You have probably seen in the news recentley about over 80 million of Facebook's users are 'fake'. By 'fake', Facebook also means duplicate users and it is estimated that 8.7% of these users fall into this category. This also includes people who make profiles for other things; an unborn baby or a pet for example (trust me, it happens!).
A lot of the news has focused on how this is bad news for marketers, but is this the case? On the one hand, it could have serious consequences. Facebook Adverts allow you to target whoever you want, from anywhere in the world and from whatever demographic. Of course, if you use a one-size-fits-all approach then it is inevitable that you will catch some 'fake' users for the fee that you pay. As you pay per click or impression, some of this money will be wasted.
However, I am of the opinion that more is being made of the situation than needs to be. For me, Facebook is about conversation and interaction. The amount of Facebook likes at the top of the page does mean a little something, but it is what it leads to that is important. The real way to utilise Social Media is to measure ROC (return on conversation), which isn't easy, but it is important. Facebook allows you to raise brand awareness and build some sort of relationship with a consumer. If you manage to do this with a fake user, well done! However, this news doesn't affect bottom line.
The real consequences are going to be bore by the marketing budget. For marketers who do operate a blanket marketing strategy, it may be difficult to avoid these fake accounts. However, with a rethink of tactics and a realisation that what really matters is the true interaction with the real users, this news shouldn't scare too many people.
Facebook may have more fake users than Instagram has real users, but it also has 875 million real users. I wouldn't pull out of Facebook just yet...
@paulcoffee
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