If you’ve been reading the stuff we post here, you’re probably tired of hearing that tending to your customer reviews is extremely important for a small business. If any of you where non-believers, here’s the “I told you so” – Facebook announces the implementation of a new feedback system which might result in an ad ban for businesses unable to maintain satisfactory levels of customer happiness.
According to the tech giant, customers that make purchases through Facebook ads will soon be able to send feedback directly to Facebook about their experience with the business. If you run a tight shop, you have nothing to worry about. But if you engage in unorthodox consumer practices, you might want to stop it before Facebook manually adjusts you.
This can be perceived as even stricter rulebook by some small business owners after the social media platform announced the limiting of organic reach for businesses and brands.
Facebook’s Poor Customer Feedback System – How it Works
From what we gathered, an interactive one-tap survey will become available as soon as a user completes a purchase initiated from a Facebook ad. As with most of Facebook’s surveys, consumers can rate their experiences with emoji’s ranging from a happy face to a neutral face and then to a sad face. Of course, they will also be prompted to explain the reason behind their choice via another optional questionnaire.
But don’t live in fear that you will be banned from running ads on Facebook. In the event that the platform receives a large selection of negative reviews aimed at a particular business, Facebook will give the advertiser a chance to improve its ratings before taking going for the ad ban.
And even if Facebook goes for the penalty, the initial ban will only consist in reducing the number of ads that a business is permitted to run. Only if the business doesn’t improve, a permanent ban will be enforced.
Facebook admits that this change in approach was decided after listening to a lot of users complains regarding Facebook advertisers:
We spoke with people who have purchased things from Facebook advertisers, and the two biggest frustrations we heard were that people don’t like ads that quote inaccurate shipping times or that misrepresent products. We’re taking steps to try and identify these and other common frustrations with a new tool launching globally today. It is designed to let people review businesses that they’ve made a purchase from with the hope of connecting more people with businesses that meet their expectations.
In the same announcement, Facebook promises to equip online shoppers with other tools that will make their experiences better.
Even though this is the first policy aimed at stopping bad experiences that occur outside of Facebook’s sphere, don’t expect this rule to be enforced too heavily. After all, the platform is still heavily reliant on the revenue from advertisers, so chances are they won’t upset business owners that advertise through them too much.