Facebook is making some changes that could affect your social media analytics. The company is aware that the number of likes is an important metric for many companies, and that audience data provides valuable insight that can help businesses reach their customers more effectively. That's why Facebook announced it would change the way page likes are counted (1). The platform will start removing memorialized and voluntarily deactivated accounts.
For many pages, the overall number of likes could fall as a result (2). However, removing memorialized and inactive accounts will give businesses cleaner data and a more up-to-date picture of their audience. While the change will affect the appearance of data, it would more accurately reflect the actual audience, which is a good thing.
Overall, the change is a positive development for businesses. Facebook's move also serves as a lesson for marketers. Clean data is imperative for the effectiveness of marketing campaigns, no matter what platform they happen to be on. Without accurate data, you're operating in the dark. It's important to go through your database and clean it up as often as possible to make sure this isn't happening.