Facebook changes so rapidly it’s sometimes hard to keep up. And right now the social media giant is currently carrying out a major push to put the user first and foremost in all areas across the business. They want to hurl the platform right back to its roots: connecting friends and family and creating value for its users.
Part of this push is cracking down on advertisers and businesses that contribute to a negative experience for Facebook users in any way. Facebook wants to give their users the best experience they can, and this means slamming advertisers that give a bad shopping experience to its users.
As Facebook puts it,
“Bad shopping experiences aren’t good for anyone. When items take a long time to arrive or don’t meet your expectations, it can cost you time and money. And if these things happen after purchasing something from a business’ ad on Facebook, it can sour your overall impression of Facebook.”
Facebook doesn’t want unenjoyable shopping experiences impacting its user’s overall impression of their site, which is why they’ve introduced the eCommerce Review Tool. Now on ads displayed on Facebook, users will be able to give feedback. This feedback will then be shared with the business.
Businesses who receive regular negative feedback will be expected to rectify the issues, with Facebook giving them guidance on how to improve their service. However, consistent bad shopping experiences from customers may cause Facebook to shut down specific ads, limit a brand’s reach, or ban their ad account entirely.
No business is immune to the off negative engagement, and Facebook knows this. Advertisers will be in the safe zone with occasional negativity from customers here and there. It’s when they are constant or in high volume that advertisers should be concerned.
The power users have is increasingly growing stronger, and businesses have no choice but to respond to bad feedback from their customers. It’s no longer going to be good enough to just receive feedback and move on. Businesses are going to need to act on what their users are saying about their experiences and act accordingly. Otherwise, they’ll be out of the game.
As times are changing, the power is increasingly being put in the hands of the customer, so it’s important to make sure you’re responding to what they’re saying.