What is The Facebook Shopping Police?
OK, let me start by saying Facebook™ isn’t calling this tool “Facebook Police”!
It’s a tool that allows Facebook Users the ability to
- Look back at Facebook Ads they’ve clicked on
- Rate that company based on the shopping experience they had
Why is this interesting?
Let’s give this some context – has a Television Station ever rung you and asked whether you’ve bought a product having seen an ad on their channel? Did they ask you to rate your experience?
Me neither (and my background is in TV Advertising, so I know they don’t!).
Why is this important?
Companies that receive high levels of negative feedback will be contacted by Facebook. If high levels continue you’ll likely see an increase in advertising costs and a decrease in reach. In extreme cases, your Facebook ad Account will be shut down.
Why is Facebook doing this?
In their own words…
“Bad shopping experiences aren’t good for anyone. When items take a long time to arrive or don’t meet your expectations, it can cost you time and money. And if these things happen after purchasing something from a business’ ad on Facebook, it can sour your overall impression of Facebook.” – Facebook Newsroom
The two HOTSPOTS!
Facebook has identified TWO main complaints that shoppers have..
- Inaccurate Shipping Times
- Misleading Product Descriptions
If you’re Drop Shipping, you have little or no control over Shipping Times but you can be upfront about how long you expect items to take to arrive. On our own Ecomm site, we have this clearly detailed on our Product Descriptions, in our Shipping Policy and also at Checkout.
As ethical e-commerce companies, we all try to be as accurate with product descriptions as possible. ‘Expectation’ is always a tough thing to manage, and (with my colleagues and clients) I’ve seen people complain about the tiniest things! All we can do is continue to be honest and upstanding, and hopefully not too many of the crazies out there find out about this tool!