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Facebook Reviews: What

Marketers Need to Know

Does your business get Facebook reviews? Are you

concerned about the effect of poor reviews on your

business? Facebook has a star rating system that lets your

customers share their experience (whether positive or

negative) with others.

In this article I’ll share everything you need to know aboutFacebook star reviews, including what they are and how

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to shut them off.

What Are Facebook Reviews?

According to Facebook, star ratings encourage more people

to rate a business, making it eligible to appear in the news

feed. This helps readers discover new businesses, while

businesses create greater brand awareness.

Star ratings are incorporated into a business’s Facebook

EdgeRank. Much like Google has its 200 ranking factors,

Facebook has an algorithm that determines where your

posts will end up in the news feed, if they end up there at all.

EdgeRank is calculated with “affinity,” “weight” and “time

decay.” Affinity measures the interaction between a

Facebook user and a brand, while weight is the importance

of that action. Star ratings factor into both. Put simply:

overall organic reach and brand visibility are directly

impacted by EdgeRank, which is influenced in part by star

ratings.

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Facebook star ratings factor into a company’s EdgeRank

score.

Advantages of Facebook Reviews

The ability to influence EdgeRank is a major benefit to

maintaining Facebook star ratings on your page. There’s also

the increased integrity and credibility that comes with brand

transparency.

Disadvantages of Facebook Reviews

When you use ratings, there’s always the potential for a poor

rating, as well as the likelihood that a user who has poorly

rated your business will have strict privacy settings and you’ll

be unable to respond to the review. There’s also the

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prospect offake ratings.

How to Get Review Notifications

If you decide to maintain star ratings, you’ll want to respond

immediately to either a positive or negative review. Turn on

notifications within your page settings to stay on top of all of

your page’s ratings.

1. Go to Settings in your admin dashboard.

2. Select “Get a notification each time there is activity onyour Page or an important Page update.”

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Turn on notifications so you can respond immediately to

reviews.

3. Make sure that all notifications are turned on under“Edit your notification settings.”

4. Select whether you additionally want an email sent toyou each time there is activity on your page.

You’ll now get notifications for any activity on your

company’s page.

How to Turn Off Reviews

If Facebook ratings create too many problems for your

business, you may want to remove the ratings system

altogether.

Removing star ratings from your page can only be done by

also removing Check-Ins and your business map in the

About section.

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If you decide to disable your star ratings, you must also

remove check-ins and your business map.

Here’s what you need to do to turn off ratings.

1. Go to Settings from your admin dashboard on your

Facebook page.

2. Select Page Info.

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To turn off ratings, go to Settings from your Facebook page

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admin dashboard.

3. In Page Info select Address and you’ll be shown your

business address, a map and a checkbox that says, “Show

map, check-ins and star ratings on the Page.”

Uncheck the box on the Address page to remove ratings.

4. Uncheck the “Show map, check-ins and star ratings onthe Page” box and Facebook users will no longer have the

ability to rate your business.

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This is what your About page will look like after you remove

ratings.

Removing ratings may be a solution if you are having major

ratings challenges. Remember, however, it’ll give an

advantage to any competition that elects to maintain

transparency with their own ratings.

Reputation Management

In the 2013 Local Consumer Review Survey, 85% of

respondents said they read online reviews for local

businesses and 79% of respondents said they trust online

reviews as much as personal recommendations. Within that

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same 2013 survey, 73% said positive reviews make them

trust a business more.

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Reviews affect potential customers’ perception of a business.

Reputation management should be an integral aspect of

your Facebook marketing strategy. A member of the

management, social media or public relations team should

make it a priority to handle reviews.

How to Respond to Poor Facebook Reviews

All business owners strive to provide superb customer

service at every level. Unfortunately, you can’t please

everyone all of the time. A 2-star rating or poor review can

happen. The key to handling bad reviews lies in how you

respond.

As a page admin, once you receive a star review, you’ll be

alerted through the notifications bar or via email, depending

on how you set this up in previous steps.

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Get alerts for new Reviews by email or Notifications.

Respond privately (and immediately). Handle negativeratings with compassion and brand integrity, no matter

how upsetting the situation might be.

Do your homework and familiarize yourself with the eventfirst. Then contact the user off of Facebook for the initialconsultation. Call, email or message the user directly.

While there are instances when a compromise cannot be

achieved, in my experience, with empathy and patience a

solution can nearly always be found.

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Respond publicly after every attempt has been made to

clarify the issue and resolve the customer complaint. Makea public response in the form of a comment on the star

rating.

Keep in mind that your public response needs to be timely

and empathetic, as well as follow your business brand tone

and values. It should also provide closure to the event. In

most situations, this will be the end of the story.

People see your Reviews in the left-hand margin of your

Facebook Page.

Remarkably, the simple act of contacting the customer and

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seeking out a solution will not only endear you, there’s a

fairly good chance that poor star rating will be edited shortly

thereafter.

A little goodwill goes a long way. According to a recent Harris

Interactive survey, of the customers who received a

response from a company after posting negative

feedback, 33% turned around and posted a positive review

of the brand, and 34% deleted the original negative review.

Conclusion

Facebook star ratings give companies an enormous

opportunity to increase transparency and credibility with

their audience. Make reviews work for you. And only

consider turning them off as a last resort.

Keep an eye on ratings through notifications andrespond to both positive and negative reviews in a timelymanner.

Don’t be concerned about the possibility of a poor rating.

Instead, embrace the prospect of the potential for many

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5-star reviews.

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