Update: Etsy's Page appears to be back in order. As of the time of this writing, it has 1,919,663 likes.
Original article (03/13): Last week, Facebook announced that it would make some changes to the way Page likes are counted, removing memorialized and voluntarily deactivated accounts from Pages' like counts. This was a warning that Pages (some more than others) would soon see their like counts decrease.
According to the company, this will make audience data more meaningful for businesses, and ensure the data on Facebook is consistent and up-to-date.
It appears that something must have gone wrong somewhere.
DigiDay is sharing data from CrowdTange, which has been monitoring Facebook's biggest page losers. The biggest loser is Etsy by far, though this may just be a temporary setback. The report says:
Etsy, the platform for buying and selling homemade goods, lost nearly all of its Facebook likes overnight, according to social media analytics company CrowdTangle. The number of likes on Etsy’s page dropped 99.99 percent, per CrowdTangle, from more than 1.9 million yesterday to a dismal 290 as of earlier this afternoon.
As of the time of this writing, Etsy's page has over 277,000 likes. This is significantly more than 290, but obviously still pretty far off from the nearly 2 million it had before.
According to DigiDay, Etsy thinks the drop in likes is probably due to it "working with Facebook to provide 'localized experiences under one global brand umbrella,' and that 'correct fan count should be back in a few days.'"
Facebook doesn't appear to be commenting.
Everyone knows Etsy is extremely popular, so there's no way it only has 277,000 legitimate likes. It will, however, be interesting to see the final tally in light of Facebook's news. It also makes you wonder what kinds of errors other Page may have experienced.
Other "big losers" from Facebook's move - none of which experienced anything like Etsy's enormous drop-off - include: Shahid Khan Afridi Fans, ESPN UK, Cobra Starship, Testament, Avea, Newegg.com, M Pokora, Enya, and somewhat humorously, Facebook's own Facebook for Every Phone, which lost 113,087 based on the data provided.
The biggest grand losers, according to CrowdTangle, were: Etsy, Kenneth Cole, Nestle Pure Life US, BCBGMAXAZRIA, Chrysler, OPI, Herbal Essences, IHOP, Corona Extra USA, and Domino's Pizza.
The biggest publisher losers were: LiveScience, The New York Times, Harvard Business Review, AlterNet, Bleacher Report, Sports Illustrated, YouTube, Gawker, BBC Three, and The Denver Post.
While nobody lost counts in the millions like Etsy, which sounds like a glitch anyway, we are talking in the tens of thousands for many of these Pages. According to the data provided, Kenneth Cole lost over 26,000 likes. LiveScience lost over 16,000.
Has your Page taken a hit?