Living a public work life on social media can be tiresome under many conditions, but my occupational outpost on Facebook–facebook.com/robpegoraro–has been feeling especially tedious lately.
And I can’t even blame random Facebook commenters for that! Instead, it’s the random Facebook scammers that have been nibbling away at my social-media attention span by staking out fake Facebook pages that impersonate Facebook itself, and which then tag my page with grammatically-iffy posts threatening to have my page suspended (for example, “someone has reported you with non-compliance with the terms of service”) if I don’t click/tap to verify my page ownership at a site that is obviously not at Facebook.
(Pro tip: Facebook is an American company and, AFAIK, does not have any substantial presence in Vanuatu that would require it to point users to a .vu domain name for terms-of-service compliance.)
I resent being treated like an idiot and I resent having my time wasted, but I also resent seeing a gigantic social network with country-sized resources fail so badly at stopping its own tenants from impersonating it. Every single time, the scam page has a big blue “f” icon matching Facebook’s and calls itself something like “Pages Identity Policy Issue,” which combined should seem like easy bait for a company with Facebook’s machine-learning capacity to quash or at least quarantine.
Instead, I get to play Whac-a-Mole with these idiotic impostors, and Facebook doesn’t even make that efficient.
Here’s the workflow on my iPad if I want to report the tagging post itself: Tap the ellipsis menu at the top right, select “Find support or report post,” select “False information” from the menu (“impersonation” isn’t an option), select “Social Issue,” (other choices being “Health,” “Politics,” “Something Else”), confirm that the post goes against community standards, then tap “Submit.” That last step doesn’t remove the tag, which takes another tap or two to zap.
If, however, I tap the fake page itself (which, in the most recent incident, had been set up for a construction firm in 2013 and then renamed this week, presumably after a hack), I tap the ellipsis menu at the top right, select “Find Support or Report Page,” select “Scams and Fake Pages,” then choose “Misleading Page Name Change” (had I not seen that switcheroo, I would have picked “Pretending to be Another Business” or “Fake Page”). Then it took another tap to block the page’s tag from my own page.
My gripe here isn’t so much with the number of clicks Facebook required but with the gap between its apathetic enforcement against con artists ripping off its own identity and its aggressive and punitive reaction against the New York University researchers who invited readers to install a browser extension that would track which ads Facebook served them, so that we might learn a little more about how that advertising gets targeted. What’s the priority at Facebook?
It’s yet another reason–on top of of the recurring nags to spend money on Facebook ads–to make me wonder why I keep up that Facebook marketing output when it’s so much more work than my other social-media presences. And yet if I want to see how the advertising machinery works, I feel like I have to stick around, scammers and all.