The first reason is that Facebook reviews are currently outperforming Yelp. Facebook reviews are currently growing four times faster than reviews on any other reviewing website, including Yelp, TripAdvisor and also Google Plus. Consumers who have had a good experience are over 70% more likely to share their experience than if someone has had a negative experience and as I have just said they are turning to Facebook as their place to share that fact. The reason? It is easy for users to leave reviews there from a login perspective and for many, the interface is far more familiar to them. Even though the reviewer does need to navigate to the businesses’ Facebook page, many seem to be far more willing to navigate to the Facebook business page than going on TripAdvisor or Yelp.
The next reason you need to be watching those reviews is that Facebook reviews influence purchasing decisions. In 2015 Facebook influenced 52% of consumers online and offline purchases this was a massive increase from just 36% in 2014, that number is set to continue to increase. An active marketing campaign with good reviews on Facebook will influence consumers. Many people have stated that 80% of consumers say they are more likely to purchase if they see positive reviews. People want to know what other people’s experiences have been before buying from a company, so it’s always good to have positive reviews. Influencer marketing is important to a campaign. It is no longer enough to share details and statistics and benefits with your audience, if you want to sell you need to provide the audience personal experiences from other customers, you want to convince them that you are the right choice!
After making a purchase, consumers want to share their experience and 66% are more likely to share it on Facebook, and one-third of consumers will connect with the company on Facebook where only 2 out of 10 will connect with the brand’s website.
The next reason to keep an eye on your Facebook reviews is that Facebook’s local search feature ranks results by reviews and ratings. Most businesses and marketers count on consumers going to Yelp, Google or TripAdvisor’s list to find local service providers. However, Facebook has been working on their own professional service listings, which allows users to search for a local service provider right from their Facebook account. These listing are categorised by location and then ranked by you guessed it, their ratings and Facebook activity. Businesses that have more positive reviews, more interactions, more mentions and consistent activity will rank higher than a company who has less of them (who’d have thought it). Your listings will be based solely on the actions above and rankings can’t be bought, so don’t even bother trying! You need to put the work in and get your company to the top!
The final and possibly most important reason that you need to check your Facebook reviews is that your customers and POTENTIAL customers are using your Facebook page to research your business. Potential customers are looking at your reviews (or lack of, I am assuming you have a lack of them if you are here reading this) on Facebook to find out if they want to do business with you. In fact, we have found that 74% of consumers rely on social media for more information on reviews about the products or services they are wanting to purchase. Your Facebook business page could have thousands upon thousands of friends and get thousands of likes on each update you put out, this does not necessarily build trust, but reviews and high ratings from customers most definitely will! 71% of consumers have a positive view of brands when they see positive reviews on Social Media.
So, in conclusion, if you haven’t started looking at your Facebook reviews now is the time to start, having a good insight into what your customers are saying about your business can help you in improving your businesses’ services. After all, without customers, a company simply cannot run.