How to Beat Some Facebook Scammers

You’ve probably seen those wildly popular Facebook postings that entice you to share something â€" like a photo of a bear sneaking up on a man â€" with the instructions, “Press Like and type the number 1 and see what happens.” These posts often list hundreds of thousands of responses.

If you’ve tried it, here’s what you saw happen: nothing. Behind the scenes something is happening, though. With each click, a scammer gets a little closer to cashing in.

The most thorough explanation I’ve seen of how this deception works comes from Daylan Pearce, whose job title is Search Lead at Next Digital, described as Australia’s largest independent digital agency, in Melbourne.

Somewhat simplified, here’s how it works. There is a thriving business in selling Facebook pages. The idea is that a page builds an audience, then essentially sells that audience to someone else. It’s a practice Facebook opposes, but has limited control over.

If a company can buy that audience, its “ede rank” will increase. Edge rank â€" a term people like Mr. Pearce use, but which Facebook doesn’t officially acknowledge â€" measures how often someone’s posts show up in other people’s news feeds. “So,” Mr. Pearce said, “a page that has 50,000 likes will have greater exposure on people’s news feeds than a page with only 10,000.”

Edge rank is based on several factors, chief among them affinity, weight and decay, Mr. Pearce said. Affinity is largely based on the number of likes. Weight is based on what accompanies those likes. “A ‘like’ isn’t worth as much as a comment and a comment isn’t worth as much as a ‘share,’” he said.

Decay relates to the age of the post. More views, likes and shares over more time increases edge rank.

Facebook did not quarrel with the basics of Mr. Pearce’s explanation, but said it’s more complicated.

These scam posts are designed to do three things. Get you to like, comment and share the post. It’s a recipe to ! make it go viral, which takes care of decay.

To hook you, the posts make an intriguing promise, or ask you to support a worthy cause - “like this and share it if you know of someone who has suffered from cancer.”

While you can’t stop people from such postings, you can keep them off your page and reduce the potential profit. You lower their edge rank when you report or at least hide the post.

To do that, hold your cursor over the post and an arrow should appear in the upper right corner. Click it and a drop-down menu offers you the option of hiding or reporting the post.

The more often you report or hide these kinds of posts, the less often they will show up in your news feed.