Meta-owned social network Facebook said it had torn down “tens of thousands” of profiles, pages and groups to rid the platform of “inauthentic behaviour”.
In the first quarterly report by the social platform for 2022, Facebook said it took down scores of profiles that engaged in content distribution for inflated engagement, referred to as inauthentic behaviour.“Inauthentic behaviour is typically designed to mislead people about who is behind an operation to manipulate public debate for a strategic goal and is primarily centred around amplifying and increasing content distribution,” Facebook said in its report.
The platform added that inauthentic behaviour is not always but can be financially motivated, sharing many of its characteristics and tactics with spam and scam activity. Of course, the agenda behind inauthentic behaviour then lends itself to fake news, which shares the same characteristics.“We rely on a range of enforcement levers against inauthentic behaviour from warnings, to reducing the distribution of content, to removing actors and clusters of activity from our platform,” the social network said.
In recent years, inauthentic behaviour has become rife across all popular social networks, and those behind it tend to focus on quantity rather than the quality of engagement.
Facebook also mentioned that the trend noted by culprits of the errand activity also shared trends noted on other platforms. Users recreate accounts once removed to repeat inauthentic behaviour.
“They may also try to monetise people’s attention by either driving them to off-platform websites filled with ads or selling t-shirts and other goods. In response to detection and removals, they typically try to reconstitute their activity aggressively,” the social network said.