Facebook has set its sights on ‘Fake Likes’ in an attempt to re-assure brands of the authenticity of it’s relationships with users.
Many digital marketers and small businesses alike use Facebook as a means of increasing brand awareness, consumer engagement and as a key tool in building and sustaining meaningful relationships with their clients. In most cases, companies listed on Facebook use the number of ‘likes’ their page has as a key performance indicator. In much the same way, it is generally accepted that Facebook users judge the trustworthiness of a brand on Facebook by the number of likes they have.
As such, some brands have taken to paying for likes to boost their clients’ perceptions of their profile. This is strictly against Facebook’s terms of use and, quite frankly, adds very little value in terms of social marketing.
The social network giant is under constant pressure from businesses to prove the real value of likes and, as such, the recently publicly traded company is beginning to take action. Despite the removal of likes, Facebook assures its brands and users that this move can only improve the overall Facebook experience, purging the site of fake likes which can distort metrics for businesses and mislead potential clients.
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