Why Facebook is not Taking Action Against Trading Fans and Likes

Posted on April 10, 2012 
Filed Under Facebook, Social Media, Social Media Marketing, Social Networks

No doubt, Facebook is the trendiest thing these days and everyone – individuals and brands alike are trying to promote their profiles using this medium. But building a brand page and getting thousands of people to like your page is not an easy task. Thus, like any other technology, people are trying to find shortcuts. There are hundreds of ‘providers‘ selling facebook fans, facebook likes, facebook shares and made it a more like a commodity, beating the very meaning of the word ‘social media’. Here’s a snapshot of Google search result if you search for “buy facebook fans” –

buy facebook fans

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Also take a look at the demand side of it – number of searches being performed for it.

buy fb fans and likes

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So, it is clear that there’s a huge demand for it and there are many suppliers catering to it. Agree, these may not be automated likes, and they are real human beings. But 95% the fans purchased have fake profiles and are not real users. You will realize that once you start exploring the other side of it, ie, try joining any of these sites as a user (fan willing to sell your likes), then you will know who your ‘purchased fans’ are and what their motive is!

Now let’s take a look at the possible advantages and disadvantages of buying fans or likes.



A higher number of fans indicates how popular a brand is

Very often these are fake profiles, not genuine users
Adds social value to your web site

They may ever engage on your page or take part in discussions and other activities
A higher number would prompt more real fans to like the page You may get negative interaction on you wall between two ‘purchased fans’
They may not stay for ever

Also take a look at FB’s terms and conditions.

facebook fake profile

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Terms and conditions #4.2 says no individual is allowed to create more than 1 profile. Facebook’s page admin analytics shows the sources of the likes of each page which means they can easily track any suspicious fan growth. But why are they not acting?

  • Because they want to show a huge userbase?
  • Because they want business pages to spend more time and resources on facebook using their advertising platform.
  • The process of finding out and taking corrective actions are complex and expensive?

Whatever may be the reason, is it good in the long term for brands and for facebook itself? Is the cost of technology to maintain these fake profiles worth for Facebook?

What are your thoughts? Please share them below.

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