Social networking site Facebook Inc(NASDAQ:FB) is
taking steps to weed out fake `Likes' on its platform by making changes to its
software that can detect and remove them.
This is part of Facebook's attempts to identify and
remove fake accounts that do not add anything to the company. It has previously
admitted that there are millions of fake profiles and it has to do something
about it.
These fake `likes' may be either due to a malware or
accounts which have been hacked or `Likes' which have been purchased in a bulk
form.
Fake accounts are a nightmare for social networking
sites as it is sometimes impossible for the sites to identify such profiles.
Closure of such accounts does not yield any tangible results as millions of
others pop-up almost immediately.
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"A Like that doesn't come from someone truly
interested in connecting with a Page benefits no one," says Facebook on
its security blog.
"When a Page and fan connect on Facebook, we want
to ensure that connection involves a real person interested in hearing from a
specific Page and engaging with that brand’s content."
Earlier this year, BBC while conducting its
investigations into the problems of fraudulent accounts, set up a fake bagels
business and found that it got thousands of `Likes' on it, most of them
originating from countries such as Philippines and Egypt.
Facebook said that the upgrade to its system can
automatically detect fake accounts and such `Likes'. Though the number of such
accounts may be small in terms of percentage, in actually numbers they will be
high. However advertisers and marketers can be sure that they are getting
authentic data from the company, after weeding out these accounts.
"Users will continue to connect to the Pages and
Profiles they authentically want to subscribe to, and Pages will have a more
accurate measurement of fan count and demographics," said Facebook.
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