Many people have already written about new Facebook decision to change the way how fan page Likes are counted, starting with removing inactive accounts from Like count, and what we can expect. We’ve decided to give our version, with the reference to some past events that led to this action. We started discussing this subject in our previous article “Facebook is changing the way it counts Likes”, and now we’ll continue.
1. Why Facebook likes to change their game rules – frequently?
As we all know Facebook is updating its policies regularly, based on serious researches and surveys they conduct on regular basis. We all remember organic reach drop, click-bait articles restriction or like-gate ban. Facebook is not just restricting or banning things, but they also regularly improve this platform by introducing new apps or features like call-to-action button or new video features on pages. This is just the tip of an iceberg, for sure. So, the latest decision to clean their “playground” didn’t happen out of the blue. Without serious thinking and analyzing.
Although there still are admins who think their SMM success is solely based on number of likes on the page they manage, this ‘philosophy’ is now gone for good. After the latest official action conducted by Facebook, it is finally dead. We really hope so…
Why? In order to understand what stands behind this decision, we must speak about several things that preceded this decision.
2. Like Farms – let’s remind ourselves once more
We’ll first connect this story with the famous phenomenon called Like Farms. Once people found out there is a shortcut to easily gain huge number of fans for their pages, some immediately though: “Why bother investing time and effort in building community, when I can simply pay for it and get it in just few days.” Some fan page admins had just one thing in mind: “How to grow fan page community with no effort at all?” They thought number of likes is the only thing that really matters on Facebook. And they were wrong. Their main intention was to show off their ‘successes’ in front of their competitors. Using numbers only, of course. But, very soon, this story got a surprising ending…
Large number of fake likers led directly to lower reach because those people were not interested in page’s content from the very beginning. To say it simply: they are an army of people, paid small amounts of money to click on anything they see. So, can we consider them to be someone’s genuine, loyal fan base? The answer is more than obvious.You can also read our article “Like farms vs. apps’ genuine likes” to find out more.
Watch this video explaining this phenomenon in details, which became a huge hit, with more than 3 million views on You Tube. We are sure you’re already familiar with this, but it never hurts reminding yourself once more about “black hat social media tactics”. In order to avoid them!
This video speaks openly and accurately about facts some people either didn’t know or decided to voluntarily close eyes not to know. But, when they were forced to face the results, it was too late because their fun pages already suffered huge damages. Those who knew what this was about, probably wanted fast (but short-term) results with intention to maybe present their community management skills to their clients or CEOs. Wrong in both cases.
Even if we’re facing the risk of being wrong, we will conclude that one of the reasons why Facebook decided to take a closer look at Like count might be because of these fake Like ‘manufacturers’.
But, not only because of them!
Stay tuned for more, coming soon in the new article related to this topic.