- A Facebook blog post explained why brand pages may soon see the number of "likes" fall—and its not the brand's fault.
- The social network is clearing up likes coming from accounts that have been manually deactivated or "memorialized" after a person's death.
- The clean-up is meant to benefit brand pages by helping them have a more accurate understanding of their followers.
Mostly, this is a heads-up for all marketers whose performance evaluation depends on Facebook like numbers. Social marketers need to be able to explain why they might lose a certain percentage of followers after the cleanse.