When it comes to social media marketing, few things are as valuable as the Facebook ‘Like.’ In years past, people would buy tens of thousands of likes for their pages and posts to help get them seen be more and more people. While Facebook had always discouraged this practice, it didn’t do much to stop it until just the past year or two.
When they began implementing measures to identify fake likes and remove them as well as block spammy accounts it made it much more difficult for marketers to get these inflated numbers. For marketers who did things more organically, however, it helped them to get the recognition for their quality work that they had been pushing for all along.
While Facebook has already done quite a bit to stop the ‘Like Spam,’ it is still an issue that needs more attention, and representatives from Facebook have confirmed that they are still taking the issue very seriously.
In October of 2014 Facebook published information about several of their spam fighting practices, which helped to confirm what most people had already known. According to a post that was just published this week, Facebook is implementing even more advanced algorithms to help identify fake likes and remove them.
In the post, Facebook’s Integrity Engineer, H. Kerem Cevahir, says, “Fraudulent activity has always been a tiny fraction of overall activity on Facebook – we’ve worked hard so that most people on Facebook don’t encounter this sort of thing at all. Even so, we continue to adapt and improve the methods we use to prevent fake likes because scammers are constantly evolving and testing new methods to try to get around our spam prevention systems.”
He goes on in the post to talk about several key elements of anti-spam system that have gotten updates or improvements. Two of the biggest changes include:
- Pattern Recognition – The new advances that were implemented help to stop some of the major exchanges that buy and sell Facebook activity. These ‘click farms’ operate with thousands of accounts, and this new pattern recognition will help to identify and shut them down.
- Faster Removal – The improved system has also helps to confirm suspected fraudulent activity faster so that the accounts can be disabled and likes removed much more quickly.
In addition, Facebook is taking a more positive step in that they will begin working directly with page admins that are getting these fake likes. They will notify the admins that they are aware of the fake likes that occurred on their page, and let them know that they have been removed. They will also provide advice on how the admins can generate authentic likes and encourage real interaction with their followers.
Overall, this seems like a very positive move for marketers who are taking a traditional ‘White Hat’ approach to their social media marketing efforts. Those who are buying likes or other activity, however, will likely run into additional problems going forward.