Recommendations are a huge part of Graph Search. When users seek restaurants or bookstores their friends have liked, Facebook shows the average amount of stars their friends have assigned when rating those places. Previously, star ratings were available only through mobile and through random sidebar polling, but Inside Facebook noticed that Facebook recently added the ability to visit pages from desktop and rate them.
Whenever users visit place-based pages (i.e., pages for sports bars, retail stores, or other businesses), they can then give those businesses recommendations and rate them on a five-star scale. Previously on pages, users could give recommendations, but not rate them on a star scale.
Users could give businesses star ratings through the local search function on the Facebook mobile app, and through random polling on the sidebar of desktop. Now, there’s a permanent place to assign star rankings — right on a business’ Timeline. Users can also easily change their rankings, instead of having to dig through the activity log to do so.
Users can also recommend unclaimed pages — usually cities, parks, or other types of landmarks that lack dedicated Facebook presences.
Inside Facebook Editor Brittany Darwell explained more about this feature:
Although Facebook has had a “recommend this place” feature since 2011, it has only recently begun to emphasize ways for users to share more feedback about the locations and businesses they visit. The social network is also developing the same for content, with users now able to rate books, movies, and TV shows as of this week. All of this is building Facebook’s potential as a local search and entertainment discovery platform, and it has implications for the businesses and organizations that manage their presence there. More user-generated reviews and ratings give page owners a bit less control over what is displayed on their page and the sentiments revealed there. These ratings could also begin to influence Graph Search and News Feed distribution, introducing another factor for marketers to consider and optimize for.
Readers: How often do you rate Facebook pages?