The phrase refers to automated processes designed to generate artificial engagement on the Facebook platform. This typically involves the use of third-party software or services to automatically “like” posts and leave comments on content, often without genuine user interaction. For example, a user might employ a program that automatically likes and comments on any post from a specific group or page.
The practice has implications for the perceived popularity and reach of content. Historically, it has been employed to artificially inflate metrics, giving the illusion of greater influence or interest than actually exists. While seemingly beneficial to the user employing the automation, this approach can lead to a skewed understanding of audience engagement and potentially damage the credibility of the content creator or brand.