Did you know that Facebook is the largest social networking site? Business News Daily reports that Facebook has more than 2.91 billion active users, making it a vital platform for small business sales, social media marketing, and online reputation. In fact, Facebook holds 19% of all customer reviews, according to Review Trackers. Check out these tried and true best practices when managing Facebook reviews with Buckingham.

What is a Facebook Business Page?

Nearly anyone (over the age of 13) can create a Facebook page – all you need to enter is your name, birthday and gender, and your email or phone number. Once your page is created, you’ll see there are different types of Facebook pages you can create:

• Local business or place
• Company, organization, or institution
• Brand or product
• Artist, band, or public figure
• Entertainment
• Cause or community

It’s important to note that you cannot create a Facebook business account without having a personal account first. This means the creator will need to use their personal log in information to kickstart the business page creation process, and from there, various administrators, editors, etc. can be added to the business page. If you create a fake profile and link it to your business page, it can lead to deactivation. You will need to create and optimize a Facebook business listing before kicking off managing reviews. Check out Meta Business Suite page for additional resources.

So, what exactly is a business Facebook page?

A Facebook business page is a public social media profile designed for businesses of all sizes to connect with their audiences, provide general business and contact information, and maintain their online reputation. In fact, 2 out of 3 Facebook users visit a local business Page at least once a week, according to Hootsuite. Many businesses use their Facebook pages to promote products and services through links, status updates, photos and videos.

While Facebook profiles can be private, business pages are public. You’ll find that Google may index your business’ Facebook page within its search results, making it easier for people to find you. Within these results, general business information, contact methods, and online customer reviews will often appear.

Reviews for Business Facebook Pages

It’s no secret that Facebook is a very social platform, which opens up the door for conversations about nearly anything. Since it’s the largest social network out there, Facebook reviews can be a great way for your business to get ahead of the competition, build a positive online presence, leave a great first impression for new customers, and help identify areas of improvement/success within customer service. The same thing can be done on other review sites like Yelp and Google, too (here’s how to respond to reviews on Yelp). From newsfeed posts to maintaining customer reviews, it’s important to educate yourself on how to best review, manage, and respond to reviews, in particular.

The Importance of Facebook Reviews for Business

By getting Facebook reviews and testimonials for your brand, you’ll be able to:

• Make your brand’s online reputation more credible to potential customers
• Increase the organic reach of your posts by boosting Facebook page engagement
• Gain the trust of your Facebook page fans and potential customers
• Get to the top position in the Facebook professional services finder
• Promote positive reviews of your customer service directly on your page
• Positive reviews act as social proof, which convinces more people to buy from you

How to Get Facebook Reviews

The value of customer reviews is immeasurable – it’s the gateway of potential customers leaning about and informing an opinion about your business. From customer service to business values, product selection and pricing, there’s a ton of information readers can gather from user-generated reviews. It may feel a little daunting to ask customers for reviews directly, but there are a few ways you can do this:

• Enable reviews on your business Facebook page
• Promote your business Facebook page on other social media platforms, like Instagram, Twitter, Threads, and LinkedIn
• Embed Facebook reviews from customers on your website
• Add a link to your website that leads users to your Facebook reviews
• Utilize email marketing and ask customers to share their experience
• Establish an online reputation management strategy to show you’re proactive about feedback
• Ask customers to share their feedback before they leave your business

Dos and Don’ts of Responding to Facebook Reviews

Of course, everyone hopes to receive positive reviews, but sometimes not-so-nice reviews pop up. The most important thing to remember is that everyone can see your responses, so don’t let your emotions hit the keyboard right away. You can’t control what someone writes in a Facebook review, but how you respond to reviews is almost as important as the review itself. Here are some tips when responding:

Responding to Positive Reviews

• Always give thanks and use the reviewer’s name if available
• Use personalized, friendly language
• Highlight what you are doing right to make customers happy

Responding to Negative Reviews

• Keep your cool and stick to the issue at hand
• Apologize and sympathize
• Offer to take the conversation offline by contacting you directly

Use Facebook as a Tool for Your Online Reputation

Since anyone can leave their two cents in Facebook reviews, having complete control of what others say about you and your business is slim. However, by educating yourself on how to best respond to and manage Facebook reviews, you’ll have a good foundation on proper ways to manage feedback and set the stage.