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Facebook Deletes Fake Likes on Fan Pages September 28, 2012

Posted by Mark Hillary in Current Affairs, Internet, Software.
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Facebook has started deleting fake ‘likes’ on fan pages after confessing that around 8.7% of all likes were probably false.

The BBC’s technology correspondent, Rory Cellan-Jones, tried an experiment earlier this year where he set up a company page on Facebook – offering bagels – and despite having no information about the products on the page it quickly attracted over 1,600 ‘likes’.

Many of the most popular Facebook pages have started shedding a large number of ‘likes’ including pop stars such as Lady Gaga.

This might all be seen as just a storm in a teacup by many, tinkering around with algorithms in much the same way as Google does all the time when they have a regular review to improve search results. But it is more significant.

Advertising is now a significant source of income for Facbeook and the number of times a product or company page is ‘liked’ has an effect on how often that page appears in the news stream of fans.

For Facebook to continue building a business model based on genuine fans with a genuine desire to learn more about products, they need to demonstrate to companies that fans on Facebook are real people – not robots automatically liking every new page.

It is significant that Facebook is undertaking this clean-up, but it is worth noting the flipside of the argument, that over 9 out of 10 ‘likes’ are by real people – and now the fakes are being removed, brands can be assured that figure is getting higher and more trustworthy.

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Photo by Urs Steiner licensed under Creative Commons

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