Last week, Facebook unveiled a groundbreaking comment feature designed to facilitate threaded replies and social ranking on business, brand, and individual pages with over 10,000 followers. Eligible page managers now have the option to opt into this innovative feature, with all pages scheduled for conversion to the new commenting structure by July 10, 2013. While the intent behind this feature is to enhance dialogue and open up new online marketing avenues, it’s crucial to be aware of three potential pitfalls that could adversely affect your brand or business’s online reputation.
1. Mobile and Tablet User Confusion The initial rollout of this feature will be exclusively desktop-based, with plans to extend to the Graph API and mobile platforms in the future. This exclusivity raises concerns, particularly given the rising trend of mobile Facebook usage. A recent Facebook-sponsored study highlights the growing reliance on smartphones, with 181.4 million Americans projected to use them this year. The study also indicates that 70% of smartphone users access Facebook, with 61% doing so daily. This emphasizes the need for a mobile-compatible threading system, as current mobile experiences are, frankly, suboptimal. The Diane Sawyer Live Q&A event on Facebook, for instance, showcased how threaded comments can be disorienting on mobile devices, leading to confusion among users attempting to follow conversations with over 1,100 replies.
2. Brand Reputation Management Challenges Similar to the spread of feedback in the physical world, negative comments on Facebook often gain more traction and generate more conversation than positive ones. The new threaded comments feature, which organizes comments based on social popularity, mirrors this trend. Without a downvote or dislike option, the quantity of replies and likes becomes the deciding factor, potentially pushing negative comments to the forefront. This is evident in instances such as the Pepsi Facebook thread, where snarky and negative comments are prominently displayed due to their high number of likes and replies. It’s essential for brands to monitor their Facebook page posts carefully to safeguard their online reputation.
3. The Risk of Lost Voices Facebook’s current threaded comments and replies are limited to one level, which can lead to confusion when page managers and community members engage within a reply thread. This can make it challenging for desktop users to follow conversations on Facebook pages, as seen in the ESPN thread about Wichita State’s victory. The complexity of multi-level threading, which is common in email programs and forums, is crucial for maintaining a clear conversation hierarchy.
Maximizing the Potential of Threaded Comments Despite the potential drawbacks, threaded comments can be a valuable tool for brand and business success. By leveraging this feature, you can build a relevant and consistent online community. Here are some actionable marketing tips: schedule live Q&A sessions, use threaded replies for customer service, and engage directly with popular commenters and influencers. These strategies can help you create a meaningful online presence and foster real relationships with your audience.
What are your thoughts on the new threaded comments feature? Have you opted in, or are you holding off? Do you believe threaded replies are an essential tool for improving brand and business conversations?
