If you’re advertising your brand on Facebook, you’ve likely seen this recent video (below) from Derek Muller on Facebook fraud. If you haven’t watched yet, brace yourself for the number of Facebook advertising likes that are fake, and the damage those fake fans cause to your social reach and return on investment. To beat the threat of fake likes, you’ll need to focus on engagement, a strong core fan base, and contextual ads that draw the genuine fans needed for ROI.
In an effort to get a leg up on Facebook marketing, many like-obsessed pages resort to buying fans — fake profiles which only exist to boost pages’ numbers. Now that Facebook has broken down fans by country, VentureBeat notes that it’s easier to see which pages have acquired fans honestly, and which ones flat-out paid for them.
Over the past year, Facebook has been on a rampage against users who either don’t exist or are using fake names. After all, advertisers want real people with real information behind those likes. The New York Times examined this issue, showing how pseudonyms can be used for good and for evil.
Facebook giveth, and Facebook taketh away: Just one week after pages’ like totals began dropping due to the social network’s purge of fake profiles and likes, reports surfaced of like totals increasing due to links sent in private messages, and not to users actually liking pages. Facebook responded that it was working to fix a bug in its social plugins, and that the totals being impacted were actually on counters that measure likes and shares.
The purge of fake profiles and likes announced by Facebook earlier this month kicked into full gear Wednesday, and the deletion of accounts that were created illegitimately and likes from malware, compromised accounts, deceived users, fake users, and purchased likes caused the like totals of several pages to drop, but in most cases, the effects were minimal.