This week, Facebook has added to its security by removing fake Likes from brand pages. The Likes that are targeted include those that are a result of compromised accounts, deceived users, purchased likes, or malware. The announcement in a Facebook Security Note asserts that,
“On average, less than 1% of Likes on any given Page will be removed, providing they and their affiliates have been abiding by our terms.”
The news is welcomed by legitimate brand managers and social media marketers, who will find it a relief that those engaging in less-than-honorable tactics will feel repercussions. While the larger companies can afford to lose thousands of followers without making a dent in their revenue (Texas HoldEm Poker lost over 103,000 fans- less than one half of one percent of all fans) smaller businesses and start up companies can not afford to see such fluctuations.
Among the top 20 brands on Facebook, all but 4 have lost Likes in the last 24 hours, with only Facebook For Every Phone, Facebook, YouTube, and Coca-Cola remaining immune to the slaughter. In those cases, the positive metric does not necessarily indicate that no Likes were lost, but rather that the number of Likes gained was greater.
Data courtesy of PageData.
The elimination of fake Likes is important for brands to consider when selecting a social media company to manage their online presence. While it is tempting to see a massive influx of Likes initially, it is crucial to remember that true, organic growth takes time. Hoping for a quick fix in this case may get you much less than you bargained for long-term.
This once again stresses a point that we at Clix share with out clients- choosing to engage in social marketing and SEO are long-term solutions. The audience must be carefully cultivated and the brand loyalty genuine. Like Facebook, potential customers can spot a fake profile, and your reputation will not be improved in their eyes. The key is to remain constant and cater to the real needs of your real followers. This should keep you too busy to spend time looking for fake Likes.
