Facebook has given developers 90 days to update their apps to fall in line with its new T&Cs relating to how users are incentivised to like pages. “You must not incentivize people to use social plugins or to like a Page,” it says. “This includes offering rewards, or gating apps or app content based on whether or not a person has liked a Page. It remains acceptable to incentivize people to login to your app, checkin at a place or enter a promotion on your app’s Page.” Facebook is pushing these changes as a benefit to its 1bn+ regular users as well as the advertisers hoping to target them. Ultimately it means Facebook is looking to nip in the bud how companies (and musicians, it must be said) have looked to game their social media stats in the past. Marketers have increasingly started to question the validity of social stats – saying there is a huge disparity between number of “users” and those users reacting in any meaningful way to messages and promotions. This move by Facebook won’t evaporate that cynicism overnight but it is a step towards it reasserting its validity and relevance.

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