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Spring Cleaning – We have all used this term in reference to cleaning up our homes and backyards as the beautiful Spring season rolls in every year. But when it comes to Facebook, it’s now become customary that every year in March, they decide to do some Spring Cleaning of their own. The difference is that this does not pertain to cleaning up their offices (or sprawling campus), it pertains to cleaning Facebook of  Inactive and Fake Accounts and Page Likes.

In today’s world, the number of Facebook Followers and Likes have become a significant barometer of Social Influence, and in turn Business Influence for many B2C brands and this count is increasingly becoming more relevant to the digital presence of B2B brands also. While the sheer number of Likes on a page is just one barometer of influence, its still the first thing that a new prospect sees about a Brand they just discovered on Facebook. Facebook states:

Businesses use Page audience data to understand what their followers care about. To make audience data even more meaningful for businesses, we’re updating the way Page likes are counted by removing memorialized and voluntarily deactivated accounts from Pages’ like counts. This change ensures that data on Facebook is consistent and up-to-date.

How does this affect you?

  1. If you are a business with a Facebook page that with an Engaged Following , you may see a 2-5% drop in your Facebook Likes count. This is because Facebook may remove some users who have been inactive for a longer period of time, and a part of your user base may still be made up of Fake Accounts (why? described below).
  2. If you are a business with Facebook page which has a large Fake Following – A following that Fake Likesyou purchased using tools like etc or ClickFarm based Fake Likes providers like, you may see upto a 10-20% drop in your Facebook Likes count.

But why is this drop in number not close to 50% or  80% for pages with Fake Likes? Well that is because though Facebook claims to be super righteous about doing the right thing about keeping only the ‘Real’ people on Facebook, they are still a business that reports ‘user growth’. In fact, lot of the Likes you may think you got through ‘Legitimate’ promotions .i.e Facebook Ads are also coming from countries like India, Brazil, Philippines, Thailand etc where there are 1000’s of people who are paid by Click-farms to Like your page. Typically these people get paid $1 per 100 Likes through the Click-farm’s dashboard system.

Facebook needs to provide engaged, real people Likes to be Relevant in business

Facebook needs to shape up to retain its relevance


While I appreciate Facebook’s efforts to do things the right way, what would really help is if they would really focus on making sure that the people who are Following a Brand or Liking the Brand’s page are only those people are are truly interested in that Brand. Even if that means that getting a Like is $25.00 in place of $0.25, the engaged and real audience will become a REAL VALUE  for the Brand/Company.