Facebook cracks down on Engagement Bait


djbaxter

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Fighting Engagement Bait on Facebook
By Henry Silverman, Facebook Operations Integrity Specialist, and Lin Huang, Engineer
December 18, 2017

People have told us that they dislike spammy posts on Facebook that goad them into interacting with likes, shares, comments, and other actions. For example, “LIKE this if you’re an Aries!” This tactic, known as “engagement bait,” seeks to take advantage of our News Feed algorithm by boosting engagement in order to get greater reach. So, starting this week, we will begin demoting individual posts from people and Pages that use engagement bait.


To help us foster more authentic engagement, teams at Facebook have reviewed and categorized hundreds of thousands of posts to inform a machine learning model that can detect different types of engagement bait. Posts that use this tactic will be shown less in News Feed.

Additionally, over the coming weeks, we will begin implementing stricter demotions for Pages that systematically and repeatedly use engagement bait to artificially gain reach in News Feed. We will roll out this Page-level demotion over the course of several weeks to give publishers time to adapt and avoid inadvertently using engagement bait in their posts. Moving forward, we will continue to find ways to improve and scale our efforts to reduce engagement bait.
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mborgelt

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Hooray. With all the effort FB goes through to keep the friends vs. page experience separate (good or bad) I feel like this should have been enforced a while ago but I won't complain :).
 

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