Saturday, 28 March 2015

Facebook Recently Protected Your Page Against Fake Likes

Likes created by fake accounts or people without real intent are bad for people on Facebook, advertisers and Facebook itself.
Fb have a strong incentive to aggressively go after the bad actors behind fake likes, because businesses and people who use our platform want real connections and results.
Businesses won’t achieve results and could end up doing less business on Facebook if the people they’re connected to aren’t real. It’s in our best interest to make sure that interactions are authentic, so they have a number of teams that detect fraudulent activity and shut it down.
Facebook work hard to ensure that the connections between businesses and people are genuine and meaningful and want to share the resources they have to help you understand where fake likes come from, the defences fb have in place and tips on how to safeguard yourself against fraudulent activity.

What are fake likes?

facebook-recently-protected-your-page-against-fake-likesWhen fb refer to fake likes on Facebook, they’re explicitly referring to external services that sell packages of likes from fake accounts or people without real intent by offering a certain number of likes for a flat fee. Fake like peddlers tempt Page admins with offers to “buy 10,000 likes!” or other similar schemes. They aren’t referring to likes obtained using the free or paid fan acquisition tools offered by Facebook, which provide legitimate likes garnered from people with a genuine interest in a Page.

How and why inauthentic likes are generated

facebook-recently-protected-your-page-against-fake-likesThere are four primary ways in which fake likes are generated:
  1. Click farms, in which individuals with real accounts on Facebook are paid to manually like specific Pages
  2. Fake accounts that do not represent real people and are generated for the primary purpose of liking Pages
  3. Self-compromised accounts, in which a person knowingly installs malware or gives up control of their account in order get more likes for their own Page
  4. Compromised accounts that have been infected with malware, causing the accounts to like Pages without the knowledge of the account owners
People behind these fraudulent activities are rational actors with clear financial motivations. They make their profit by promising and generating Page likes to admins around the world who typically don’t understand the negative implications of purchasing these likes.

How Fb detect and prevent fraudulent activity

facebook-recently-protected-your-page-against-fake-likesSelling likes created by fake accounts or people without real intent is only profitable when it can be done at scale. To make it more difficult for these scams to be profitable, our abuse-fighting team builds and constantly updates a combination of automated and manual systems that help us catch suspicious activity at various points of interaction on the site, including: registration, friending, liking and messaging.

Fb write rules and use machine-learning to catch suspicious behaviour. When they catch fraudulent activity, they work to counter and prevent it – including blocking accounts and removing fake likes.

Page Admins: Best Practices

Focus on real business objectives, not just likes

10734309_856330157721228_45819980_nPage likes offer value as they make your adverts more effective and efficient, provide you with insights into who cares about your business and give your business credibility on Facebook. However, having likes is not an end in itself.
Your business will see much greater value if you use Facebook to achieve specific business objectives, such as driving in-store sales or app downloads. Visit the Facebook Adverts Help Centre for a full list of Facebook Advert objectives as well as descriptions of each.

Don’t buy fraudulent likes that hurt your business in the long term

facebook-recently-protected-your-page-against-fake-likesWhile many legitimate Page admins think that packages of fraudulent likes are a useful tool to increase the perception of how popular their Page is, the likes end up being detrimental to the Pages and admins that purchase them. Fraudulent likers are extremely unlikely to engage with a Page after liking it.
Facebook takes into account Page engagement rates when deciding when and where to deliver a Page’s legitimate adverts and content, so Pages with artificially inflated like counts are harming themselves, making it more difficult and more expensive to reach the people they care about most.

Understand your audience

facebook-recently-protected-your-page-against-fake-likesUnderstanding who is connected to and engaging with a Page will help enable admins to target more of the people most likely to have a genuine interest in their Page.
Use Page Insights to understand the kinds of people connecting and engaging with a Page. With Page Insights, admins can:
  • View metrics about your Page’s performance
  • Learn which posts have the most engagement
  • See data about when a Page’s audience is on Facebook
For example, admins can look at each of their posts and see which ones have the most likes, comments and shares, and the least negative feedback. They can use this information to create more posts that their audience is interested in seeing.
Viewing the People tab in Insights

Where likes come from

Valid reasons why Pages get likes outside of their target audience

It’s possible for your Page to receive likes from people outside of the key location, age or gender of the people you’re looking to reach. In most cases, this doesn’t indicate that your Page is receiving fake likes. Below are some of the factors that may have caused a Page to accrue likes outside of your target demographic.
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