"Eventually you reach a high performance level as each time you trace a word, the pattern will start to be remembered, " said Dr Zhai.

BBC: The software is based on pattern recognition

One can argue that multiple pages can weaken your position, but this is not how things work in Facebook: users jump from one page to another without any specific discovery pattern in mind (if you look for a scientific word to describe this behavior and impress your colleagues, try serendipity).

FORBES: Why a Facebook Page is not enough