Social media is an engagement tool that has been extremely useful for businesses communicating with their customers. One social media platform that surpasses the rest is Facebook. The thing is, Facebook comments are often overlooked as a source of marketing.
Social media can be a powerful tool in the hands of an established brand.
Facebook is one of the most used social media platforms for businesses. And it’s no surprise considering there are over 1.79 billion monthly Facebook users. Not to mention it’s the most used social media platform in the world. So it’s clear why most businesses jump on the Facebook bandwagon. But, what they don’t always know is how to use the platform.
And no we don’t mean posting pictures and videos to their page. Rather, what they are posting to their page and how they are engaging with their followers. Specifically, what businesses do when they receive comments – the good and the bad.
The Good Engagement
Nothing is more gratifying than seeing your posts getting engagement in the form of Facebook comments. Whether it’s a post “like”, a “love” reaction, a comment, link click, or share, it makes a social media marketer’s heart happy. These positive comments reaffirm your social media efforts are working and you’re communicating the right message to the right audience.
The Not-So-Good Engagement
But then brands will receive unhappy or angry comments by followers. And their initial reaction is to hide or delete the comment. This is a big no-no. Facebook comments shouldn’t be deleted. There are certain exceptions where it is okay to delete the comments – like if it’s spam or someone is being derogatory, but in most instances, comments shouldn’t be deleted.
Look at Facebook Comments as an Opportunity
When you receive an angry comment on a post, rather than getting defensive and deleting it, look at how you can address the issue. Otherwise, deleted comments will create a bad connotation on your business. For starters, it does the following:
- It looks like you’re avoiding the issue. Don’t be an avoider.
- It looks like you’re ignoring your customers. Don’t ignore people. It’s not nice.
- It looks like you just don’t care. Show them you care!
- It makes people more upset. Don’t make people mad. That’s also not nice.
But that is the ugly truth about perceptions. And rightly so. If we make a comment, we want it to be addressed by the company. Maybe the comment wasn’t true – address it. Maybe it was a complaint about your product or service – address it. Keeping a positive relationship between your business and customers is all about communication and engagement. If you’re not responding to your followers’ comments, you’re really only practicing one-way communication. And no relationship can survive like that.
How to Respond
Address the issue and respond to the comment as soon as possible. Apologize if needed and look into the issue. If the person continues to respond in a public thread, simply communicate that you will directly message them. Then continue the conversation in a direct message or try to get it offline by talking to them over the phone. Communication is key in a relationship, especially in a social media relationship between your business and your customers.
These Facebook commenting tips can really be used on any social media platform, but Facebook typically has the most engagement. Next time your business’s page receives a Facebook comment, look to see how you can address the issue.