Facebook has emerged as one of the biggest marketing and promotional channels for small business. It’s also an emerging local business discovery engine, providing pages to businesses to interact, connect and share news with their customers or followers. Businesses are in a rush to get Facebook reviews that help build a credible and authentic online image.
So, what makes it possible for businesses to gather more reviews on Facebook? There is a lot of thought and strategy that goes into handling a Facebook business page and driving the maximum results from it.
Why reviews matter
Businesses have relied on the word-of-mouth strategy for ages and they continue to do so. In this digital age, word-of-mouth has been taken over by online reviews. While your marketing efforts can inform customers about a new product or service, customer purchase typically follows their reading reviews written by existing customers. In a way, customer reviews are a vital point in the “purchase cycle” when it comes to converting prospective leads into new customers. Consumers are relying more on online reviews when buying products and services. And since so many people are reading online reviews before selecting a business, product, or service, it comes as no surprise that successful companies are paying much more attention to the subject. What your customers write about you impacts new leads, so encourage reviews for your business. The three major advantages of reviews are:
Resemble personal recommendations: According to Forbes, 88% of consumers consider online reviews to be trustworthy. These reviews give a personal recommendation (just as a friend or family member might provide) to the user, helping them on their journey to arrive at a decision. The chances of a potential customer buying from you are higher if your online reviews are favorable.
A major feedback channel for your business: Through reviews, your customers speak their mind. Be it opinions, grievances, or appreciations, when you get Facebook reviews or Twitter mentions, everything is out in the open for your business to assess. When you read negative reviews, you are given a clear picture of the areas that you need to improve. With positive reviews, you know that you are on the correct path.
Improve website traffic: When consumers read positive feedback about your business, they are more likely to visit your website. This may encourage unpaid or organic traffic to your website, leading customers to your products or services.
Channels for reviews
Online customer reviews serve to highlight—positively or negatively—various aspects of your business, including products, services, purchase interactions or customer support engagements.
Online customer reviews are found in different places on the Internet, including:
- Search Engines such as Yahoo, Google, Bing etc.
- Directory sites
- Niche sites for specific industries, for example for lawyers’ sites such as Avvo, Lawyers.com, and Superlawyers.com
- Paid review sites such as Angie’s List
- Social media sites such as Facebook, Twitter, Google My Business page, etc.
While these sites contain direct reviews and rating, reviews can reach through channels such as:
- Third Party blog posts and articles
- Comments on your business blog
- Social media posts on Facebook, Twitter or Instagram
- Comments on social media posts
What makes Facebook the game changer in review generation?
With 1.28 billion daily active users on average and 1.94 billion monthly active users, if you’re not marketing on Facebook you are missing out on access to the world’s largest audience. The bigger the audience, the more the opinions and conversations matter. If you run your business wisely, you can effectively manage your reviews and leverage them to increase business revenues. Remember, more reviews and higher star ratings equals more viewers.
How to get more reviews on Facebook?
According to the 2015 Social Recommendations Index, about 71% of Facebook users trust the content that they see on this social media platform. Also, about 66% of users will share their thoughts, experiences, and opinions on a company or a recent purchase. Facebook reviews are critical when it comes to being successful online.
Here is how you can get Facebook reviews:
Ask or request
If you don’t ask you don’t get. Publish a post, asking people to spare a minute or two in reviewing you. Also, it’s best to ask right after their visit since their experience will be fresh in their mind. Send them an offer, newsletter, post-purchase email, post-visit email, or confirmation. Make sure to provide a direct link to your Facebook page in the email to make it easier for consumers to leave their review. Let your clients know that you are trying to get Facebook reviews and that you would appreciative it if they would write one.
By responding to the comments, whether positive or negative, you will develop an image of being easily accessible. This will encourage customers to reach out to you through Facebook pages. They will continue writing reviews in order to seek a response. This is a fairly straightforward way to get Facebook reviews and your review count will keep increasing.
