David Fischer, Facebook's VP of Advertising and Global Operations was evasive about how the company is dealing with black hat social media marketing on the site - the setting up of fake profiles being used for fans, and "like farming", in comparison with Google, which has been trying to address black-hat Search Engine Optimisation, and also rolled out updates to its search algorithm to address content farms. In response to a question from MediaNama, after his talk at AdTech India, Fischer said that the the company has teams that actively seeks out such activity, suggested that there is little benefit in setting up fake profiles because one can set it up, but none of the users actual friends are going to respond to the friend requests. He added that it's a pretty high cost for someone, when they build a fake profile and all those likes, and then it gets removed. That doesn't address the issue that marketers are being sold "likes" and "fans", often fake, and there are instances where likes and fans are being bought and sold by social media marketing agencies. Whether there is any benefit in that or not, because the marketer doesn't get any return on that investment in fake fans, and this leads to a loss of faith in the medium. It's not beneficial for marketers, and not beneficial for Facebook, and the company should be concerned. Fischer did not talk about how Facebook deals with "like farming". Secondly, he forgets that he is…
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