In an effort to clear the clutter of information in its page insights and insights application-programming interface, Facebook announced that effective July 10, it will remove a metric that many page administrators did not find helpful: friends of fans.
Friends of fans are a valuable group for many businesses on Facebook, and also the ones who see loads of advertising daily through sponsored stories, suggested posts, and promoted posts. While users are sometimes introduced to pages they end up liking, many times, posts from pages they haven’t connected with end up being unwanted messages. Social media expert Jon Loomer, in recent blog posts, explained how users aren’t shy about voicing their opinion and wrote about how brands can advertise to potential fans without aggravating them.
People are shocked when Facebook launches new ad products every few days — targeting your search queries, what sites you’ve been to, or taking your Facebook information and injecting it into other websites. You can even upload customer email lists and phone numbers to Facebook, too. But if you want Facebook to be able to measure your return on investment, it must know who the friends are of all your fans.