Source: The Like Button | Facebook Help Center
It appears that Facebook takes another step higher when it comes to security on brand pages. As posted on its official blog, the social network is working on eliminating fraudulent Likes caused by spambots, malware, and fake accounts.
“A Like that doesn’t come from someone truly interested in connecting with a Page benefits no one. 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.”
Brands and businesses on Facebook, however, need not to fret because only less than of one percent of any given Page’s Likes will be removed. This security measure is created to remove likes on Pages that are possibly gained by violating the network’s terms. It is also designed to make sure that the connection of brands with their fans involves a real person interested to know something about them.
However, this “less than of one percent” is only applicable to Pages and their affiliates that abide by the network’s policies—which means that companies that purchase Facebook Likes are in for some bad news.
If majority of a brand’s fans are purchased, there’s a big chance that all of this will be removed. That’s because third-party vendors of such services don’t just only make fraud connections, it also uses malware to deceive users and gain more fake Likes. When that happens, there will definitely be a huge drop on the Page’s fan base, which can affect its marketing campaign.
Implications of Weeding Out Fake Likes
Tightening of Facebook’s security measures is designed to enhance a brand’s connection with its fans. This also makes sure that the social network will remain as a genuine advertising platform. By removing fraudulent fans, businesses can measure the demographics of their fans accurately.
“These improvements to our site integrity systems benefit both users and brands alike. Users will continue to connect to the Pages and Profiles they authentically want to subscribe to, and Pages will have a more accurate measurement of fan count and demographics. This improvement will 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 move to weed out fake Likes also means that user will no longer be bothered by viral spam that deceives them into liking a brand content using fake videos or photos.