Facebook Warns Page Owners About Upcoming Drop in Page Likes

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Today, Facebook gave Page owners a heads up about an upcoming change that’s going to cause a drop in Page likes. The company is going to change the way likes are counted in order to deliver more accurate data.

So don’t worry, your audience hasn’t suddenly abandoned you, chances are the likes you’re about to lose hold little value anyway. The reason for that is because Facebook will no longer be counting Page likes from deactivated and memorialized accounts.

As a result of this change, like counts will always be consistent and up-to-date. If a deactivated account is re-activated, the like count will be adjusted accordingly.

Facebook’s reasoning behind this is two-fold — improved business results and greater consistency. “Everyone benefits from meaningful information on Facebook. It’s our hope that this update makes Pages even more valuable for businesses.”

This can ultimately be looked at as a good thing because it means no more inflated numbers. I suspect the Pages that will get hit the most are those who pay for likes, or try to artificially enhance their numbers in some other way. Whereas Pages that have grown their audience organically probably won’t notice as much of a drop.

An exact date for when this change will be rolled out was not mentioned, but chances are the social media community will be buzzing about it when it happens, so stay tuned.

Matt Southern

Matt Southern

Lead News Writer
Matt Southern is the lead news writer at Search Engine Journal. His passion for helping people in all aspects of online marketing flows through in the expert industry coverage he provides.
Matt Southern
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  • http://www.theseoconcept.com Damon

    I agree that this is a positive thing on the part of Facebook, real numbers are important. It still doesn’t change the fact that true organic Facebook page growth is now an impossible dream, we walked away from the platform quite some time ago simply because we couldn’t get any traction without throwing money at Facebook advertising which was not something we were prepared to do without having any traction in the first place.

  • http://www.a2zesolutions.com Jonny Pean

    Thanks a lot Matt for sharing this information. As ‘Likes’ have become too much important for us to make our pages popular, it will bring a change. This is really a very positive step taken by Facebook since real Likes matter.

  • Ashish Mookin

    if you are running highly targeted paid social ads on facebook to drive more page likes then also you would see a big drop in likes? On going basis we usually audit our paid likes so it will be interesting to see how much drop we see on our page.

  • http://www.predict-it.com Alvin Cordeiro

    Page likes from people who dropped their user of FB or have deceased would only dilute your ability to reach a real audience anyway. Personally I think a business page will benefit more from getting quality honest reviews, if those were removed I’d be disappointed.

  • http://donnabarstow.com/ Donna Barstow Cartoons

    It’s not positive at all!!!! It’s one more manipulative tactic by Fakebook to try to force everyone to buy ads. What do they care whether the numbers are “inflated”? It only makes them look more powerful.

    Really? I had 16 dead people following me?

  • velma

    That is all well and good, but the reality is we paid for the chance to reach audiences relevant to our brand it.

    So what happens to all the money that was spent if you are telling me that some of the accounts that interacted with my page have been deactivated or memorialized.

    Just Sayin

  • http://rayanthony.io ray anthony

    This is so ridiculously long overdo. Now if we can cross our fingers and hope the Google impending changes large in scope as they are (obviously not mere mobile bs) address the egregious disproportionate weight given to garbage auto generated content from aggregating sites, One of my key verticals my number 1 is under attack from sites with random words, ripoffreports that help, 10000:1 fake ratio on social, etc. this is giving me some reason to hope