Facebook is currently testing out a new idea that could mean trouble for some companies. At the top of company pages chosen for the test, there is now a five star rating directly under the company name. As with many of their ideas and changes, during the trial period only a random selection of user accounts are exposed to it. As of right now, it is not confirmed whether Facebook will permanently implement this system or not. This major change has some positive and negative elements for brands:
- Prominence- If a company has a high rating, there is a very little chance that a user visiting their page will miss it in this new location.
- Likes- This could really help smaller companies keep up. They may struggle to generate as many likes as their larger competitors. With the rating system, even a few strong reviews will help them get noticed by potential customers.
This will help businesses shift the focus of their Facebook page back to quality content. They do not need to waste time on the more “fluffy” aspects that would draw attention to their page before. Now they can make sure they are pleasing their customers, as opposed to just getting their attention.
- Prominence- If a company has a poor rating, it will likely be one of the first things a user sees when visiting a company page. They may be discouraged to even look at the other content.
- Accuracy- It does not take many reviews to generate a rating. A few disgruntled users could easily hinder a company’s reputation with their reviews.
These ratings could prompt unethical behavior; businesses may have its employees or other personal connections write reviews to boost their rating. They could also have them write negative reviews on competitors. It has the potential to spark bullying between companies, distracting them from striving for customer satisfaction.
Only time will tell how the rating system will work out. Facebook may decide to permanently implement it, tweak it, or cut it completely. All businesses can do for now is prepare their pages and be ready for what comes. The social media team at inSegment is ready to help.