Facebook has been making a lot of changes recently. The Digital Tourism Think Tank previously described the new newsfeed layout, which is still being rolled out to the network’s users worldwide. Since then, another update has been the introduction of a Reply Button within the comments section on posts, allowing threaded replies enabling users to directly address those commenting.
Tnooz reports that the new feature will be incorporated into all Pages with over 10,000 followers by July 2013, and identifies three key gains for marketers following this new addition: engagement, relevancy and a new layer of insight.
Increased Engagement Levels
The Reply Button allows organisations to develop a one-on-one relationship and conversation within a public forum. It cleans up the look of the comments section and allows only the particular Fan to be notified by the response. This makes the user experience better for other fans, whilst creating a dialogue with one that can be read and benefitted from by anyone else.
Comments and replies will be presented according to their engagement and relevancy, with comments with the greatest level of engagement rising to the top. Additionally, this ranking of relevancy will take into account each Fan’s Social Graph, thus adapting the organisation’s Page view according to each Fan’s interests.
New Layer of Insight
With the Reply Button comes a new layer to Facebook’s analytics. Page Administrators will be able to determine which comments are generating the most responses, which will inform what content they should develop in future.
Making Use of the Reply Button
Given the three key changes that the Reply Button will bring to organisations’ Facebook Pages, as identified by Tnooz, the new feature can be highly beneficial. Customer engagement and developing relationships are very important for destinations and tourism organisations, and so once the Button arrives, definitely make use of it!
Discussioncomments powered by Disqus
More from #DTTT
In May we present:Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board
Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
In May we present:Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm
Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.#influencer experiences #storybase #influencer marketing #influencer