by Leigh Drake, President, Mountain Woods Media, LLC
As a way to do some Facebook limitations testing and as a means of coming up with a new way to test potential interview candidates for our social media staff team, for a couple of weeks each morning I pushed myself to play with the Facebook Editor (https://www.facebook.com/editor) . This is an area of Facebook where you suggest areas or “edits” for improvement for business and place pages within the Facebook garden. The business pages suggested start out as places where you can make local business page editorial suggestions. As you become more adept (and pass Facebook’s muster) they will give you pages to suggest edits in far flung locations…like bars in the Texas desert, marketing businesses that are spamming keywords in alternative categories such as dentists, and fake pages you can report.
By helping me better assess Facebook activity for our clients’ various industries, it is also a funny way to pass the time over coffee — especially for business and media geeks. Facebook has succeeded in crowd sourcing a global editorial team that provides free edits of “business categories” to their business pages as a means of encouraging businesses to improve their business page content. There is a global team contest going on for the month of December, but you can still participate as an anonymous individual and the app will reward you personally with new levels and an accuracy rate. Am now just up to Level 12 with an 86% accuracy rate. I would probably have a higher accuracy rate if I hadn’t made some of my earliest edits “rebellion” edits for Trump Towers and businesses I had recently been burned by…but that’s another topic for another blog post.
As I started doing this for a few weeks, I became curious as to “why” Facebook was mobilizing and incentivizing a team of editors for all of these business pages. My question was answered when both Search Engine Land and WIRED magazine wrote articles regarding Facebook’s soft roll out of their “Professional Services” pages.
Facebook Takes on Yelp, but Doesn’t Get a Thumbs Up Yet by Brian Barrett on 12/15/15
Is “Facebook Professional Services” Facebook’s Stealth Project to Beat Yelp? Unannounced desktop-only feature gives people the ability to find the highest-rated businesses in a given area. by Martin Beck on 12/14/15
Apparently Facebook saw a window of opportunity for grabbing market share as there have been numerous rumors about Angie’s List being bought out or absorbed and Yelp and Google reviews enduring a plethora of small business lawsuits. We also wrote recently on our blog how Google Plus is Dropping Small Business Reviews.
This new Professional Services feature in Facebook is available to users anonymously via desktop by going to this link https://facebook.com/services . Visiting this link via Safari on a mobile device, took us to the page, but asked us to login to our Facebook account first. Visitors to the Professional Services area in Facebook are presented with a page saying “Find Local Businesses with the Best Facebook Reviews and Ratings” that has their current location pre-determined via a form box. We were a little puzzled as to how location suggestions were being routed as Facebook directed me to businesses only in Erlanger, Kentucky which is not really a “normal” shopping area in our area. For the sake of privacy, my Facebook profile is intentionally set to say I live in Northern Kentucky which is “normal” for 4000 users in our area. When we attempted to use the location override and insert our actual city location, we got the same thumbnail pictures results for Erlanger, KY which indicated the same businesses. But the sub-section of the page did serve up a logical assortment of business categories like wedding planners, business consultants, dentists, electricians, day cares, etc. Once I clicked on a specific category, I obtained better localized results for businesses in our area.
From the standpoint of building positive reviews; however, what was interesting is how many business results appeared with very few completed Facebook profiles, or reviews. Clearly, small businesses in our area need to get on board with enhancing their business profile pages within the Facebook walled garden. We see this as a golden opportunity for building positive business reviews for your business. Take a look at your own business profile in Facebook and make sure it is what you want your customers to see. If you are overwhelmed with the task, contact us and we can help.