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Eleven answers about fake likes on Facebook

DailyBussiness.ro has made a material about what the fraud with likes on Facebook and the relevance these signals have in social media and digital communication strategies. For obvious editorial reasons, editors could not publish the responses entirely, so we thought it would be helpful to post them here, in case you are interested in a bit broader perspective. For those who prefer a shorter reading material, this can be read directly on the DaillyBussiness.ro website. For anyone who has patience, here’s what we found about the problem – false likes and other strategic mistakes.

1. How secure is a company’s investment in buying likes?
Buying likes does not represent an investment, but a waste of money, given that the volume of fans of the Facebook page is irrelevant for the business results and those related to the community in the absence of adequate public segmentation.

2. How to ensure a company that people behind likes are representative for their brand/page?
For those who engage in such illegal practices and in terms of the terms and conditions governing the Facebook platform, the objective of having the like relevant is secondary, if not non-existent. Most often, the interest in buying the like-ins reside in a goal-bound volume is devoid of substance if it is not correlated with an increase in actual and strategic community.

3. How much percent of like-a page are or may be fake accounts in Romania? But abroad?
Unfortunately we don’t have access to the relevant data in this regard, but a percentage of error exists in any system, whether it is illegal, as one is buying like, legally or as platform for Facebook ads. This coefficient of error is given by the methods by which fans are attracted to the site. The involvement of fans through competitions, for example, is likely to attract much more competition that have dozens of false accounts to be used to win as many prizes. A suite of factors really do matter, such as the profile page, the type of community and, of course, the aims of those who administer it.
4. Why doesn’t Facebook clean fake accounts?
As in the case of multiple platforms with a very large number of users, Facebook also has two levels of moderation database. The first filters are always automated and there are others that are enabled at the time that a user is claimed by Facebook for violating a rule of the platform (or a personal rule). The last are human filters, teams are dealing with customer service on the part of users to reach only matters have not found resolution path. Of course, it happens that neither at human-level you may receive a reply. Facebook cannot devote too many resources to clean false accounts and this would involve financial, logistical efforts, as well as related software. A user base will always have problems with spam, false accounts and related practices and the company will continue to boast of exponential growth in the number of users, which, let we not forget, was one of the points that we have emphasized the most in track until listing on the stock exchange.

5. How do you recognize a fake account?
Typically, a fake account has few pictures, most of which are not facing a person, and on the wall we find shares and likes, but lacking original content. We will not find milestones and check-ins (perhaps only very rare) or other activities which should clearly show the actual interactions between an individual and his or her profile.

6. How much percent from a campaign designed to bring the 10-20 thousand Likes on Facebook could be fake accounts?
I hope that the clip that circulated very intense these past weeks had expected impact, namely administrators of Facebook should be more careful in the management of budgets and segmentation of campaigns that they do. Without making overwhelming statements, there is a margin of error of up to 5% in average campaigns carried out carefully by targeting on socio-demographic considerations.

7. We have seen that there are people who like to give many Likes to brand pages. Are these people paid? What percentage/salary/income they receive?
There are people who give Like to many pages to communicate a given personality through associations and then there are people involved in selling networks like to those who want to buy. The amount you receive is usually absolutely insignificant ( 1 $ for 100 Likes), but is a type of income that can be easily generated, especially for those in developing countries.

8. How much for selling one Like?
If the price per hundred likes is a dollar, then for a Like would get 0.01 $.

9. Where does an agency that optimize Facebook accounts take all these Likes?
Typically, the agencies acting in good faith and want to build a real community and involved will turn to Facebook ads campaigns on dedicated platform, which is pretty well regulated. If they want to appeal, however, other ways, less legitimate, then there are plenty of websites that sell likes, accessible from a Google search.

10. Under the terms of false accounts, are Likes still relevant for a company page?
Here comes again the question of the priority that we have administrators, be they individuals, staff or consultant companies. If your goal is an increase in the community, then the increase in volume would be a relevant factor, but we think I have exceeded the period during which the number of Likes of a page was the most important indicator of performance. Facebook should not be the central channel of the communication of the brand, but a purchase of channel users and a place where the community can be involved and supported through various tactics. Likes are relevant so far as they lead to the achievement of the objectives, no matter if they business or brand-related community.

11. How can I clean a Facebook page of false Likes?
There is a very simple mechanism described here (https://www.facebook.com/help/222702104422027) that can help any admin to get rid of irrelevant fans. I would recommend a good article that describes why is it important that an administrator should be vigilant and attentive to community, modering from time to time database of fans. Of course, the effort grows as the community evolves, and the allocation of resources in this respect continues to depend on the goals associated with this channel of communication.

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