Promote across platforms
People who use Twitter or Instagram often also use Facebook. This is why you should use multiple platforms to let users know that they can review you and make the most of audiences on different social networks. Also, you can promote positive reviews on the other channels and eventually increase your customer base. But be sure not to copy and paste the reviews from one platform to the next. Instead, link to the original post. That way you will conform to best practices to promote online reviews and avoid having a site admin remove Facebook reviews.[ https://birdeye.com/blog/review-marketing-wrong-hurt-business/]
How to monitor Facebook reviews?
Facebook has become a necessity for businesses. Using it to showcase your social proof allows you to build your brand and increase your leads and customers. Showcasing testimonials and reviews on Facebook allows you to have a diverse feed of content with the common goal of building credibility.
Once you get Facebook reviews, what’s next? You should be up-to-date with the type of content that is being posted for your business. Whether it’s positive or negative, you should plan how to treat all types of reviews. This will help build your reputation as a dependable business owner who cares about customers. When responding to reviews, stay professional and courteous, even if the customer was impolite.
Ideally you’ll use an automated program that updates you with a compiled list of reviews on a weekly or a daily basis. If you intend to immediately respond to customer reviews,, you can choose an “as it happens” option to remain updated at all times.
Respond to Facebook reviews
As the owner or admin of a Facebook page, you can show customers that you value their customer feedback by responding to their reviews. While you influence your company’s branding through the content you post on your page, 88% of people say that they trust online reviews just as much as a personal recommendations. Here are certain facts you must keep in mind:
- 51.7% of customers who post online reviews or feedback expect a response in 7 days or less.
- Third-party research has shown that responding to more than half of your reviews can increase your Net Promoter Score (NPS) by an average of 1.4 points.
With BirdEye’s social media integration, you will have the ability to get Facebook reviews, then monitor and respond to them from within your dashboard. There are a number of ways to respond to both positive and negative reviews. But the most important thing is to respond to every review left on your page, even if you disagree with the expressed sentiment.
Responding to positive reviews
When somebody leaves a positive review for your business, you know that your product or service has performed exceptionally well. You need to capitalize on this positive experience by showing gratitude towards the customer. Responding to a positive review is a fantastic way to engage a customer further and build brand loyalty. In your response you can:
- Thank the customers for all the good things they said. Be humble and courteous.
- Introduce them to a survey that you plan to send out. Happy customers are more likely to take your survey than the neutral or unhappy ones.
- Include a compelling offer. This can include free trial to a new service, a gift coupon and so on.
- Inform them about upcoming sales, promotions, or events that they (and others who read the post) can benefit from.
Responding to neutral Reviews
These reviews make the bulk of the all the reviews received by your business. Analyzing them can be tricky as the page owners need to understand the sentiment depicted by neutral responses. Neutral reviews give your brand the chance to nurture a partly satisfied customer into feeling more positive about your brand and more likely to visit you in the future. Take some time to assess any expressed areas of concern and then respond. Doing so shows that you genuinely appreciate customer feedback and are eager to seek their full approval in the future.
- If a problem has been highlighted by the end user, make sure you thank the customer for pointing out the problem. Explain how you aim to improve the service in future.
- If you detect the tone of the review as negative, don’t be afraid to own up the problem. Provide a time and date by which you plan to resolve the problem. Be apologetic in your approach. Don’t be afraid to offer a coupon or discount to entice them back and show that you care.
How to handle negative reviews?
These reviews are always the toughest to respond to because no business consciously works to antagonize their customers. Plus, you can’t just delete Facebook reviews. That said, if the customer provides significant details about their poor experience then you need to investigate and corroborate before you respond.
If you run a business, you are going to get unhappy customers. But fortunately, how you handle these negative reviews can go a long way in determining online presence. Remember these reviews come from those disgruntled customers who chose you over competitors and feel let down by your product or service. You don’t want to make things worse with a response than encourages them to shift to your competitors.
