Facebook Likes Are Going Down…They’re Yelling Timber
Starting today, if you manage a Facebook Business Page you may notice your “like” count drop.
Facebook recently announced that it would be doing a little house cleaning for Business Pages. The social media giant is changing the way it counts Page likes, removing memorialized and voluntarily deactivated accounts. The change will result in many Pages seeing a drop in their number of likes.
But, it’s ok. In fact, it’s even good.
In their blog post outlining the change, Facebook highlights two benefits of the new policy:
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.
These are two great benefits, and there are so many more.
Many brands use the number of fans they have on social media as the be-all, end-all measure of success on the platform. And that’s wrong. It’s so, so wrong. This change is a great opportunity to have a discussion with your boss, your clients and maybe even yourself about why there is more to measuring social success than counting Page likes.
Metrics like engagement rate are a far more valuable benchmark of success on social media and should actually see a boost because of this change. Remember, the likes you’ll be “losing” were artificial inflation. These users could not interact with your content and may have been negatively skewing ad audiences.
This change may give your Page a temporary drop in total likes, but will ultimately provide the benefits of a more engaged audience that accurately reflects those interested in your brand.