If you run a Facebook Page and your boss and/or client are a little too focused on using Likes as a measurement of your performance, then you may want to let them know that in the “coming weeks” your Page’s Like count is likely to experience a “slight dip”. But here’s why it’s a good thing, and certainly not your fault!
In a recent announcement, Facebook has vowed to “make audience data even more meaningful for business” and to “ensure that data on Facebook is consistent and up to date” by removing Likes that have come from either manually deactivated accounts or “memorialised” accounts after the person has passed. Facebook added that should these deactivated accounts be reactivated then Likes will be reinstated to that Page’s Like count.
Although these updates are scheduled to occur in the “coming weeks”, Likes and Comments on Facebook posts from deactivated or “memorialised” accounts have already been removed.
This change to how Facebook counts Likes is designed to provide business owners with more accurate insights on their fans. Page owners will be able to distinguish between those who have merely clicked the Like button and those who are actively following the page. This will in turn be useful for Page owners looking to reach out to an audience similar to their current followers via lookalike audiences.
And here comes the million dollar question – How many Likes will you lose?
How your Like count will be affected by these updates will depend on your current number of Likes. A page with a small following might experience little or no drop, while an account with a large following is likely to see a more noticeable drop. Certainly, anyone who has garnered Likes from dubious sources can expect to be hit quite hard.
Whilst this “Making Page Likes More Meaningful” update is definitely a positive for your Facebook Page, should your boss or client require any extra convincing then remind that when it comes to who follows your Page, quality wins over quantity every time!