Facebook Finally Adds 'Reply' Option to Comments

by Camilla Gildenhuys


Facebook announced yesterday that, after months of testing, the 'Reply' option is being rolled out to comments. Community Managers everywhere rejoice!

In their statement they said:

We've built a new feature that will improve the quality of conversation on your page: Replies. Starting today, you will be able to reply directly to comments left on your page and start a conversation thread. The most active and engaging conversations will be shown at the top of your posts.

There are 2 ways that we see Replies aiding us in everyday community management and page appearance:

1. Community managers can directly address fans comments and queries in a post: This allows one-to-one type engagement with fans even through there are multiple conversations occurring on a single post. It "will make it easier for you to interact directly with individual readers and keep relevant conversations connected," said Vadim Lavrusik, Facebook's journalism program manager, in an official blog post
2. The best conversations will be viewed: Facebook's algorithm allows for the best conversations to be seen at the top of the post. In this way fans won't wade through tens and hundred of comments, they'll get what they may want to see right under the post itself. Now, we still have to see what Facebook deems 'the best' (whether it be most replies from brand, other people, etc) but we're hoping it sits in the brand's favour. In saying this, we recommend that negative sentiment and commentary be taken offline to avoid highlighting of damaging conversations. 

You can start using Replies from today! There will be a banner under the Page's Admin Panel prompting you to 'turn on' Replies. If you don't opt in now, Facebook will do it for you automatically on 10 July 2013.

Replies is currently only available on desktop, but will be made available on mobile in the future.

Facebook updates their cover image policy

by Camilla Gildenhuys

We're happy to announce that Facebook has updated their policy regarding cover images which results in an anything goes approach. Well, to a degree...
This is the previous policy regarding cover images:

Cover photos cannot include:
A. Price or purchase information, such as “40% off” or “Download it at our website”.
B. Contact information such as a website address, email, mailing address, or information that should go in your Page’s “About” section.
C. References to Facebook features or actions, such as Like” or “Share” or an arrow pointing from the cover photo to any of these features.
D. Calls to action, such as “Get it now” or “Tell your friends”.
Covers must not be false, deceptive or misleading, and must not infringe on third parties’ intellectual property.

So really that left a picture with perhaps the brand logo and campaign name. 

This is the latest statement released by Facebook on 11 March 2013:

What are the guidelines for my Page's cover photo?

All cover photos are public. Anyone who visits your Page will be able to see the cover photo. Cover photos can't be deceptive, misleading, or infringe on anyone else's copyright. You may not encourage people to upload your cover photo to their personal timelines.

Cover photos must be at least 399 pixels wide and may not include images with more than 20% text.

So really it means that Facebook don't mind if you promote your business, a campaign or an application in the copy, just as long as it doesn't exceed 20% of the image.

Here's a way to determine whether your image is using 20% or more or less, from socialfresh.com:

If you overlay a 5×5 grid onto your image, and your text fills more than 5 boxes of the 25, it will fall foul of Facebook

This passes muster

This doesn’t.

In conclusion, remember Facebook's general advice on posting images to maximise engagement:

• Photos should include real people and real things. User sentiment research shows that emotions triggered by images of real people, real situations, and real objects, are more lasting and compelling than those with words or text.
• Text or text overlay should be minimal. Text in photos from friends is rare, so text in photos from brands is seen as inauthentic and generates negative reactions.
• Brand logos, campaign slogans, and taglines should be used sparingly. Consider using a photo of your product in action instead of overlaying your brand logo or slogan on an unrelated image.
• Keep it simple.