The likes on a page which we see might not be from real fans and
Facebook has finally woken up to this fact. It has taken steps to remove
Likes on page that may have been gained by inappropriate means and
violate Facebook’s terms.
Facebook was started with the principle of ‘real identity’ and
it wants the same for its pages too. After calculating, the social
networking company estimates that less than 1 percent of Likes will be
automatically removed.
Facebook states, “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. Beyond the need to maintain authentic relationships on
Facebook, these third-party vendors often attempt to use malware or
other forms of deception to generate fraudulent Likes, which is harmful
to all users and the internet as a whole.”
Facebook
estimated earlier this year that around 5-6 per cent of its users might
be fake accounts. This means that almost 54 million Facebook profiles
could be fake, majorly from countries such as Egypt and the Philippines.
It was discovered in an investigation by the BBC when it set up a fake
company called ‘Virtual Bagel Ltd.’
Facebook hopes that these newly improved automated efforts will remove Likes gained by malware, compromised accounts, deceived users, or purchased bulk Likes. And for that it is implementing improved systems which have been specifically configured to identify and take action against suspicious Likes.
It also recommends that Page owners should be careful of any business that offers marketing services particularly designed to build up a Facebook presence to ensure that legitimate practices that do not violate Facebook’s terms are being used.
Hopefully this change by Facebook will help brands that recognize that it is not all about hitting numbers, but having meaningful engagement with fans through its page.
Insightful post indeed.
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