Facebook’s “LIKE” button is a pervasive feature of the Web, a way to gauge the popularity of a website or piece of content. However, researchers have found that it is easy to inflate the numbers, undermining its value as an accurate measure of popularity. The problem of bogus Likes has been around for some time, and Facebook has released updates to its software over the last couple of years to cut down on fraudulent ones generated by spammers. According to the researchers at the McGill University, Montreal, Facebook has not still fixed several major problems with the feature and they have released a research paper outlining the problems. As per the researchers, those “Like” numbers may be faked. There are easy ways to generate those fake “Likes”, and unfortunately on the Internet, a lot of companies and economic benefits are related to the number of “Likes”. This research is important because companies may be making marketing spend decisions based on “Likes”.
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