Measuring Negative Feedback on Facebook
Negative feedback is a “negative” action taken by a fan on your piece of content. It can be hiding a specific post, hiding all future posts from your Page, unliking your Page or even worse, reporting it as spam.
Simply put, the negative feedback metric counts the number of users who really did not like your content or the fact that it appeared in their newsfeed.
Where to find your negative feedback metrics
Go to your Page Insights interface, click on the Engaged Users number and you’ll find the number of users who gave negative feedback at the bottom of that window.
You cannot see the breakdown for the negative feedback number here in the Insights. If you want to know what negative actions were actually taken, you will have to download the Excel export as mentioned in the fan reach section above.
Why your negative feedback metrics are important to know
Facebook has given more weight to the negative feedback metric. Posts with a high negative feedback number will have much less exposure through EdgeRank and Pages with an average negative feedback that remains high will have less and less reach over time.
Needless to say, if you want to benefit from your Facebook marketing, you need to keep your negative feedback numbers as low as possible.
As with all other engagement metrics (engaged users, people talking about your Page, clicks, etc.), when measuring negative feedback, do not focus on the number you see on your Insights dashboard.
The only way to really understand your negative feedback metric and compare the data you have for your different posts is to create a percentage score with the number of people who gave negative feedback and the number reached for that particular post.
You’ll end up with a percentage that makes sense because it takes the exposure of the post into account and allows you to compare results from different posts.
When looking at negative feedback in percentages, I’ve found the average negative feedback is 0.1%, but some Pages go as high as 0.7%!
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