We’ve recently come across some interesting publications regarding some heavy suspicions that Facebook likes obtained through Facebook ads may be actually fake likes. If this were true, it would be another bad story for Facebook so we do hope they take action in eradicating this practice.
The main concern after the recent flop of their stock market adventure is all about their capacity to monetize their traffic, converting visitors into advertisement buyers. If these rumours (or initial suspicions) become widespread, most people will rather use a cheap fiverr gig than a paid advertisement on Facebook to get fake fans for their pages.
One interesting post relating a journalists test is available at the BBC site: Facebook “likes” investigated.
A more detailed analysis and set of conclusions can be read at Search Engine Journal’s: Facebook Ads: What Are You Really Paying For?