Facebook gave a shock to marketers when they announced that nearly 8.7 percent (83 million out of 955 million) of its monthly active user are of no use for marketers as the accounts has been created by people to duplicate their identity or for some other purpose like spamming or are fake or miscategorized. Facebook gave this news during a filing with the Securities and Exchange Commission.

As per the quarterly report of Facebook, people in developed nations have created less duplicate or false accounts as compared to developing nations. So, it is less in United States and Australia but considerably more in Turkey & Indonesia.

Facebook says that they have estimated this number after taking internal review of a limited number of accounts taken as sample. The reviewer who find out fake accounts try to identify names that seems to be fake and other behavior of the account creator that seems to be inappropriate or inauthentic.

Facebook provided updated estimate and details about illegitimate accounts. The number could represent approximately 83 million accounts. Company also told that nearly half of the illegitimate accounts are created by people to duplicate their identity, that is, a person who creates one account for connecting to his family and another account for his acquaintance. Facebook provided these details to US Securities and Exchange Commission in its quarterly filing.

A miscategorised account created by a user for his pet, should be represented by a 'Page'

Have you created a user account for your pet or your company? Well, that comes in miscategorised accounts as per Facebook norms. Facebook estimated that out of total users of the social networking site, nearly 2.4 percent accounts are miscategorised, that is accounts created by people for their businesses, companies and pets. Facebook said that these accounts should not be created in user account but should be represented as pages.

Millions of users have created accounts for spamming purpose also. Facebook’s estimate for this is 1.5 percent of monthly active users. These accounts violate terms & conditions of the social networking site.

No doubt, people are using fake accounts for spamming purposes but the estimate number told by Facebook has given a tension to the marketers who use Facebook to communicate their message to target audience. A music startup company has also claimed that nearly 80 percent of clicks on its Facebook ad campaign came from bots. Facebook says they are looking into the matter and will give a solution for sure.

Whatever the solution may be, Facebook should keep a track of all the Sign Ups that they get, and if found something inappropriate, they should warn the user through their account, or else the number will keep on increasing and the trust of marketers on Facebook will decrease.

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