In an attempt to protect lead generation marketing efforts on Facebook, the social media company recently launched a campaign of its own geared toward cracking down on scammers who use malware to generate phony likes.
Facebook plans to increase its use of automated tools to help remove fraudulent likes. Additionally, the social media service will update its security components so suspect behavior can be identified easily.
“On average, less than 1 percent of likes on any given page will be removed, providing they and their affiliates have been abiding by our terms,” the company said in a statement, as reported by Search Engine Watch. “These newly improved automated efforts will remove those Likes gained by malware, compromised accounts, deceived users or purchased bulked Likes.”
The use of fake likes, or “like-jacking,” has become a popular way for scammers to manipulate the perceived popularity of certain sites. In some instances, this could influence paid advertising agreements, allowing an attacker to collect a higher affiliate rate from a marketer.
A company spokesperson went on to say the improvements to Facebook’s integrity systems benefit both users and brands alike. All in all, the debunking of malware will provide an authentic glimpse into the real-time popularity of Pages and Profiles, which will create a more accurate measurement of fan count and demographic for professionals to use in lead generation.
Social media has grown into an essential component to marketing, and system upgrades like the one implemented by Facebook help it remain relevant. Whether using social media for branding or marketing, it’s important that the data you collect is accurate and useful for future outreach programs. Eliminating false likes can help, but will your profile be affected?
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