You may have noticed some of your Facebook followers have “unliked” your business page. Don’t take it personally.
A recent change in Facebook’s Terms of Service (TOS) is causing likes from inactive and memorialized accounts to disappear.
On March 5, Facebook announced that business page likes would be deleted if they originate from members who have died, but remain in digital memory through a memorialized page. Memorialized pages are pages of members who have died. Those pages cannot be edited or added-to. Facebook’s reasoning is good. If a member is dead, his/her “like” is no longer valid because that member no longer has the ability to “unlike” the page.
Inactive account “likes” represent the same sort of issue. Facebook doesn’t want to misrepresent the size of a page’s support community by displaying likes from inactive users. Inactive accounts are accounts that have been deleted (canceled user accounts) or deactivated (temporarily frozen accounts).
According to a March 5, 2015 statement from Facebook:
Over the coming weeks, Page admins should expect to see a small dip in their number of Page likes as a result of this update. It’s important to remember, though, that these removed likes represent people who were already inactive on Facebook.