Facebook has warned page admins to expect a “small dip” in their number of Likes over the coming weeks as it cleans up its data. “We’re updating the way Page likes are counted by removing memorialised and voluntarily deactivated accounts from Pages’ like counts,” explained the social network in a blog post. 

So, dead people and people who’ve left Facebook. “It’s important to remember, though, that these removed likes represent people who were already inactive on Facebook.” What this isn’t – at least, not for now – is a crackdown on Like inflation through accounts created specifically to bump up the Like count on pages. It’s unsurprising that Facebook is cleaning house on this front, but in truth, pure Like totals aren’t that important a metric any more, at least not compared to the actual engagement a page can get through organic and/or paid tactics.

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