Facebook can be a powerful tool for businesses looking to manage and improve their digital reputation.
Here are some numbers that demonstrate the kind of impact Facebook has on consumer behavior and businesses:
- Facebook is the world’s largest social network, with 2.38 billion monthly active users. They spend an average of 20 minutes each day on Facebook, approximately one-third of the total time spent on social networks.
- About 2 in 3 users visit the Facebook Page of a local business at least once a week. And 1 in 3 people on Facebook use the platform to look for Recommendations and reviews.
- 55 percent of consumers consider Facebook as the most common place to learn about new brands and products, and 66 percent are likely to share their thoughts, experiences, and opinions on their purchases on Facebook.
Facebook reputation management is not a new thing. It’s a crowded marketplace, with up to 42 percent of marketers reporting that Facebook is critical or important to their business. The key is to apply best practices and make sure that your efforts distinguish you from your fiercest competitors.
Facebook Reputation Management
Here are some tips to help your business manage your brand reputation on Facebook.
Claim your business page
If you’re just getting started, you can build your presence on the world’s largest social network by claiming an unmanaged Page of your business or by creating one of your own. It’s a way of planting your business flag on what will be one of your most important digital properties.
Here are detailed instructions on how to claim your Facebook business Page using Facebook Business Manager.
We also recommend going the extra mile by getting your business Page verified. With a verified Page, you can help potential and existing customers find your official account instead of duplicates or fake accounts. Verified business Pages will also show up higher in search results.
Add your business information
When claiming or creating your Facebook business Page, make sure you complete your basic Page information and include your business name, category, address, phone number, store hours, and short description about your business.
Why is this important? Potential customers may prefer to find information about your business through Facebook rather than through another channel: say, your website or your online advertisements.
By providing correct, up-to-date information on your Facebook Page, you can make it easier for potential customers to find you and discover the qualities that make your business stand out.
Enable Facebook Recommendations
Facebook Recommendations is the social network’s new review system. With Recommendations, your customers can rate your business simply by choosing whether or not they recommend it.
Enabling Recommendations on your Page is a great Facebook reputation management tactic. After all, doing so demonstrates your business’ willingness to receive and listen to valuable customer feedback.
Recommendations can also help your potential customers learn more about your business and may make your Page easier to find in Facebook search.
Post relevant content
Don’t let your Facebook business Page become outdated. Built it and regularly post relevant content and updates like news, special offers, photos, videos, and links.
Avoid being overly self-promotional, though. Take advantage of user-generated content and see how you can use it to improve your online reputation. Check out this example of how Chiwee’s Cake Pops shared a 5-star Yelp review on their Page:
Also, show your willingness to engage with your community of fans and followers by liking, commenting on, and responding to their activity on your Page.
Manage your Facebook reviews and Recommendations
Show people that your business values customer feedback. Say thank you to those who leave a Recommendation or write a review (regardless of whether it’s positive or negative). Here are great examples of how to respond to reviews.
In cases where you get a negative comment or review, don’t lose your cool. Protect your business reputation by responding politely and professionally to bad reviews, and by offering solutions to customers’ problems.
When you do get a Recommendation, reinforce the positive by engaging with the reviewer and sharing the Recommendation on your Page as well as across your other social media profiles.
Upload high-quality photos
Facebook users love pictures. Photo uploads total 300 million a day. Get creative and upload some of your own, includes pictures (and videos) of new products, employees at work, your business location or office, some behind-the-scenes images of your operation, and your most loyal customers.
Target your efforts strategically and don’t barrage your business Page with low-quality images. (Honestly: would you trust a business with uninspired pictures on their Page?) Strive for quality; there is so much content competing for users’ attention on Facebook. Stand out by making your photo and video uploads relevant, interesting, and unique.