In the mobile services world of bulk advertising, SMSs were a mainstream vehicle for long, before the do-not-disturb registries and regulations heaped crackdowns on pesky advertisers. The mobile user has thereafter been relatively less disturbed if not completely free of unwanted SMSs.
Similar problems infest the Internet world. However, since the Internet world is also largely unregulated, or at best self-regulated and platform-regulated, there are not many penalty-linked mechanisms to deter pesky comments and posts.
At webmasters’ levels, however, if one doesn’t want comments to be posted on one’s blog or to filter out pesky comments before being published, the moderation feature may be employed.
On social networking sites too, individual users can use the “block” feature in certain situations. Further, on Facebook, for instance, a “Hide as Spam” feature is available to stop an unwanted comment to show up on a user’s update.
However, bulk “Likes” have been an unaddressed problem on Facebook for quite some time now. The “Likes” are often used to mislead users as well as stakeholders in thinking that a given product, person or company is highly reputed on the social media. This could influence their decision making, say, in going for a particular product over its competing products.
As is a well-known fact, the reputation of a company on Facebook is greatly determined by the number of “Likes” it receives. Increasingly often, companies resort to shortcuts like “buying” bulk likes from social media “brokers.”
This growing trend has put Facebook reputation at risk also among advertisers, who take spend decisions using the number of “likes” as a parameter. Naturally therefore, Facebook has decided to tackle the menace more seriously by putting in more dedicated protection mechanisms in place.
“A Like that doesn’t come from someone truly interested in connecting with a Page benefits no one. Real identity, for both users and brands on Facebook, is important to not only Facebook’s mission of helping the world share, but also the need for people and customers to authentically connect to the Pages they care about,” emphasized a Facebook note published on Friday, August 31.
It is as important for Facebook to ensure that the likes enacted on its pages are real as it is for Google to ensure that its search algorithms rank those pages higher that are genuinely deserving. 
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