitter followers."
The rules of the game are pretty fuzzy right now: Media outlets want "brand-name" presenters, hosts, columnists, and even journalists -- but the whole idea of "building a personal brand" is largely in conflict with the idea of institutional standards in journalism.
Buying fake Twitter followers is a pretty sketchy thing to do, but when the reward structure inside conventional media puts a premium on digital reach, individual journalists are probably going to try it. There aren't a whole lot of clean hands in the commodity-clicks universe.