Dive Brief: 

• Social analytics firm CrowdTangle has released the top 10 brands that suffered the most from Facebook's "like" purge last week, which was meant to remove inactive accounts from brand pages' follower count. 
• Indie e-commerce site Etsy was hit the hardest, losing 99.99% of its followers—dropping from 1.9 million followers on March 12 to just 290 followers on March 13.
• Other brands hit hardest include the U.K. version of ESPN, new age musician Enya, and Facebook's own Facebook for Every Phone. 

Dive Insight: 

At the time of publishing, the Etsy page was back up to over 1.9 million likes, which suggests the massive drop was a glitch on Facebook's part. The study goes to show that while brands depend on Facebook for marketing purposes, the power still remains in the social giant's hands. In other words, no likes are guaranteed.