Facebook on Fight vs. Fake Likes

By David Cohen Comment

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Facebook outlined recent steps it has taken to combat the issue of fake likes, such as its use of pattern-recognition technology, as well as sending notifications to page administrators.

These new steps by the social network have been implemented since the last time it offered an update on its efforts on this front, last October.

Facebook site integrity engineer H. Kerem Cevahir wrote in a note on the Facebook Security page that although fraudulent activity such as fake likes only accounts for “a tiny fraction of overall activity” on the social networks, efforts continue to ensure that it remains “a trustworthy place for people and businesses to connect.”

Cevahir described Facebook’s use of pattern recognition as follows:

New advances in our pattern-recognition technologies helped us halt many of the major exchanges that promote fake like activity on Facebook originating from click farms, fake accounts and malware. When we see suspicious patterns of likes coming from or to a specific account, we thoroughly investigate the situation in order to determine whether there is fraudulent activity taking place.

This work has made it extremely difficult for the people selling fraudulent likes to actually deliver their promised likes to paying customers. In fact, over the past six months, we’ve tripled the number of likes we’ve detected and blocked before they ever reached a page. Because of this effort, a large number of the vendors that were attempting to sell inauthentic likes to Facebook page administrators have closed their businesses.

And on Facebook’s communications with page admins, he wrote:

In addition to removing fake likes directly from pages, we now send notifications to page administrators when we block or remove fake likes from their pages to help them learn how to gather authentic fans. Since introducing this feature in March, we’ve notified 200,000 pages that we’ve protected their accounts from fake likes.

Page admins: Do your pages have issues with fake likes?

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