Negative Feedback on Facebook: What is it, and When You Should Worry
Facebook doesn’t have a dislike button; instead the negative actions users can take have more serious implications for your brand. Negative feedback results in fans no longer seeing your posts, and not just those who find fault with your content.
Negative feedback impacts Facebook performance by limiting the reach of brand posts, but receiving some of it is inevitable.
We’ll break down what negative feedback is and, with data from Simply Measured’s free Facebook Insights Report, show how to measure when you’re receiving too much.
What is Negative Feedback on Facebook?
There are four main types of negative Facebook feedback, and each has different consequences for your brand.
1) Hide Clicks – When fans click to hide a specific post from appearing in their News Feed
2) Hide All Clicks – When fans click to hide all posts from appearing in their News Feed
3) Report Spam – When fans report one of your posts as spam
4) Page Unlikes – When users choose to unlike your page
Segment Negative Feedback Actions
Segmenting negative feedback can help you understand how it’s affecting your brand. For example, having fans hide individual posts is much less severe than losing the ability to share content with them in the future.
Viewing individual feedback metrics, like Hide All Clicks, can give you a more accurate picture of how many of your fans are opting out of content, and tracking Page Unlikes can show your effectiveness at retaining fans. When trended over time, peaks in negative feedback can also indicate when you’re receiving too much negative feedback.
Create Benchmarks for Your Brand
Acceptable levels of negative feedback vary by brand. The volume of negative feedback you receive can be influenced by how much reach your posts get, the size and quality of your audience, and the industry your brand belongs to.
Since these factors are unique to your brand, one of the best ways to determine acceptable feedback levels is to establish a benchmarks based on the average amount of negative feedback you receive. Benchmark averages can be calculated by day, or by post. Set goals for decreasing your negative feedback average; doing so will help maximize your post reach.
Analyze Negative Feedback by Post
Go a step further than negative feedback page totals to analyze actions taken on specific posts. Your per post average will help you flag posts with higher than average negative feedback.
Identify which posts receive the most negative feedback and determine what post attributes are most likely to cause fans to hide your content, flag it as spam, or unlike your page. Think content performance in reverse.
Account For Reach
The more people that see a given piece of content, the more likely it is that someone will find fault with it. A post with twice as much reach is likely to receive more fan engagement, but also more negative feedback. You can account for this by measuring negative feedback as a percentage of reach.
Negative feedback as a percentage of reach serves as a negative feedback rate. Peaks in your negative feedback rate show when more users respond negatively relative to how many users saw your content; this is a powerful metric for determining how much negative feedback is too much.
I'm a Marketing Manager at Simply Measured. It's my job to deliver content in a way that engages and informs social media professionals. My areas of expertise are marketing automation, conversion and social media analytics.