As a social media manager focused on driving engagement, one of the key questions is whether comments on Facebook posts lead to increased reach and engagement. With over 2.9 billion monthly active users on Facebook, mastering best practices for engaging this massive audience is essential for any brand’s social strategy.
What are the benefits of comments on Facebook posts?
Comments on Facebook posts can provide several potential benefits:
- Increased reach – When people comment on a post, it may show up in the News Feed of their friends, thus exposing the post to new audiences organically.
- Improved engagement – Comments signal that a post resonated with the audience and often lead to further discussion and engagement.
- Higher rankings – Posts with lots of comments may rank higher in Facebook’s algorithm, leading to more visibility in News Feeds.
- Social proof – For brands, comments from real people can lend credibility and social proof that resonates with audiences.
Do comments directly impact reach and engagement?
Facebook’s algorithm is complex and adjusts frequently. While comments can contribute to reach and engagement, their direct impact varies. Here are some key factors:
- Comment quality – Thoughtful, relevant comments likely drive more engagement than short “Great post!” comments.
- Commenter reach – Comments from accounts with large followings spread further than comments from smaller accounts.
- Paid promotion – Running ads can amplify the impact of comment volume and reach.
- Post quality – Great visuals and copy drive engagement regardless of comment quantity.
Overall, while comments have the potential to increase reach and engagement, they do not guarantee it on their own. Focus on creating quality content first, then thoughtful comments can amplify its impact.
Best practices for driving comments
Here are some proven tips formaximizing comment volume on Facebook posts:
- Ask a direct question – Giving people something specific to respond to prompts more comments.
- Run a contest/giveaway – Incentivize commenting by offering prizes for getting involved.
- Use emojis – Posts with emojis get more engagement across social media.
- Tag people/pages – Tagging relevant accounts makes it more likely they will comment.
- Share opinions – Controversial or debatable posts drive passionate responses.
- Post consistently – Keeping content flowing regularly builds an engaged audience.
While these tactics can be effective, focus on providing value for your audience above all else. Comments for the sake of vanity metrics alone have limited long-term benefit.
Should you delete or hide negative comments?
Negative comments present a moderation challenge for brands on social media. While deleting them may seem appealing, caution is warranted:
- Deleting looks like censorship – Unless a comment violates clear rules, deleting may frustrate commenters.
- It prevents dialogue – Keeping constructive criticism gives you a chance to respond and improve.
- Negativity stands out – A few negative remarks among many positives will not hurt your brand.
Best practices are:
- Set a clear moderation policy – Inform users what types of comments will get deleted.
- Address concerns publicly – Respond to negative feedback professionally and publicly.
- Delete spam/harassment – Clear violations should be removed decisively.
- Take conversations offline – Defuse heated arguments privately through direct messaging.
With a sound moderation strategy, negative remarks can become opportunities for empathy and trust-building rather than PR crises.
How does comment source impact credibility?
Not all comments are equally beneficial for brands. Comments from certain sources tend to drive higher credibility and engagement:
- Influencers – Comments from accounts with large, relevant followings signal social proof.
- Industry peers – Comments from within a niche lend expertise and validity.
- Engaged followers – Regular brand enthusiasts who comment often.
- Target customers – Comments from your ideal buyer persona offer credibility.
Meanwhile, some comment sources have limited impact:
- Bots/spam accounts – Low credibility and easily detected.
- Competing brands – Seen as self-serving or hostile.
- Casual followers – Irregular engagement limits influence.
Assessing commenters and their potential reach is crucial. Focusing on the right sources has a force multiplying effect on engagement and credibility for branded content.
Should you incentivize employee commenting?
Some brands drive large volumes of comments by incentivizing employees and influencers to comment on posts. This tactic warrants caution:
- Inorganic comments lack authenticity – Audiences can often detect disingenuous commenting.
- It distracts from quality content – Great visuals and copy should stand alone.
- It risks reputational damage – If exposed, the tactic could undermine trust.
The best approach is likely setting expectations for employees to engage rather than quotas. Guidelines could include:
- Comment when posts offer genuine value.
- Share positive reactions in your social channels.
- Amplify messages aligned with your brand voice.
Organic, authentic commenting trumps raw volume. Quality over quantity is crucial for long-term brand building.
Conclusion
Comments play an important role on Facebook, but require nuance. While they have the potential to increase reach and engagement, their impact depends on source, quality, and authenticity. A sound moderation policy allows constructive feedback. Focus on providing value through compelling content first, then let quality comments amplify your message. With over 2 billion active users, Facebook remains a powerful platform. Comments, when used judiciously, can help brands cut through the noise and engage meaningful audiences.