Researchers have found that the number of negative posts on Facebook’s business pages is positively very high, at a ratio of about two to one.
Facebook has over 60 million business pages and this number is from 2017 and with those pages comes scores of positive and negative posts generated by Facebook users.
Researchers have observed that companies have little control over customer posts, and negative ones can severely damage brands.
“We also found that positive and negative posts are preferred more than neutral ones, but negative posts receive the most comments,” said study researcher Mochan Yang, professor at the University of Minnesota.
“Complaints about social issues get more likes, but fewer comments, than complaints about quality or money issues,” Yang said.
The study, published in the journal Information Systems Research, analyzes this user-generated content to understand what users do and how it affects the brand.
Engagement depends not only on the type of post, but also in the specific ways the post is positive or negative.
The study looked at 12,000 positions of 41 Fortune 500 companies in six industries in 2012.
“While increased engagement has been linked to increased brand loyalty, purchase spend, and profitability,” Yang said, companies should consider carefully whether Facebook’s business pages are a suitable place to interact with customers. ”