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Corporations with professional teams managing their Facebook pages and large advertising budgets seem to treat this kind of artificial appreciation as the price of doing business. But the side effects of click farms are a real threat to small businesses with slimmer margins for error and without the know-how to effectively target their ads.
(It's worth noting that small businesses are the focus of a Facebook marketing push that has involved nationwide outreach and efforts to streamline the company's advertising platform.
Since Second Floor Music's first campaign, Facebook has made more tools available for advertisers to direct and monitor their ads. A year later, Bronstein ran another campaign that worked much better than the first.