Today, Facebook released the API for the new threaded comments. And now you can manage them with Conversocial.
Our team worked to integrate this new feature in less than 24 hours, allowing our customers to take customer service on Facebook to the next level.
This change cements Facebook even further as a mainstream customer service channel, following last year’s introduction of private messages to allow customers to share personal information without being redirected. We moved fast to support private messages too, and customer usage skyrocketed in 2012. Bring on Facebook customer care.
What does threaded commenting mean for brand pages?
Facebook has released a change to replies that improves how companies and customers can engage on the platform, in a way that’s more personal and direct. Previously, a page and its fans could only add a comment to the end of a thread to ‘reply’ to anybody in the conversation. Now, you can reply directly to any comment, beginning a new thread. (To keep things sane, this nesting only goes one level deep.)
For brands, this means that one-to-one, public customer service can be delivered no matter where issues come up in conversation – questions and complaints are often raised on marketing updates, or echoing the concerns of another customer on their original post. Using threaded comments and responses provides dedicated attention to that customer, and reduces the risk of confusion around who gets a response first. What’s more, if a crisis hits and you customer comments start flooding in, your responses will no longer be buried in an endless thread.
Along with nesting comments and replies, Facebook is intoducing a new algorithm that pushes the most important social messages to the top of a thread – your customers' messages could become much more lasting than you’re used to, so it’s important to be extra vigilant for complaints that generate a lot of traction, and to make sure you’re delivering replies early and visibly.
However, this means that new content could be a lot harder to find too. For companies used to scouring for new customer messages on Facebook, the game of identifying important content just got a lot more complicated. Now new messages might be embedded anywhere in layers of conversation. If you’re using a tool that hasn’t integrated threaded comment support, then you won’t be able to activate this feature on your page and effectively manage direct conversations with customers.
If you’d like to speak with one of our team about managing new Facebook conversations, get in touch. We'll be rolling out for customers tomorrow.
How do you think the new Facebook change will affect customer engagement? Leave your thoughts in the comments below.