Facebook announced yesterday that they are changing how they count likes on business and celebrity pages. Facebook will no longer factor in Likes from users who have voluntarily deactivated their accounts or users who have passed away. This is so that businesses get a clearer, more accurate idea of their Facebook audience, since neither of those groups are Facebook users.
Facebook has stated, “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.”
Facebook also notes that if a user reactivates an account and liked a particular page in the past, that action will be tallied back into the total like count. One thing that is important to note: it seems that this only accounts for profiles that have been manually deactivated. Likes from profiles that could be considered “inactive” because the user just hasn’t logged in for a while, will still count.
The changes should prove beneficial for businesses with Facebook pages. Most people already pay attention to how many likes they get as an indicator of popularity with users and as a glimpse into the type of Facebook audience they have.
“Everyone benefits from meaningful information on Facebook. It’s our hope that this update makes Pages even more valuable for businesses.” (Facebook)