How Facebook reviews can deliver big wins

As organizations try to boost their lagging organic reach on the social media platform, some are turning to user interactions—and that means using online reviews.

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Facebook’s algorithm for displaying reviews can irk even the most savvy communicator.

Your business can have an impressive 4.3-star overall rating, yet at the top of the home page, Facebook’s algorithm displays two one-star reviews. If you are a potential customer checking out the page, it isn’t a great first impression.

This is extremely frustrating as a business owner. The majority of the reviews of the business are overwhelmingly positive, but it’s the two outliers that get the spotlight.

Why does Facebook prioritize these negative reviews—and how can your organization get the highlighted reviews to better reflect their high level of service and commitment?

The ‘why’

Facebook’s system algorithm collects information from a business’s overall review and optimizes based on the reviews it deems “Most Helpful,” i.e. reviews that have the most interaction on them or those that have more likes and comments. The two most helpful reviews are pushed to the Home tab. So, if a one-star review has more interaction, regardless of a business’ overall rating, Facebook might place it front and center on the Home tab of your page.

Not ideal.

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