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Why Neglecting Facebook Reviews Is Bad For Business

why are facebook reviews important

The influence of online reviews is vastly growing and won't slow down anytime soon.

According to customer service provider ZenDesk, over 90% of consumers say that online reviews impact their purchasing decisions.

And BrightLocal, a platform that specializes in data aggregation, says that 91% of consumers read online reviews for local businesses and 84% trust reviews as much as personal recommendations.

Most people trust online reviews as much as personal recommendations

Clearly, online reviews matter.

However, many business owners overlook the fact that Facebook reviews provide some undeniable (and unique) value – in fact, if your business isn't getting Facebook reviews, you may be turning customers away. 

Here are three reasons why Facebook reviews deserve a hard look from every business owner.

Facebook Isn't Just A Review Platform, It's Part Of Daily Life

Facebook reviews influence consumers but continue to fly under the radar of business owners. That should change. Yes–Yelp, Trip Advisor, Google and others are platforms built specifically for reviews, but Facebook is integrated into our daily lives.

In the same study I referenced earlier, BrightLocal found that Facebook was the second most popular way to recommend a business, ranking only behind word-of-mouth. 

Facebook's reviews feature is growing in popularity, too. In 2014 only 16% of those surveyed used the Facebook review feature. In just two years, that number nearly tripled!

Facebook reviews are the second-most popular way to recommend a local business

source: Brightlocal

Facebook Is (Still) The King Of Social Media

Everyone is on Facebook. The service has over 2 billion monthly active users, with nearly 60% of them logging on with a mobile device every day. Despite such large numbers, Facebook's user base is still growing in the United States and Canada, despite the proliferation of other social media sites:

 Facebook's user base is still growing strong

Facebook isn't just widely used, it's the most used social media platform among millennials. And in case you forgot, Millennials are one of the most valuable and influential age groups for businesses.

Facebook is used more frequently by millennials than any other social media platform

source: ComScore

Review-Only Platforms Have Their Shortcomings

Yelp. To leave a review on Yelp, users must download the Yelp app. Who wants to do that? Oh, and to read more than three reviews on mobile, the app is required for that, too. For business owners, things aren't much easier. For your business to be "sponsored" on local listings, you'll pay a minimum of $350 a month - that's 1,000 times more expensive than typical online advertising. This "pay-for-views" structure leaves some consumers unsure of the validity of Yelp reviews.

TripAdvisor. TripAdvisor is focused specifically on the travel industry. The service mostly used as a site to review and book hotels, which means that TripAdvisor reviews don't benefit the majority of businesses. Therefore, it isn't ideal for most business owners to focus on TripAdvisor.

Google. Google your business and you'll see the review results from Yelp, Facebook, and others. But there's a problem: Google also the most common "fake-review" culprit.  It's nearly impossible to discover what's paid for and what's organic. 

Yelp requires users to download its app to leave a review

Want to leave a review on Yelp? Download the app first...

Facebook Reviews Actively Promote Your Business For You

Facebook's review feature shouldn't be a focal point for business owners simply because of the high number of users. What really matters is the impact these reviews have on potential customers at your business.

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Facebook will notify your friends when you leave a review.

Here's how Facebook promotes your business differently than typical review platforms:

  • When a person reviews your business, Facebook will send a notification to their friends who have previously been there or already Like your page.
  • Reviews appear right at the top of your business's Facebook page. If you have solid reviews, people will know!
  • Facebook's algorithm favors businesses with more reviews. When a user searches for "gyms in St. Louis", for example, a highly-reviewed gym will rank better than one without reviews. 
  • When people search for your business on Google, your Facebook reviews rating will be shown directly in search results.
  • Facebook reviews give you the opportunity to interact with your customers. You can easily comment on their review, thank them for stopping by, and invite them back. And in the event of a negative review, you can resolve the issue right then and there (often turning that negative review turning into a positive one–if you know how to ask nicely!).

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Google's search engine shows Facebook reviews directly in the results

Facebook Reviews Are Invaluable–That's Why We Help You Get More Of Them

With the latest update to Causely, your customers can support a great cause just be leaving a review on your business's Facebook page. Here's how:

  1. Each month we select one of our non-profit partners for our community to support.
  2. Using the print and digital assets we provide, you tell your customers that they can support our current cause by leaving a review on your business's Facebook page.
  3. We automatically track Facebook reviews at your business and make a donation on your behalf for each one.
  4. You get more reviews, get more customers, and help those in need.

To learn more, request a free demo below and our Customer Success team will be in touch shortly. 

Request A Demo

Learn how Causely can grow your business through word-of-mouth.

ABOUT THE AUTHOR

John Rougeux

John is co-founder and CMO at Causely. When he's not trying to build the most philanthropic company in the world, he's probably hanging out with his wife and three daughters in Lexington, KY. You can also find John on Twitter and LinkedIn.

ABOUT THE AUTHOR

Matthew Watson

Matt is Customer Success Manager at Causely, where he does everything in his power to help our customers succeed. He loves sports, his wife, his dog, and the great outdoors, but not in that order -- he may love his dog more than sports. You can find Matt on Facebook and Twitter.

ABOUT THE AUTHOR

Sarah Werner

Sarah is a writer, marketer, and brand specialist. She has experience in both non-profit marketing and financial development as well as for-profit content marketing and social media. She holds degrees in English and Art from Asbury University. When she’s not writing content for Causely, you’ll find her outside with a book or camera enjoying the company of trees. You can also find Sarah on Twitter, Instagram and LinkedIn.

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