Facebook Business Pages gives businesses many tools and features that help their business grow and in return increases sales. A Facebook business page allows two-way communication between the organisation and the consumer. It also allows customers to ask questions and leave opinions on the brands Facebook business page. These opinions could be in the form of Facebook reviews. These customer opinions can either be positive or negative, but once uploaded, these reviews cannot be deleted unless the entire reviews function is removed.
1.Facebook reviews outperform YELP.
A study done by ReviewTrackers illustrated that the reviews on Facebook Business Pages are growing four times faster than on any other rating sites such as Google Plus and YELP.
Laura Donovan explains that 70% of customers are likely to leave a comment about their experiences with a brand and these 70% of consumers are looking towards Facebook to leave their opinions. Consumers do not have to leave a review on the brands Facebook Business Page, but can leave one on their own user profile where all of their Facebook friends can see the post.
2. Facebook reviews influence consumer purchasing decisions.
Chris Campbell conducted research and concluded that 80% of consumers stated that they won’t buy a brands products or services based on the reviews that they have read. Consumers want to know other consumers’ experiences with a brand before handing over their money. Consumers do not want to read statistics formulated by the brand itself but wants to read user-generated content in the form of customer reviews and customer opinions and experiences.
3. Facebooks local search results rank based on ratings and reviews.
Facebook has been working on their own Professional Services, where customers can search for local businesses right from their Facebook account. The listings Facebook gives users will be based on location as well as the ranks and Facebook reviews. Businesses who have more positive reviews, shares and mentions will rank higher on the Facebook search results.
4. Your customers as well as potential customers are using Facebook to search your business.
Potential customers will be looking at your Facebook business page for reviews and these reviews will determine whether they will do business with you or not. Social Media Today found that 74% of consumers rely on social media such as Facebook for reviews and more information about a brands products and services. These elements will determine whether customers do business with a brand or not.
In my opinion, Facebook reviews are of outmost importance.
My experience: IYO Burgers sponsored me a Facebook post where customers purchase two burgers for R120 and receive bottomless fries. I thought that this would be a great idea for a date night for me and my boyfriend. The first research I conducted was reading their Facebook reviews. I saw two 1star reviews where customers either received 7 chips or no chips at all. Another customer got their burgers but had to wait for their chips to be served. This customer also stated that “Waited another 15 minutes just to get chips.” After reading these two and many other reviews, I decided it was not worth the drive all the way from Durbanville to Kloof street in Cape Town. This example is a perfect way to illustrate how important Facebook reviews are when making business.
Businesses need to keep all of their customers satisfied so that the customers leave positive reviews which still leaves room for organisations to do business with potential clients
6 September 2017
By: Kim Lottering