In response to stories like this and its own estimates about duplicate or bogus user accounts, Facebook is working on ensuring the “integrity” of its user identities and actions. Of course, its ad revenues and relationships with brands trying to figure out how to make effective marketing use of social media depend on that. Marketers are nervous whenever Facebook changes anything, but I expect they do really want to see the truth. Then they can get around to measuring actually useful metrics, instead of collecting counts of Likes. The social media web problem with fakes seems relatively painless compared with accidental clicks on mobile phones.