Facebook has just announced changes to the way it counts “Likes”. This news can be a good thing for businesses that have been working to actively engage consumers and focus on strategies around this, either internally or with a vendor such as Digital Air Strike.
Facebook will no longer be counting “likes” from memorialized accounts of former Facebook consumers who have passed away and from accounts that have been voluntarily deactivated (if the deactivated accounts become active again, their “likes” will return). This will likely result in a reduction in the number of followers a business may have.
The good news is however: businesses will have a more accurate count of their Facebook “likes” as well as how many genuine “likes” their competition has. Businesses will also have a better idea of who actively follows their pages, giving them a better idea of how to target their audience.
Facebook says the change is to make sure its data is correct and believes businesses will benefit as an accurate number of likes can make business pages more meaningful and valuable. The change will have a negative impact on dealers who have not kept a close eye on audiences in Facebook, or who do not have a current and relevant strategy in social media. DAS clients can expect to see a much lower “like” number loss because we are actively monitoring our client’s social media, its engagement, growth and metrics.
If you have any questions about how this change impacts your business or would like information on how you can more actively target consumers that are engaged, please contact us at [email protected] or call us at 1-888-713-8958.
Here’s Facebook’s post in its entirety:
Making Page Likes More Meaningful
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.
Removing inactive Facebook accounts
There are two primary benefits to removing voluntarily deactivated and memorialized Facebook accounts from Pages’ like counts:
Business results: Removing inactive Facebook accounts from Page audience data gives businesses up-to-date insights on the people who actively follow their Page and makes it easier for businesses to find people like their followers through tools like lookalike audiences.
Consistency: We already filter out likes and comments generated by deactivated or memorialized accounts from individual Page posts, so this update keeps data consistent.
What to expect
Over the coming weeks, Page admins should expect to see a small dip in their number of Page likes as a result of this update. It’s important to remember, though, that these removed likes represent people who were already inactive on Facebook.
Going forward, any accounts that are voluntarily deactivated or memorialized will be removed from a Page’s like count. If a deactivated account is reactivated, the account will be re-added to a Page’s like count.
Everyone benefits from meaningful information on Facebook. It’s our hope that this update makes Pages even more valuable for businesses.