Businesses sometimes try to remove negative reviews in order to promote a positive image. However, the trick to improve your online credibility is by turning around the situations. Here are some DOs and DON’Ts.
DON’T Panic: Breathe! There is absolutely no need to get worked up. Criticism is a part and parcel of life, let alone a small business. Even if a review is negative, it’s impact can be reduced and the complaint can be addressed.
DO Apologize: Sincerely apologize for any inconvenience or unmet expectations. And offer to make things right.
DO Engage: Running away from negative criticism is a step towards giving up on being a market leader. If you want to be the best, you have to engage negative reviews. Understand the problems your customers face and then turn it around for them. This will prove you are working in their interest and they might become brand loyalists.
DON’T Use Harsh Language: Reviews give freedom to customers to voice their opinions. Those can range from words of appreciation to harsh language. Learn how to tackle the negative without responding in an unprofessional manner.. If you use the same language as complaining customer’s, the problem will never be solved.
Also read why you should Turn negative reviews into business opportunities
Why it’s a bad idea to remove negative reviews
You have built a wonderful business, have established a strong online social presence on Facebook and other channels. You probably also provide exceptional service to customers.Then you meet an angry customer who seems to be on mission to tell the world about a horrible experience. So what do you do and can you delete Facebook reviews that seem unfair?
While it may seem counter-intuitive, there are quite a few reasons why business owners should resist the urge to remove Facebook reviews or delete comments that are critical of them. Sometimes, negative reviews can actually help, not harm, your business. It’s usually prudent to let negative reviews remain on your page.
Missing out on opportunity
Every failure is an opportunity to grow better and addressing negative reviews is no different. If someone has written a negative comment or review about your company, they’re giving you a chance to change the conversation and make it better. They could have silently left your business, never to return. Instead, they’ve told you what happened, why they’re upset, and now they’re looking to you to make it better. Instead of just deleting the comment, listen to what they’re telling you. Understand what their problem is and analyze how to make improvement.
Time to put your best foot forward
If you have missed “showing off” your great customer service, now is the time. Do what you can to pull out all the stops and address the customer’s concern. This can help win back trust. It also shows prospective customers who read the review that you are willing to work to resolve problems.
You stand out as authentic
Businesses that have only positive reviews are often looked upon with a bit of suspicion. Even businesses with outstanding customer service are going to get negative reviews. Negative reviews for your business provide balance and credibility. And they make prospective customers more comfortable purchasing from you.
Big businesses pay lots of money to consultants to try, test and comment on their products and services. Your customers are doing the same for you, albeit without charging you. Through negative reviews, you are getting a reality check of how your service is performing in the market. A thoughtful analysis of negative reviews provides you invaluable insights that can be leveraged to your advantage and help you establish a stronger foothold in the market.
How to differentiate a fake review from an authentic one
There’s no guarantee that a glowing review is the real deal. Many sites have algorithms to screen for false reviews. But many fake reviews still exist on Facebook.
If you feel that a negative review is a fake and raises issues that aren’t genuine, you can’t try re;porting the review to Facebook or to the whatever platform hosts the review.
Here are a few traits that often accompany a fake review:
- No information about the customer,
- The reviewer hasn’t reviewed anything else,
- If the do have other reviews, they all have the same tone,
- The review lacks details and seems vague.
How can BirdEye help?
BirdEye is a powerful solution that helps you to get Facebook reviews and build your strategy. Whether you are managing one Facebook Page or many, BirdEye lets you continue the social conversation with your customers from a single screen. You can also easily address Facebook reviews that require a timely response by assigning tickets to the concerned department.
You can leverage BirdEye’s social listening, and social engagement (https://birdeye.com/social-listening/) features to better manage your online reputation, by replying, tasking, tagging the user reviews and by handling them with pinpoint accuracy and efficiency.