It’s been a while since Facebook rolled out any major changes to its users. With all the publicity that Facebook has been getting over its promoted posts and news feed, the social media platform is currently testing – Ranked Comments for Brand Pages.
Ranked comments are Facebook’s way of promoting the comment that has the most engagement with the users. It will no longer matter who commented first on a brand’s post, but whose comment has had the most number of likes! The comment with the most number of likes will be ranked higher than the one the others.
Source: – http://marketingland.com/ranked-comments-allows-the-commenting-cream-to-rise-to-the-top-26549
There has been no word on when this feature will be rolled out, but it has been tested with a select set of users.
If you are a company, there are plenty of positives and negatives once this feature is rolled out. The positives are of course the most relevant and engaging comment is ranked on top, ensuring that there is maximum visibility for that comment, the fan and ultimately your page.
The obvious negative is that you need to be extra careful about what you post and customer complaints. If you have posted a controversial topic and that generates a lot of engagement, then your company can be viewed negatively. The same applies for customer complaints on your brand page.
In future, getting likes for your brand pages will also depend on the most popular comment your page gets. If there is a negative comment on your page that garnered a lot of engagement, then potential fans will think twice about liking your page. This will ultimately affect your Edge Rank.
This is an effort from Facebook to ensure that real company brand pages with a good level of engagement and interactions rank higher than others. It is also an active effort to reduce spammed and doctored Facebook accounts.
A couple of months back Facebook also introduced global brand pages. This will allow your fans to be directed to your global page or the local one. The settings can be changed by your fans. However, “likes”, “people talking about this”, and other indicators will be aggregated to reflect a consistent value across all versions of the page. This is yet another step by Facebook to ensure we are all connected.
Now that social media is no longer a fad and is a mainstay for any marketing strategy, the key social media platforms – Facebook, Twitter and LinkedIn, are adapting to reflect this. These changes ensure that real brands that create value in people’s lives are more visible than others. This brings company branding back to the basics – great product and great service coupled with innovation helps create a sustainable brand!
Talk to us about Facebook and how to prepare for this new change!
Social Media Business Consultant | Social.Local.Mobile Marketing-Strategist | Speaker | Trainer
Based in Sydney, Australia, Logan has been an avid & passionate social media user since the advent of Facebook. As the Social Media Business Consultant with over 30 years’ experience in corporate, SME business, together with running his own organisation for the past seven years. Logan is focused on guiding organisations through the four stages of social media for business – Education, Strategy, Implementation and On-going Management. If your business needs expert assistance on creating a custom Social Media, Search Engine Optimisation Strategy and Mobile Applications, contact us via logan@logannathan.com. Logan is also an expert on use of major Social Media sites for Business (i.e. Facebook, Twitter, Pinterest and LinkedIn). He is running a series of workshops. Contact Logan via logan@logannathan.com for more information.
