a lot of people create alternate personas for varying reasons. There are a sizable cohort of people that like to create accounts for online fantasy. also, there are many game accounts (some that even produce money)
trying to police them off would be a mistake by facebook.
>a lot of people create alternate personas for varying reasons.
I'm sure they do, but I doubt 30% of them do. That's what you'd need to balloon from 30 million to 40 million. The 30% also assumes that EVERY 18-24 year old American has a Facebook account in the first place.
You'd be surprised. A lot of people are technically inept.
I've seen people create new accounts every time they lose their password. I also had a friend who'd create a new account every time she had a personality change of some sort (new hair? new profile!). Another friend owns a couple businesses and has accounts for each one (Pages are completely lost on him...). My aunt has entered her birthday incorrectly so she's supposedly 19 years old right now. A neighbor has a "family account", which is really just the wife posting pictures of kids.
Don't take "technically inept" to mean "my abilities, just a bit lesser". Take it to mean "no ability to reason about software applications whatsoever".
If they aren't logging into those accounts any more, then Facebook's advertising isn't "reaching" them. That explanation doesn't paint Facebook in a good light either, because presumably they are measuring how many impressions they serve and to who, right?
Start by assuming virtually every one below 21 that has an FB account has at least a couple of accounts - One with their public persona and one their parents won't be allowed to see. Add in accounts pet owners have for their pets etc. Then add in the bot farms. You'd get there pretty fast.
Another way to slice those data - 33% don't have accounts, 33% (9.9 million) have just one account, and 33% have the remaining 30.1 million accounts spread between them - on average, 3.04 accounts per person in that group, but one or two people/groups may have thousands of accounts.
If somebody has hundreds or thousands of accounts, it implies they are running bots ... which I guess brings the whole argument back to the point that active humans with multiple personas are not responsible for inflation of reach stats.
I'm implying that if you have hundreds of accounts, you must be using software to manage it and aren't actively engaged with all of them yourself. Therefore, they are no better than bot accounts.
Well, to correct it entirely, you should probably use thirds instead of 30%, since that was either an allowance for simplicity or an error originally. I believe the correct answer is just under 3 accounts per person in the group with multiple accounts.
trying to police them off would be a mistake by facebook.