Facebook is facing new questions about its Pages, after a BBC investigation suggested that there are still a lot of fake accounts on the social network clicking to Like brands.

“They’re making money every time a business’s advert leads to a phoney Facebook fan,” says security firm Sophos’ Graham Cluley, although Facebook says “We don’t see evidence of a ‘wave of likes’ coming from fake users or ‘obsessive clickers’”.

There’s another debate bubbling though, and this concerns the effect Facebook’s new Timelines are having on the tabs on brands’ (and bands’) Pages. Analytics firm PageLever claims that user engagement with tabs is down 53% since the new design launched.

“Without the option to set a custom tab as the default view, most users will never see a tab again. We’ve heard from several users they didn’t even realize tabs still existed with Timeline…”

PageLever focuses on the perceived billion-dollar industry being “killed” by the changes – based on valuations for three companies that work on Page tabs for brands and enterprises.

Music Ally’s focus, though, is on the impact for music-focused services like RootMusic, FanRX and Artist Page. All praised the new Timelines when they launched, but it’s already clear that this praise must have been through gritted teeth. And yet those services were all based on engagement with genuine fans – something that’s now been thrown aside in favour of more-easily-gamed Likes.

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Music Ally's Head of Insight

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