Why Not Turn on Automated Responses to Reviews/Recommendations?

Facebook recommendations

 

Facebook recently released a tool that makes it easier for brands to manage their online reputation…or did they?

Facebook allows brands to turn on Automated Responses when a customer recommends or leaves a “Doesn’t Recommend” status for a brand.

Brands can create one canned response for “Recommended” and one canned response for “Doesn’t Recommend.”

A typical canned or auto respond goes something like this:

Recommends: “Name, thank you for visiting and leaving a recommendation. We look forward to seeing you again soon.” -Brand Name

Doesn’t Recommend: “Name, we are sorry to hear about your experience. Please click here (customer service link) to let us know more.” -Brand Name

There are endless reasons brands should not automate social interactions. Here are the Top 3 reasons to not automate reputation management.

  1. Accuracy

Every day, we see reviews and recommendations that do not correlate with the star rating, or in Facebook’s case, recommend/doesn’t recommend.

Imagine receiving the “Recommends” response above if you left this review:

 

Or receiving the “Doesn’t Recommend” response above if you left this review:

 

2. Sensitivity

We live in a time where social media tends to be the easiest way for consumers to communicate positive and negative experiences with brands.

At Stellar Digital, we have read reviews left for clients that are posted during or immediately after a fight, shooting or another scary & sensitive encounter. Consumers find it easier and intuitive to post on social than to call an 800 number or fill out a contact form on a website.

3. Authenticity

Having the same response for every single review is lazy and ingenuine. Consumer behavior is to read reviews before visiting an establishment or leaving their own review.

We have seen consumers leave a review and copy and paste the brand’s canned response before the brand has a chance to – mocking them and publicly acknowledging they know the brand won’t care, but they still want others to read about their experience.

People who leave reviews often outline their experience with details and leave suggestions or ask questions. Providing a canned response without reading the review implies that the brand lacks empathy for their consumers’ experience or has bots responding.

The solution!

  • Work with your customer service team to create social media-friendly responses.
  • Make it a priority to read and respond to all reviews at least once a day.
  • If you don’t have the resources or bandwidth, the Stellar Digital team can help you get started!

In the end, consumers are your most powerful marketing team. They deserve more than automated, ingenuine responses.

source: https://sproutsocial.com/insights/data/q3-2017/

Facebook Tags Your Local Page in Recommendations

I get it, I’ve been there. I worked for a restaurant that had 200+ corporate-owned stores, and we had a stellar (no pun intended) Facebook brand page.

We didn’t want to claim/pay attention to/deal with a Facebook page for each location. Granted, this was 7 years ago, and times have changed.

If you’re invested in one great, main Facebook page for your business, even if it has multiple locations, why should you care about each location’s Facebook page?

#1: Your local pages are  already there, and they’re not going away.

#2 People are looking for recommendations via their status, on Facebook, and your local page is showing up in those results:

Facebook Status Looking for Recommendations 

Image 1.jpg

Facebook gives the publisher the option to click ask, this prompts the user to see a list of friends who have lived in Oceanside, friends who have been to Oceanside, and the option to search for any friend.

Local Pages Are Tagged in Responses

Image 2 .png

Whether a recommended place has 1 or 1,000 locations, Facebook will recommend the closest location, and include a clickable snippet of the local Facebook page in the comments with:

  • Star rating
  • Cuisine type
  • Address
  • $-$$$$

Recommended Local Pages Are Pinned 

Image 3.png

Recommendations are pinned on an interactive map on the poster’s status and includes:

  • Viewer’s current location
  • Recommendations’ locations
  • Details of each recommendation
    • Local page (Chili’s Oceanside, not Chili’s main brand page)
    • Who recommended the page
    • Star rating
    • Cuisine type
    • Address
    • $-$$$$
  • Ability to add more location pages

Interested customers are most likely to consider a recommendation if it has a Facebook page tied to it. If someone clicks on a recommended page, and there haven’t been any posts in a while, they’ll probably move on to the most active page, and dine there.

We live in an age where we trust recommendations from friends, 88% more than advertisements and brand posts. Customers enjoy making recommendations, writing reviews and finding the next best place in town.

Your local pages are being recommended and tagged whether or not they are accurate and up to date.

Simply claiming your Facebook page will not suffice, your local pages need to be monitored, reviews should be responded to, new content should be posted daily, and store information and photos should be up to date.

Stellar Digital helps brands manage their local pages, at scale, while providing actionable insights and trends.  Our team has years of experience helping multi-unit and franchised brands and understands reputation management, marketing opportunities and operational challenges that come along with maintaining 1 to thousands of online properties.

Contact us to learn more!

info@stellardigital.marketing

913-535-1404

Because Google Says So

Where do the star ratings on Google search results come from? Yelp? Facebook? Wherever Google feels like?

img_3136

100% of star ratings and reviews shown on local Google search results come from reviews and ratings customers have posted on a local Google listing. [Tweet this]

Customers are leaving reviews and star ratings on your local Google pages, and whether or not you’re responding to positive and negative reviews, affects your in-store traffic, sales and SEO rankings.

Why?

Because Google says so. 

Google review count and score are factored into local search ranking: more reviews and positive ratings will probably improve a business’s local ranking. Your position in web results is also a factor, so SEO best practices also apply to local search optimization.

There’s no way to request or pay for a better local ranking on Google. – Google Support

The more you respond to positive and negative reviews, the more credibility and trust you’re going to build with your customers, and potential customers.

Quality reviews from your customers will improve your visibility — don’t be afraid to ask (not pressure) for a review.

The ability for customers to leave reviews about any kind of businesses (it’s not primarily restaurants anymore), really emphasizes the importance of the era of word of mouth, and reputation management that we live in.

Where do you start?

  • Claim your local listings
  • Update address, phone number, and hours
  • Add photos
  • Manage and respond to reviews on a daily basis

Don’t be scared, this is an exciting time, and a great way for you to establish trust, build credibility & resolve problems, all from your smartphone or computer. But remember, your Google, Facebook, and Yelp local pages aren’t going anywhere, and impact your bottom line.

Sound overwhelming?  Stellar Digital helps brands manage their local pages, at scale, while providing actionable insights and trends.  Our team has years of experience helping multi-unit and franchised brands and understands reputation management, marketing opportunities and operational challenges that come along with maintaining 1 to thousands of online properties.

Contact us to learn more!

info@stellardigital.marketing

913-535-1404