Battered on the stock exchange since its introduction on Wall Street two months ago, Facebook sent Tuesday its first financial report to the U.S. Agency of regulation and control of financial markets (SEC). 955 Million users of the social network, 83 million (8.7% of profiles) are fake.
Facebook has divided the fake accounts in three categories: 4.8% are of the “duplicate accounts“, i.e. not assigned, open by people already registered, “that goes against our terms and conditions of use, and we try to limit,” says Facebook; 2.4% are “accounts incorrectly classified“, created for a company, an association or a pet, “which should be saved as a page and not as a profile“; Finally is 1.5% of “unwanted accounts“, or “spammers“, “Do not respect our rules and claim“.
Problem for targeted advertising
For Facebook, which derives most of its revenues from advertising, this large proportion of false accounts is a problem. “The loss of advertisers, or reduction of their presence on Facebook could seriously affect our business“, says Facebook spokesman in the report transmitted to the SEC.
Since its stock exchange, social network sentences to reassure its investors as to the profitability of its economic model. To achieve this, Facebook must increase its monetization, drawing more revenue accounts of its users. Where the need to develop targeted advertising, gage effectiveness for advertisers, the site but on his smartphone application, 543 million users only using Facebook on their mobile phone.
The existence of false accounts constitutes an obstacle to the strategy of Mark Zuckerberg, the founder of Facebook. Monday, before the giving of the financial report of the company, a small announcer has called into question the effectiveness of the system of social network advertising. According to the Internet start-up, called Limited Run, impossible to trace more than 20% of the clicks on its ads.
According to David Ebersman, CFO of Facebook, the firm “Board on a way to identify fake accounts.” The authenticity of the accounts is important to us, and we will continue to do everything possible to prevent this kind of comportment. The purpose of Facebook is to have term “only individual and authentic accounts.” Hence its position on the pseudonyms.
To avoid the “spammers accounts“, the social network is formally opposed to the use of pseudonyms and encourages users to denounce those who argue not to face. If Facebook finds a “non-genuine” profile, the latter is likely to be removed.