Facebook snuck in a Page comments update this month. While it went unannounced by many social media experts we feel it requires commentary, because after all user/follower comments are a very important engagement metric. With interesting content it’s easy enough to get post likes, but when someone takes the time to leave a note it means you actually caught their attention.
Today, we’re going to cover the new update along with corresponding tips to engaging current and prospective customers.
What Your Business Needs to Know About the Recent Update to Facebook Comments and How You Can Make it Work in Your Favor
Facebook Has Improved Comment Ranking on Page Posts
In the past, post comments showed up in chronological order. Over time you will have noticed it morphed so that the “most relevant” comments showed up, which is what this recent update seeks to evolve even further.
Facebook is looking deeper at relevancy and quality of comments, using the following ranking signals:
- Integrity – Facebook is making sure that comments abide by Community Standards, which will help protect your business from slanderous nonsense and spammers using your Page’s popularity to drop click bait into the comment section of your posts.
- User feedback – Facebook surveys have asked users what sorts of comments they want to see.
- Comment interaction – In the same manner that your posts’ successes are measured in-part by how many likes and comments they get, so too are the comments (on your posts) made by users. If others like or reply to a given comment, it is more likely to improve in rank. As a business, you will want to reply to user comments acting as your Page, and even from your personal profile. If your business has employee brand advocates on social media, have them like and reply to preferred user comments too. You want to do all you can to improve the rank for comments that show your posts in a positive light.
Make Sure Comment Ranking is Turned On
As a business you absolutely want comment rank to work its magic. It’s good for other users to see that their peers are connecting to and interacting with your business. Not only does this help them vet the legitimacy of your business, it encourages them to “join the party” and leave comments too.
Is your comment ranking turned on? By Page default, it should be, but be sure to verify by performing the following actions:
- Click Settings at the top of your Page > From General, click Comment Ranking and make sure that the box stating See most relevant comments by default is checked. If not, check it, and click/tap Save Changes.
Follow “Best Practices” Regarding User Comments
Facebook will continue to take both observed and surveyed user feedback to improve Page post comment ranking, but you can take steps to make sure you’re getting the most out of the feature. These “best practices” include the following:
- Encourage comments by posting a great content mix, complete with photos, infographics, videos, and links to useful articles.
- Encourage comments by posing real questions when making a post, but don’t outright ask followers to leave a comment for the sake of it (which goes against Facebook page guidelines).
- Encourage comments by asking followers to share their own content within the comment section of your post. For example, let’s say you run a restaurant with a beachfront patio and you want to post a photo of the evening’s amazing sunset. When crafting the post, you could state “Our view tonight is amazing! Let’s see what yours looks like!”, which will encourage followers to comment with their own photos, content that will gain traction and may make the comment section just as engaging as your original post!
- Like and reply to all comments made on your Page’s posts, even if just to say “Thanks” for kinds words about your product, service, or the content itself.
- If a legitimate criticism was made in the comment section, limit engagement and instead get in touch with the customer (if you can find their contact information in your customer database) to address the concern. If you get into extended back and forth communications in the comment section, it may improve the rank of the initial comment and reflect poorly on your business.
For a business with a small Facebook following managing comments will be an easy enough task. However, as your following grows, so will your workload. If you don’t have the person power to monitor and respond to all post comments then it’s time to seek help from a social media expert who can manage your Page for you, while protecting the voice of your brand. Contact Digital Marketing Collective today to learn more.