When Feefo met Facebook

Paws up if you're obsessed with reviews and feedback on your brand's social media pages ...

Sure, generating loads of reviews on your social accounts is great, but, as with all things marketing, it's important to make use of a variety of channels. So if you aren't looking beyond your Facebook wall when it comes to reviews, it's time to think big.

We caught up with Feefo superstar Felicity Wade-Palmer to learn more about how ecommerce brands can use social media and Feefo to grow trust. 

How can brands use social media and Feefo to grow trust?

Social reviews are regularly promoted as ‘the thing to have’, with more people using these networks to review products and brands. How does the Feefo social sharing functionality and Facebook app feature compare to these more ‘traditional’ reviews on networks like Google+ and Facebook? 

... And here's her response ... 

There are two main challenges with these platforms; 

Firstly, because they are passive in their review collection the satisfaction rating is skewed. This is because the average consumer is less likely to leave a review. A merchant can expect 24% of their reviews to be negative on these platforms versus only 6% with proactive forms of review generation.

Furthermore, there’s no promise that everyone who leaves a review on an open platform  is even a genuine customer, they don't need to have purchased to leave a review. Whilst we like to think that everyone out there is scrupulous about fairly reviewing products and services that they have purchased we have heard sorry stories where people have left damaging reviews without any validation to their claim.

Having said this, due to reach, it’s hugely valuable to demonstrate social proof on social media and that’s where Feefo comes in! Feefo's app for Facebook imports all Feefo reviews onto a merchant’s site, offering an honest reflection of their service by overriding the open platform element. Ultimately, Feefo reviews have far more gravitas as social proof because prospective consumers know that they can be trusted.

Great points, and a lot of food for thought there. Many thanks to Felicity for taking the time to chat! 

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