The old Facebook comments feature was awful. Threads were hard to follow because replies on active posts could come several comments below the one receiving the response. It made it to where businesses probably shouldn’t try to reply to everyone, at least not in a direct way. Thankfully, things are different. The comment, while still far from perfect, are dramatically better.
Now, replying is easier because you can reply inline with the comments. It’s for this reason that we strongly recommend replying to everyone who takes the time to leave a comment on a post or to put something on your wall.
Speed of the reply is important. It should never take more than 24 hours and it’s best to reply very quickly. When replies come in while the person is still online, it can turn into a conversation. During conversations, there’s an opportunity for the person to tag and bring others into the mix. This is one awesome way to get much more exposure for a post and for the page in general.
You never know when someone on the other end of a conversation is in the market or knows someone in the market for a car. Even the frivolous comments must be addressed. It’s not just about the lead and sale today. Social media is excellent for branding, and while that’s not the only benefit, it’s an important one when it comes to commenting.
Sometimes, conversations can turn negative. That’s okay. While it’s not advised to get into a debate with someone, there’s nothing wrong with a little controversy. Opinions can easily spark further conversation. Other people can be brought into the conversation. All of these lend themselves to increased exposure. Here’s an example of a “negative” series of conversations.
There were negative statements made in the thread, but nothing that could hurt the dealership or the brand. For the dealership’s part, they were able to stay relatively neutral while still interacting with everyone in the thread. It was able to get strong exposure and positioned the dealership in a good light.
Sometimes, people will get really upset. As an absolute last resort that should only happen when comments become offensive (rational criticism of the dealership does not count as offensive), then it’s possible to hide comments. Unless they’re deleted, they’re still visible to the person who made the comment and their friends so it’s not completely hidden, but it won’t be public. The person who made the comment will not know this.
One of the easiest ways to build up EdgeRank is through conversation. EdgeRank is what drives the visibility of your posts to the top of news feeds, so working well with the algorithm can be the difference between Facebook success and failure.