These 20 Brands Lost The Most Facebook Likes The Day Of The Fake Fan Purge

via Business Insider: 

 

On September 27, Facebook began to purge fake accounts and “Likes” from the social media site.Execs speaking at Business Insider’s Social Media ROI conference began murmuring in the halls, asking one another if they’d noticed a dip in their fan pages.

(A source at Facebook told us that engineers actually quietly began the purge earlier in the year).

But who were the biggest losers?

Likester, a Seattle-based startup that essentially measures how popular things are on Facebook, calculated which brands lost the most “Likes” the day of the fake fan exodus with its advertising research and management platform.

And the fake fans were a real problem. It wasn’t just unknown brand pages that had fraudulent likes — heavy-hitters like McDonald’s and Coca-Cola lost tens of thousands of fans the day of the purge. The more fans a brand had, the more fake fans it garnered. Knowingly or unknowingly.

“We’ve tracked 40 million pages and almost 1 billion likes from over 10 million people,” Kevin McCarthy, Likester’s founder, told BI.

The percentage of fans lost seems pretty small, but for brands with millions of fans, that could result in tens to hundreds of thousands of losses.

Although McCarthy said that brands shouldn’t sweat it.

“They’re really focused in understanding their fan base and driving sales and interactions with their brands,” he said. “If they’re fake accounts, they won’t be interacting with you any less.”

20. Monopoly lost 15,855 likes in one day

Average daily likes: LOSES 186

Percent lost: 0.16%

Total likes: 10,030,740

29. Playstation lost 16,328 likes in one day

Average daily likes: 5,593

Percent lost: 0.07%

Total likes: 24,451,025

18. ZARA lost 17,902 likes in one day

Average daily likes: 9,640

Percent lost: 0.12%

Total likes: 14,730,361

17. McDonald’s lost 22,446 likes in one day

Average daily likes: 35,472

Percent lost: 0.10%

Total likes: 23,025,772

16. MTV lost 23,335 likes in one day

16. MTV lost 23,335 likes in one day

Average daily likes: 17,659

Percent change: 0.06%

Total likes: 37,199,659

15. Disney lost 24,664 likes in one day

15. Disney lost 24,664 likes in one day

screenshot / SNL

Average daily likes: 8,115

Percent lost: 0.35%

Total likes: 38,368,581

14. Sony Mobile lost 24,768 likes in one day

14. Sony Mobile lost 24,768 likes in one day

Average daily likes: 11,978

Percent lost: 0.35%

Total likes: 7.075,131

13. Kohl’s lost 28,149 likes in one day

13. Kohl's lost 28,149 likes in one day

Getty Images/Jason Merritt

Average daily likes: 20,074

Percent lost: 0.31%

Total likes: 9,211,629

12. Starbucks lost 31,930 likes in one day

Average daily likes: 15,627

Percent lost: 0.10%

Total likes: 32,047,778

11. YouTube lost 38,956

11. YouTube lost 38,956

Matt Rosoff Business Insider

Average daily likes: 25,286

Percent lost: 0.06%

Total likes: 63,077,343

10. Twitter lost 51,123 likes in one day

10. Twitter lost 51,123 likes in one day

Average daily likes: 27,033

Percent lost: 0.56%

Total likes: 9,116,111

9. Samsung Mobile lost 52,717 likes in one day

Average daily likes: 55,733

Percent lost: 0.39&

Total likes: 13,688,568

8. CityVille lost 58,214 in one day

8. CityVille lost 58,214 in one day

Average daily likes: minus 7,206 (this means that it lost far more than average)

Percent lost: 0/23%

Total likes: 25,066,977

7. Farmville lost 61,225 likes in one day

Average daily likes: minus 12,961

Percent lost:0.16%

Total likes: 37,907,809

6. Coca-Cola lost 96,445 likes in one day

6. Coca-Cola lost 96,445 likes in one day

AP

Average daily likes: 62,934

Percent lost: 0.19%

Total likes: 51,929,227

5. Dell lost 107,889 likes in one day

5. Dell lost 107,889 likes in one day

AP

Average daily likes: 62,934

Percent lost: 2.87%

Total likes: 3,765,522

4. MLB lost 116,119 likes in one day

4. MLB lost 116,119 likes in one day

Rich Pilling/Getty Images

Average daily likes: 58,495

Percent lost: 2.89%

Total likes: 4,012,273

3. Red Bull lost 117,780 in one day.

Average daily likes: Percent lost: 0.17 %

Percent lost: 0.37%

Total likes: 31,955,074

2. Facebook — that’s right, Facebook — lost 124,919 likes in one day

Average daily likes: 97,577

Percent lost: 0.17%

Total likes: 74,532,162

1. Kit Kat lost 3,012,539 in one day

Average daily likes: 281,880

Percent lost: 6.21%

Total likes: 8,930,216

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