The new Facebook star ratings and fan reviews for company pages on the ever popular social media site are causing quite a stir for many businesses – especially as it is only in testing mode at this stage and is not being applied to ALL company pages on the network.
This new addition seems to have cropped up out of nowhere, with Facebook keeping relatively quiet about its launch or why it has chosen to do this. More importantly, Facebook now seems to be actively prompting users to rate a review company pages and brands that they have previously followed or interacted with in some way.
This prompting is not only happening when a user visits your company page, but it is also being heavily promoted whenever a user logs in on their mobile device – even if they have not visited or mentioned a particular company page recently.
These star ratings are then displayed below your logo on your company page and the reviews and star ratings are included in the right hand side of your updates on your company page.
Here’s an example of this star rating and review system on KFC’s company page, as our own IMA page is yet to receive the rating system:
With this star rating being in such a prominent place on your company page, what does this latest Facebook update mean for you?
In my opinion this update can be seen as both good and bad for company pages on Facebook. If you have a good star rating it can certainly help make your brand stronger on Facebook, but if you haven’t got a good rating and are getting negative reviews then this can certainly be damaging – most of all because these reviews, good or bad, can’t really be influenced or removed unless they class as abusive or as spam.
For me personally, I would see this as a great chance to improve upon your products/services and overall customer experience as a business. Many companies might have become complacent with the Facebook marketing strategy – simply pushing content out and not making a great deal of effort to connect with their followers on the site. Well, this Facebook star rating and review system will certainly change that.
If what you are providing as a business is good quality products and services, backed up by dedicated customer service then it is likely you will receive a good rating overall. If you find that you are getting a low star rating and negative reviews via Facebook then you need to start changing the way you do business in order to tackle this.
Whatever way you look at this new Facebook update, you need to be aware of what it will mean for your company page and your brand overall – so keep a close eye on its development over the next few months and make sure you are prepared to deal with both the good and bad reviews you could face.
Head of Marketing
The Internet Marketing Academy