Facebook estimated earlier this year that around 5-6 per cent of its users might be fake accounts. This means that almost 54 million Facebook profiles could be fake, majorly from countries such as Egypt and the Philippines. It was discovered in an investigation by the BBC when it set up a fake company called ‘Virtual Bagel Ltd.’

Facebook hopes that these newly improved automated efforts will remove Likes gained by malware, compromised accounts, deceived users, or purchased bulk Likes. And for that it is implementing improved systems which have been specifically configured to identify and take action against suspicious Likes.

It also recommends that Page owners should be careful of any business that offers marketing services particularly designed to build up a Facebook presence to ensure that legitimate practices that do not violate Facebook’s terms are being used.

Hopefully this change by Facebook will help brands that recognize that it is not all about hitting numbers, but having meaningful engagement with fans through its page.

On the other hand, brands that focused on numbers will be disappointed to see their scorecard figures switch from green to red.