On Thursday, Facebook announced that it will be changing the way it counts likes for business and celebrity pages.
In a move to make "likes more meaningful" and keep the social network up to date, Facebook will remove memorialized and voluntarily deactivated accounts from Pages' like counts. "Over the coming weeks, Page admins should expect to see a small dip in their number of Page likes as a result of this update. It's important to remember, though, that these removed likes represent people who were already inactive on Facebook," explained the company in a blog post on its Facebook for Business page. "Going forward, any accounts that are voluntarily deactivated or memorialized will be removed from a Page's like count. If a deactivated account is reactivated, the account will be re-added to a Page's like count." If a user reactivates their account, their likes will be reinstated.
Facebook's new policy has two major benefits, according to the social media giant: business results and consistency. By removing inactive Facebook users from like tallies, businesses can get more up to date data on those who actively follow their pages. Businesses can use this real-time information to create content directed at active followers, rather than factoring in inactive or deceased accounts. The other key factor in the new policy is consistency. "We already filter out likes and comments generated by deactivated or memorialized accounts from individual Page posts, so this update keeps data consistent," explained the company. "Everyone benefits from meaningful information on Facebook. It's our hope that this update makes Pages even more valuable for businesses."
Photo: © Creative Commons - Flickr: Kevin Krejci.