Matt Jones, site integrity engineer at Facebook, wrote in a blog post issued as a part of National Cyber Security Awareness Month that it is in the social media platform’s interests to “to make sure that interactions are authentic”.
“We have a strong incentive to aggressively get rid of fake likes because businesses and people who use our platform want real connections and results, not fakes.”
Facebook uses technical and legal measures to reduce fraudulent activity, such as offers to users and page administrators to “buy 10,000 likes!”.
“We write rules and use machine learning to catch suspicious behaviour that sticks out,” wrote Jones. “When we catch fraudulent activity, we work to counter and prevent it, including blocking accounts and removing fake likes all at once.”
“Beyond technical measures, we pursue other methods to make spamming less profitable,” he explained.
“We have obtained nearly $2 billion in legal judgements against spammers, and we utilise these channels when possible to remind would-be offenders that we will fight back to prevent abuse on our platform.”
“These measures often help slow down or deter the activity completely. Ultimately, it's a combination of approaches rather than a single technique that helps us stay ahead of the spammers."