Globally and in India, brands have evolved on social media. From boasting of having a Facebook profile to feeling proud of having gained fake Facebook likes, a majority of the brands today focus on objective rather than the medium. Facebook, the world’s largest social network with 890 million daily users (according the Q4 2014) has evolved the way it does business and at the same time has worked aggressively on making the news feed much more smarter.
Over the years, Facebook has put in a lot of effort in breaking the entire fake likes business on its platform. In a recent update by Facebook site integrity engineer H. Kerem Cevahir — the company said advances in pattern recognition technologies are helping it win the battle against exchanges that promote fake like activity from click farms, fake accounts and malware.
Talking about couple of major improvements Facebook had since last October in the fight against fake likes, Cevahir shared about 1. Pattern Recognition, and 2. Alerting impacted admins.
Pattern recognition technologies has helped Facebook to halt many of the major exchanges that promote fake like activity on Facebook originating from click farms, fake accounts, and malware. “When we see suspicious patterns of likes coming from or to a specific account, we thoroughly investigate the situation in order to determine whether there is fraudulent activity taking place,” wrote Cevahir.
According to Facebook over the last six months, “We’ve tripled the number of likes we’ve detected and blocked before they ever reached a Page.”
In addition to removing fake likes directly from Pages, Facebook now sends notifications to Page administrators when it blocks or removes fake likes from their Pages. Since introducing this feature in March 2015, Facebook has notified 200,000 Pages that it has protected their accounts from fake likes.
Meanwhile to showcase the efforts and sincerity in reducing fake likes, Facebook has created a guide about how fake likes are generated and how they do more harm than good.
Facebook started flexing its muscle in breaking the big fake likes business since October last year. During that time Facebook had revealed some of its fraud-fighting tactics today — including that it had won nearly $2 billion in legal judgement against spammers — and offered advice to businesses to avoid being fooled by fake-like scams.
Since then Facebook waged a war against eliminating Facebook likes and false pages. Illegitimately created accounts were deleted, and Likes gained from malware, compromised accounts, or deceived users were also removed. Very recently, to make audience data even more meaningful for businesses, Facebook updated the way Page likes are counted by removing memorialized and voluntarily deactivated accounts from Pages’ like counts.
The business of buying fake Facebook likes is not dead but with the social networking giant getting serious to clamp it down and educate marketers on negatives of such action, has sure provided a set back to the fake like business.