Given the constant changes and updates that Facebook spring upon us, it is rather surprising that Facebook comments have remained untouched for so long. It now looks like an overhaul could be on its way as Facebook are testing ‘ranked comments’ in their latest bid to boost engagement.
In their statement to Mashable, Facebook also confirmed that “you will be able to reply to individual comments as well as the original post.”
This is great news for brands using Facebook for social customer service. Happy or disappointed customers are not likely to run to your wall to sing your praises or vent their frustrations, they are more likely to interact with you via your posts. This has always made responding to feedback and complaints difficult. There could be tens of other comments between you and the comment you are responding to and there’s no guarantee that they will be checking back and actually see your response.
Being able to respond directly changes all this. It will make it much easier for brands to have actual conversations with fans and, if done well, boost customer loyalty.