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!
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