On Friday, Facebook – the social media giant – announced that it has started to eliminate a substantial number of fake that according to it were either spam or fake. The fake accounts were largely created in Saudi Arabia, Indonesia, Bangladesh and some other countries. The fake accounts tried to accumulate likes as part of a planned campaign.
Facebook took action against 30,000 fake accounts in France
The fake accounts accumulated “likes” by liking the pages of publishers in order to target their followers with spam, notes CBS News. On Friday, the social networking site issued a statement warning, saying that publishers could expect to see a drop in the likes on their pages as it starts to clear out the spam accounts.
The most affected pages with over 10K likes would lose a maximum of 3% of their likes, said the statement. Some notable news accounts started to see a drop on the number of their “likes” around lunchtime on Friday, with at least one major news account losing tens of thousands of likes. In the statement, the tech giant said that the organization had been battling this fake account operation for at least six months, and most of “the fake accounts had not been mobilized yet to actually make connections and send spam.”
On Thursday after the tech company said that it had taken action against around 30K fake accounts in France, the given announcement came. The social media platform took action in France ahead of its upcoming presidential elections.
Advertisers question the decision of Facebook
Advertisers are questioning this action by the social media giant as they bid to get their ads displayed along the newsfeeds of users with the assumption that those users were real people and not spam.
In a talk with news site “CBS News,” experts tell that the social networking site uses an opaque reporting structure that does not enable advertisers to verify the ad reach, impressions, streaming reactions and other metrics – which the tech giant reports – independently. Almost all of the 27.6 billion of the social media giant in revenue, which was reported last year, was generated through advertising.
Anita Walsh, Director of Social Media Strategy at the advertising firm Horizon Media, said advertisers bid against each other to reach blocks of users on Facebook who fit a certain description and “the more targeted or niche the description, the more expensive the ad placement becomes.”
She said, “In an ideal world they might be able to, but Facebook is very particular, as well they should be, about user information. Once you’ve chosen that audience, there’s no one-to-one reporting there, for privacy reasons. We don’t get to identify the 18- to 49-year-old female from Alabama.”