Adam Jackson | Entrepreneur, Investor, Advisor

For the better part of the last 10 years one of my hobbies has been sampling the best the Internet has had to offer in investment research tools. I’ve dabbled in developing my own technical analysis algorithms, have done a fair amount of day trading and have taken some more traditional long positions in companies I believed in. Online investment tools have come quite a long way over the years, but one of the recent fads that the “Web 2.0″ wave of innovation has brought us is the concept of social investing.

Social investing sites such as Covestor.com, Cake Financial and several others have done a great job of bringing all types of (typically) non-professional investors together. Their sophisticated platforms allow members to enter their brokerage account login credentials (a little scary, but most of us swallow hard and do it anyway out of curiosity) in order for the site to “verify” your trades. Your trading activity is downloaded into the database and the site assigns a percentage of your portfolio each equity occupies. The number of shares (amount of cash you’re playing with) is not published in order to protect your privacy. The idea here is that, because the equities are verified by the site to exist in the member’s brokerage account, full-disclosure is satisfied and anything that member writes can be judged fairly by the readers. Many of the more active members on these sites keep blogs and write publicly-viewable messages about their rationale behind trades. In fact, when Covestor detects that you’ve made a trade in your brokerage account, they will email you asking for your rationale in the form of a mini blog post on covestor.com.

So, the first thing I did was pick the top 3 or 5 members on Covestor as ranked by their portfolios’ performance. The site has very nice graphs that show members’ performance against other indices like the S&P 500. After following a few of these members I noticed that a lot of their trades were solid (and common) like BUY APPL @ 110 or other fairly safe bets. This made their track records look decent and they typically edged out the market. Other equities they had would typically take up < 10-15% of their portfolio and would be very small-cap companies. These stocks would have a lot of blog posts associated with them and you could see the record of the member buying the stock all the way down a hill, often with comments to the effect of “time to load up, this one is on sale”, etc. Any time there was a pop in the price, you might see something to the affect of “you like that 200% gain today? More where that came from!”. But, the overall performance of the stock since the member initially bought in would typically be abysmal. Often you’ll see other members posing (publicly viewable) questions to the trader to the effect of, “I see you’re taking a bath on XYZ but you keep buying it up … you must have some inside info”, etc. That is often enough to get the degenerate-gambler-day-trader to jump in on the action and wait for that next 200% pop.

The first few of these I encountered made me think, “Well, the guy obviously believes in this stock because Covestor verified his ownership of it”. But, Covestor and others don’t publish how many shares the member owns! This trader could own literally 1 share to begin with and then keep buying 5 or 10 more as the price drops just to back up his public enthusiasm about the “sale”. Then, in another brokerage account not connected to Covestor (and therefore not publicly viewable), he may be making very different trades.

Call it pump-and-dump 2.0. It’s analogous to how the spam kings of yesteryear would pump penny stocks for a week then dump them after enough suckers bought in. I think Covestor and others are great sites with impressive platforms and very innovative features. The first one who figures out how to solve this problem, though, will certainly have the advantage. The only way I can think of off the top of my head would be if the site were to award different “badges” to positions in a trader’s portfolio. One badge could signify that the position is in excess of a certain dollar amount (proportionate to the share price). This would give users that track the trader a little more comfort in knowing that this is less likely to be a pump-and-dump trader.