Demand Satisfaction!

For over a month some of the most heated issues on Get Satisfaction have been around Facebook and its enforcement policies. Many people have reported the same thing: a sudden disabling of their accounts, no substantive information about why they’ve been blacklisted, and no process for redress. More recently, people have begun posting their email correspondence with Facebook, showing the same generic form response to every inquiry. Throughout this crush of communication from users here on Get Satisfaction the company itself has remained silent.

Satisfaction is a neutral party in all this: our goal is to help customers and companies communicate better with one another. In most cases this just means providing a better platform for everyone to talk. In this Facebook issue, we’ve gone a step further by stirring the pot on behalf of the frustrated users, culminating in a heads up I sent to TechCrunch.

This isn’t because we think the company’s basic policies are wrong. In all likelihood they’re in the best interest of their core community, and we’re all for enforcing standards of behavior in online communities. We do it all the time here. However, we are and will always be tireless in advocating for open communication between companies and their customers because this is how long-term, trusted relationships are built. In this case, Facebook’s “opaqueness,” as TechCrunch describes it, is creating real alienation amongst users. We think there’s a lesson here for all companies.

We’re not so naive that we think that a company like Facebook can or should reveal everything about its internal systems, nor discuss private issues regarding individual accounts out in the open. But by reinforcing the image of itself as an impenetrable fortress, where all communication is allowed only on its terms, Facebook sends the message that it’s afraid of its own users. Now granted, some of its users may in fact be dangerous (and we’ve met a few that fit that bill, certainly), but for the rest of us who are investing in Facebook with our time we should expect more. Facebook should be speaking to us in a human voice, tell us where they’re coming from, listen attentively when we want to share, and sometimes engage with us on our terms. Because businesses depend on the goodwill of their users to make things work, they need us to build their business.

The goodhearted, hardworking customer service team at Facebook doesn’t deserve to be villainized for doing what it takes to keep their delicate business running smoothly. But it is time that companies recognize that there are hard costs incurred when they choose to only present a closed, institutional public face.

How much more productive would it be if Facebook posted a response in Satisfaction that helps people understand the company’s actions better? Perhaps something like this:

“Thanks to everyone who has taken the time to share their experiences here. It helps those of us here at Facebook to understand how we can do a better job, and we are deeply sorry when we make mistakes that inconvenience our users. Please know that we’re working overtime to protect the fun, safe environment that we’re known for. Consequently, when it comes to our terms of use we generally err on the side of enforcement, but we are careful to review each case if users appeal the action (by sending a note to appeals@facebook.com). This can take some time, of course, and we appreciate your patience if you find yourself in this position. We have every interest in getting non-offending users back into their accounts as quickly as possible.

Finally, we will try harder to communicate more frequently here about the ongoing changes we’re making to improve your experience. Even if things don’t always work perfectly we’re committed to working with you over time to make Facebook all it can be. Once again, thanks for caring enough to express yourself about Facebook!”

In the meantime, we here at Satisfaction continue to welcome Facebook’s participation in the discussion.