Facebook Recommendations and Reviews: Why They’re Critically Important to a Company’s Image
Four Reasons You Should Never Remove Facebook Reviews
Online reviews and recommendations have become the way consumers make daily decisions.
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Before they hire a plumber or a dog trainer, buyers are researching their choices in a variety of ways. Consumers are checking sites like Yelp and Google, they’re asking friends in person and on social media, and they’re savvy enough to investigate each company’s Facebook page – including the reviews and recommendations. In fact, they’re using Facebook in higher frequencies than Google and Yelp for their research. That’s big, folks. Here’s more proof:
The Significance of Online Reviews
(Compiled by Social Media Today)
- One out of every three customers posts online following inadequate customer service, sharing comments about your brand to their network and beyond. (New Voice Media)
- 88 percent of people read reviews to determine the quality of a local business. (Bright Local)
- 87 percent of people say that a business needs a rating of three to five stars before they will use them.
- 52 percent of customers expect to hear back from brands within seven days of giving an online review, particularly one that’s negative or critical. (Review Trackers)
- 72 percent of consumers say positive reviews make them trust a local business. (Bright Local)
- When a brand responds to a customer on social media, 65 percent are more brand loyal. Similarly, 25 percent of customers are less likely to go somewhere else or post negative things if responded to appropriately. (Sprout)
Google Knowledge Panel: It’s an Important Review Repository
The box on the right side of a Google search, called the knowledge panel, includes review scores from Facebook and other sites. This is yet another reason companies should collect them.
It bears repeating: Facebook recommendations are important to a company’s brand reputation. Not only should business try to earn plenty of reviews, but they should want them to be positive and truthful. Here’s how to manage existing reviews and how to collect more reviews.
Tips for Managing Reviews on Facebook
- Respond to every review.
- Read this blog for more tips on a Facebook response policy.
- Be sincere, helpful and human.
- Respond as quickly as possible.
- Ask for reviews
- About 50 percent of consumers will leave a review if asked.
- There are many ways to ask for a review:
- In person at the store
- At the bottom of a receipt
- By using a customer email list to target a Facebook post
- In marketing materials
- With an incentive program (a chance to win a prize)
- In a follow-up email
- Companies can’t remove individual Facebook reviews. The only recourse for bad reviews is to:
- Tactfully reach out to the customer, rectify the situation and respectfully ask them to modify their review. (There’s a decent chance they won’t, but it’s worth asking.)
- Bury the bad review with a bunch of positive reviews. Use the tips above to ask your happy customers for reviews. The new reviews will show up on top, pushing the bad review down and hopefully into obscurity. Additionally, you’ll improve your rating by changing your percentages.
- Report the review to Facebook if it’s spam/fake.
- Companies can remove the entire Facebook reviews functionality from their Facebook page, but we highly discourage it, because:
- It is perceived as a block in communication.
- It looks like the company is hiding from its problems.
- It’s a missed opportunity to collect positive reviews.
- This eliminates the check-in and map functionalities.
To recap, Facebook recommendations and other online reviews are critical components of consumer decision making and should be managed with care.
With the right response policy and proven tactics for combating negative reviews, a well-run company can maintain a positive online image and enjoy the benefits of new and repeat business.
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