Thread­ing con­ver­sa­tions? Bring­ing the con­tent that’s most engag­ing to the fore­front? Seems pretty straight­for­ward to us. But this new thread­ing and rank­ing sys­tem Face­book is test­ing could have some inter­est­ing impli­ca­tions (and ben­e­fits!) for brands.

Face­book is rolling out a new com­ment­ing sys­tem that includes direct “reply” capa­bil­i­ties and a rank­ing algo­rithm that dri­ves the most rel­e­vant com­ments to the top of a con­ver­sa­tion thread. These changes make com­ments on page posts very sim­i­lar to Facebook’s com­ments plu­gin, which have had threaded con­ver­sa­tions and a rank­ing algo­rithm since March 2011.

Face­book has been test­ing this com­ment­ing sys­tem since Novem­ber and, start­ing next week, is expected to imple­ment on per­sonal accounts with more than 10,000 likes and will also make it avail­able to brands. On July 10, 2013, Face­book has announced that all brand pages will be auto­mat­i­cally switched over to this com­ment­ing system.

As with many of Facebook’s changes, there are both pros and cons to how these changes impact mar­keters. We thought we could address a few that are top of mind for the Adobe Social team.

What to watch for:

  • Neg­a­tive com­ments could become more harm­ful. For exam­ple, if a cus­tomer com­plaint or neg­a­tive response receives a sig­nif­i­cant amount of engage­ment from other users, it will be seen first at the top of the page or post. Brands must be respon­sive and trans­par­ent to quell streams of neg­a­tive com­ments and replies.
  • Delet­ing spam, irrel­e­vant, or offen­sive con­tent is going to be increas­ingly impor­tant. Page man­agers will need to mon­i­tor and expand all con­ver­sa­tions in order to make sure the com­ments are clean and fol­low their com­mu­nity guidelines.

What to embrace:

  • The new in-line (threaded) com­ment­ing sys­tem will pro­vide a bet­ter cus­tomer ser­vice expe­ri­ence for the users who share issues in the com­ments of the post. Prior to this change, all com­ments were in the same, sin­gle thread with­out the abil­ity to address spe­cific users’ com­ments. Now, indi­vid­ual com­ments can be responded to and con­ver­sa­tions can be eas­ily monitored.
  • Whether on forums or through text mes­sage, threaded com­ments are how users nat­u­rally com­mu­ni­cate. This new fea­ture may increase engage­ment on posts and fur­ther facil­i­tate com­mu­nity build­ing – fans com­mu­ni­cat­ing with other fans and not just with the brand page.
  • The rank­ing algo­rithm will allow brands to spot poten­tial influ­encers by iden­ti­fy­ing the com­ments that receive the most engage­ment. Brands can then engage with these influ­encers to develop a one-to-one rela­tion­ship and, ulti­mately, drive increased advocacy.

If you’re a brand using Adobe Social – or any third party social mar­ket­ing tool – please note that threaded com­ments are rolling-out via desk­top only. We antic­i­pate a mobile ver­sion and open-graph API, which can be inte­grated into Adobe Social, are on the hori­zon. We’ll keep you posted!

1 comments
wilburngdalton
wilburngdalton

Great post shared ..Facebook is trying to bring new marketing strategies for their regular customers .There are many business owners who have Business Page on Facebook .Get more details here .