There’s a lot of work put into getting Facebook page “likes”, and some apparently took shortcuts. Facebook decided to take action against fake “likes” to products and pages and will start taking a second look at suspicious such “likes”.
Earlier this summer, BBC released the results of an in-depth investigation into Facebook page “likes”. BBC suggested that the social network was taken by assault by numerous dummy profiles that “liked” pages and products without having an actual interest in them. A blog post published last Friday by Facebook announced the company will begin to weed out fraudulent “likes”.
This year has been tough on Facebook. Surveys say that Facebook users are getting increasingly bored with the social network, while advertising clients are scrutinous whether or not it is actually a profitable platform. In July, Limited Run complained out of all the clicks it pays to Facebook, only a quarter are legitimate.
So the social network announced it has increased “automated efforts” to eliminate fraud page “Likes”. “A Like that doesn’t come from someone truly interested in connecting with a page benefits no one” reads a blog post published last Friday by Facebook.
“Real identity, for both users and brands on Facebook, is important to not only Facebook’s mission of helping the world share, but also the need for people and customers to authentically connect to the pages they care about” the blog post adds.
Facebook’s quest to weed out fake page “Likes” means fraudulent “Likes” will be removed. The company says only 1% of “likes” have been achieved thanks to purchased bulk page “Likes”, compromised accounts and malware.
“To be clear, we do not and have never permitted the purchase or sale of Facebook ‘likes’ as we only want people connecting to the pages and brands with whom they have chosen to connect” reads Facebook’s post.
The weeding out of suspicious “Likes” is said to “allow pages to produce ever more relevant and interesting content, and brands will see an increase in the true engagement around their content”.
Facebook’s quest for fake “Likes” sounds good enough for users, but how much do you want to bet some “Likes” will be removed by mistake? It’s a great idea to purge for fraudulent “Likes”, but Facebook has to be 100% accurate a “Like” is fake. How will Facebook experts know when a “Like” is legitimate or not?