Facebook will monitor and control or remove traders on its platform. Through their experiences, users can rate businesses on the initiative.
The company talked to different customers who purchased items from advertisers across Facebook platforms. They found that people hate ads with inaccurate delivery times or slanted products.
“We’re taking steps to try and identify these and other common frustrations with a new tool launching globally today. It is designed to let people review businesses that they’ve made a purchase from with the hope of connecting more people with businesses that meet their expectations,” Facebook announced to the press.
How It Works
After you click an ad, Facebook gives you an option to provide feedback through Ads Activity. It will prompt you to enter a feedback after you complete a purchase.
If you want to give a feedback, a questionnaire will appear so you can provide insight on your experience. Facebook will share it with the provider so they can improve how they do business.
If you choose to leave feedback, you’ll be taken to a brief questionnaire where you can provide insight about your experience with that brand. Based on the specifics provided, Facebook will share the information with the provider, and give them a chance to improve their practices:
Facebook will guide businesses on how to meet the expectations and improve the satisfaction of customers. The initiative includes setting expectations on delivery times or providing transparent return policies.
If customers still give feedback about the same concerns, Facebook will cut the number of ads that the offending business can run. This may continue until they decide to bad the advertiser for not complying.
Stopping Bad Practices
While the escalation may seem tough, it allows Facebook to stop and remove businesses with bad customer service.
“There’s a big difference between a business that’s trying to scam a person and a business that doesn’t know how to provide a great customer experience. We’re trying to differentiate between those two types of companies,” Facebook told The Wall Street Journal.
The WSJ exposed scammers who sold cheap products on Facebook at high prices. As expected, the items delivered failed to meet customer expectations.
Facebook’s new initiative targets traders who have these bad practices.
Honest advertisers can also learn from customer feedback. It may help them find areas of improvement that they missed along the process chain.
The company linked the initiative to the Facebook Page ratings system (still under testing) found last month. It will score businesses from one to ten and add more feedback sources.
If a Page fails to meet or exceed a certain rating, the company will offer solutions based on consumer reports.
While the initiative benefits customers, competitors can also use it to deliberately provide negative feedback.
The ad bans will affect many brands. But they have the option to report unfair ratings under the Page scoring system. How quickly the social network responds to these reports is another concern.
Still, Facebook can only face these issues as they arise moving forward.