Dive Brief: 

• A five-star rating is starting to pop up on some brand pages for a select group of Facebook users.
• The social network has been collecting star ratings from users through desktop and local search for a while, but this is the first time that rating has been displayed on brand pages. 
• If the practice rolls out in full force, brands will have to work a bit harder to achieve a high star rating than they did for gathering "likes." 

Dive Insight: 

A full roll-out of the five-star rating display will change how brands use Facebook in several ways. Obviously, gathering a "like" is a lot easier than a five-star rating, so brands will likely need to put more emphasis on areas like customer service. The star rating will provide brands with more measurable feedback than before, which could help when targeting the right audiences.