Facebook On The Warpath Against ‘Fake Likes’

Peter Roesler, President - Web Marketing Pros

By Peter Roesler

President, Web Marketing Pros

Facebook is getting aggressive in its battle to delete fake ‘likes’ that are being posted to Facebook pages. They often are made by users that do not really exist, or do not have knowledge of the business in question.

This is a new effort by Facebook that could devalue a big aspect of the advertising model for the social networking giant. On Aug., 31, the company stated that it does not permit the sale of Facebook likes. Facebook stated that it only wants people connecting to pages and brands authentically.

The new automated efforts by Facebook are intended to eliminate likes that are produce by malware, fake users, hacked accounts, or by bulk purchase. The new Facebook automate systems are designed to pinpoint suspicious likes and to take action against them.

Facebook noted that a like that does not originate from a person who is really interested in connecting with a page is of benefit to no one. Real identity is essential to Facebook’s mission, and also for the desire for people and customers to really connect with each other, the company said in a blog post.

Facebook admitted in early 2012 that about 9% of its 955 million members could actually be fake or duplicate accounts. It also stated that user-misclassified accounts may represent 2.5% of its total users worldwide.

A number of privacy issues and problems with fake accounts have caused problems for Facebook in recent months. Facebook and the FTC agreed last month that the company had deceived consumers when it said that their information of Facebook could be kept private. At the same time, the firm was allowing it to be shared in public.

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