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:
- 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
- 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.
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