This isn’t specifically about music, but it’s very relevant for anyone running music marketing campaigns on Facebook. Science blogger Derek Muller has gone public with his concerns that even legitimate Facebook pages are attracting hordes of fake Likes from click farms in countries including Egypt, India and the Philippines. Muller analysed 80,000 Likes to see how engaged they were with his page’s posts last month, noting a 1% engagement rate, with the countries he believes are generating click-farm Likes all notably near the bottom of the scale. His theory: the click-farmers are Liking all manner of pages beyond the ones they’ve been paid to support, to make their fake profiles look more legitimate. “I never bought fake Likes, but the results are as if I had paid for fake Likes from a click farm,” he claims. For its part, Facebook tells the Washington Post that it continues to battle this trend. “For the last two years, we have focused on proving that our ads drive business results and we have even updated our ads to focus more on driving business objectives,” says a spokesperson. “Those kinds of real-world results would not be possible with fake likes.”

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