Commexis Cast – June 14, 2018: What You Need to Know About Facebook’s New Feedback System

Today’s Commexis Cast discusses Facebook’s brand new ad feedback system, which allows users who have clicked on an ad to rate their satisfaction with that business’ services and products, and could result in a business being banned from advertising on the platform if they receive enough negative feedback.

Here’s how the system works: A user clicks on an ad. Sometime in the near future, a Facebook notification will ask the user to leave feedback on the service of that business. Users can choose one of three smiley face emoji that showcase satisfaction, neutrality, or dissatisfaction. Then, users pick whether product quality or shipping speed left the user the most satisfied or unsatisfied (depending on their prior choice), as well as the option to leave some anonymous feedback.

Businesses that receive a large amount of negative feedback will have their feedback shown to them in a separate dashboard. In a blog post Facebook described this process: “We share feedback directly with businesses that receive high volumes of negative feedback and give them a chance to improve before taking further action. We give them guidance on how to improve customer satisfaction and better meet customer expectations. This could mean setting clear expectations about shipping speed upfront or providing more transparency about return policies.”

Ultimately, if a business receives a vast amount of negative feedback without making any changes, they may have their ads reduced or outright banned on the platform.

The new feature, announced by Facebook on Tuesday, aims to reduce false or misleading advertising. Facebook said that user frustration towards “ads that quote inaccurate shipping times or that misrepresent products” was the main influence on this new ad policy, though surely it will also help reduce any spam/scam advertisements that have slipped through the cracks, as well. Facebook hopes “this tool will give people more confidence in the businesses they interact with and help hold businesses accountable for customer experiences they provide.”

While none of our clients will be affected by this new change, we’ll be keeping an eye on this new feedback system as it continues to develop. There doesn’t seem to be much information on whether individuals who have clicked on an ad, but haven’t purchased a product or service from that company, will be able to give feedback, though it certainly seems possible on the platform. It is likely that Facebook will be using their regular tracking and cookie information to confirm purchases, but until we know more we’ll be monitoring this new system.

Today’s cast: Amy Leach (Commexis SEO Project Manager) and Matthew McGrorty (Commexis Videographer/Podcaster).

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