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/

Because Google Says So

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

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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

YOUR LOCAL PAGES AREN’T GOING ANYWHERE. NOW WHAT?

Chelsea.jpgBy Chelsea Bradley

For every physical location your brand has, there is a Facebook, Google and Yelp page for that specific location.

Three Pack.pngMany marketers and operators choose to ignore local pages and focus on the brand page so posts and comments are in one place.

Makes sense, right?

Not really.

Whether you like it or not, your guests are reading and writing reviews, commenting and making purchase decisions based on the information they find on your brand’s local pages.

72% of consumers who conduct a local search on Google choose from the top three local results.

The number of posts, reviews and ratings customers post to a brand’s local pages factor into their SEO ranking. Google favors brands who engage with posts, and respond to reviews.

By replying to reviews, brands encourage positive ratings, and are able to recover guests who leave negative reviews.

According to Forrester, reviews are viewed as more trustworthy than organic search engine results, and promotional posts on social media.

Can you guess which brand responds to all local page star-reviews?

Over the past six months, Brand B has responded to 99% of reviews while Brand A hasn’t responded at all. Star ratings increase as a brand’s engagement and customer service increases.Star.png

A brand is no longer what we tell consumers it is, it is what consumers tell each other it is, but we have the ability to control the conversation, build relationships, recover guests, and gather actionable data.

You’re ready to manage your local pages, now what?

Before you dive in with posting content, and responding to reviews, you need to:

  • Claim your brand’s local pages on Facebook, Google and Yelp
  • Update, and verify all listings are accurate (website, geo-coordinates, phone number, hours of operation)
  • Remove duplicate listings

Sound overwhelming?  Stellar Digital helps brands manage their local pages at scale while providing actionable insights and trends.  Contact us to learn more!

info@stellardigital.marketing

913-535-1404

MOBILE MOMENTS

Have you mapped out your consumer’s mobile moments? Have you thought about the relevance of your brand in those moments during a consumer’s journey when they consult the device they look at an average of 150 times a day?

Google has begun testing its mobile-first index, which will primarily look at the mobile version of your website for its ranking signals and fall back on the desktop version when there is no mobile version. Many brands have a mobile-optimized version of t92heir website and consider this box checked.

The significance of Google’s shift to mobile-first reaches far beyond the importance of having a mobile optimized website. Research conducted by MomentFeed found that a company’s website, especially restaurants, accounted for less than 10% of their online traffic. They are seeing 10x more activity on Google, FB and Yelp.

Google found that there has been a 2x increase in “near me” searches in the past year. Local Google, Facebook and Yelp properties are often what consumers use to find a location’s address, directions, phone number, and hours of operation. They also use them for something brands have less control over, ratings and reviews.

Restaurant brands tend to think of Yelp when they think of ratings and reviews. Today the largest number of restaurant reviews, are left on Google, followed by Facebook and Yelp trails them both.

88Local properties are often ignored by multi-location brands because managing them doesn’t seem scalable. A brand with 500 locations typically gets more than 100 reviews a day and that number continues to grow, signaling new behavioral norms.

Local page management is in fact scalable. Software like MomentFeed enables brands to manage local pages and the reviews on them all in one place. For brands that aren’t resourced to manage, experienced community managers at Stellar Digital adopt the brand’s tone and persona to help manage their pages while providing actionable insights back to the brand. Responding to negative reviews shows guests that you care and can lead to them changing their review.

If you’ve got a mobile optimized website, you’re in good shape. Let us help with all of the other mobile properties consumers with intent interact with on a journey that we want to ensure leads to a visit.

info@stellardigital.marketing
913-535-1404