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Fewer likes on your Facebook page? Here’s why that’s happening

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Facebook last week started rolling out changes which could affect businesses which measure their success by the number of likes that they have. Facebook will now be removing memorialized and voluntarily deactivated accounts from pages’ like counts to give more up-to-date and consistent information.

“Over the coming weeks, Page admins should expect to see a small dip in their number of Page likes as a result of this update. It’s important to remember, though, that these removed likes represent people who were already inactive on Facebook. Going forward, any accounts that are voluntarily deactivated or memorialized will be removed from a Page’s like count. If a deactivated account is reactivated, the account will be re-added to a Page’s like count,” Facebook said in a post.

To recap, memorialized accounts are those which belong to deceased users and can be maintained by friends and family after a user’s death.

The social networking giant also added that businesses soon will get access to the Custom Audiences tool, which is something companies can use to create an audience similar to their page followers. According to Facebook’s Help Center page, “lookalike audiences” pinpoint potential followers.

Last December, Facebook’s user base in India increased to 112 million monthly active users (MAUs) across desktops & mobile devices from 100 million MAUs in April 2014. Of this, about 90% of the users or about 99 million use mobile devices to access the social networking site. Overall Facebook saw 52 million users from the country access it on a daily basis, with about 45 million of them doing so, through their mobile phones.

Facebook in September 2014 also introduced a new ad unit called bandwidth targeting that lets advertisers use the Ad Create tool, Power Editor and the API to develop and target ads based on the quality of the Facebook user’s network connection.

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