You might have noticed that the review section on your Facebook business page has recently been replaced with recommendations. Unlike reviews, which allowed your customers to rate your business on a scale of 1 to 5, recommendations are binary and give your customers only two options – yes or no. Although this means that people with a neutral opinion about your business will be forced to take a side, those with more evident opinions will also get an option to make their recommendation more engaging by adding tags, text, and photos. Check out how how facebook recommendations could benefit your business.
Why did it happen?
If you’ve been maintaining a Facebook page for your business for long, you may have noticed that organic reach of your content has steadily declined. This has forced business owners to pay more to get their content to reach their audience. As 2 in 3 Facebook users visit a page of a local business at least once a week and 1 in 3 people use it to look for recommendations and reviews, business recommendations may allow local businesses to get more useful traffic and attract new customers, without spending a fortune.
How is Facebook Recommendation Score calculated?
With no more ratings to decide a score, Facebook now calculates a recommendation score based on your past reviews and ratings and the number of customers who now recommend or don’t recommend your business. This doesn’t mean that all the good work you did previously has suddenly vanished. Your old reviews and ratings will still be available and accounted for. However, your visitors will not be able to read every review you’ve received. Which isn’t that important as 73% of people make an opinion about your business by reading just six reviews and 85% of people think that reviews older than three months are not relevant.
How will Facebook recommendations benefit your business?
Facebook Recommendations seem immensely beneficial for local businesses. Here’s why:
1) Recommendations are more interactive:
Unlike reviews, where your Facebook followers could only rate your business on a scale of 1 to 5 and write a review, recommendations are more interactive. With recommendations, your customers will have an option to add photos along with the text. Although adding pictures is currently exclusive to restaurants and coffee shops, it is expected to roll out to other industries soon enough.
2) Recommendations are more informative:
Along with the ability to add photos to their recommendation, customers will also have an option to add tags which best describe your business. This will allow customers to add tags like “excellent service”, “superb products”, “good food”, “great experience”, “free Wi-Fi”, etc. These tags will make it easier for your audience and prospective customers to know the good things about your business.
3) Recommendations improve organic reach:
If you have been facing hard times with dwindling organic reach of your Facebook page and posts, recommendations are a godsend. Unlike other forms of content, your recommendations are discoverable across Facebook when people search for your business. If somebody has asked for business recommendations and their friends have recommended your business, your recommendation score will be visible in their posts. This will help prospective customers make quick and informed decisions, which may boost your revenue.
If you’ve been focusing on Facebook reviews until now, it’s time to change your game plan. With recommendations replacing reviews, the better your recommendation score, the higher will be your chances of getting new customers. Engage with your customers after serving their needs and make sure they are recommending your business on Facebook.