Comments on social media are a great way to measure not only engagement but also the users’ opinion on the brand, product, and content. When a user comments on a post, it can show interest and perceived value in the brand or content. It is also important to understand the tone and sentiment of comments because the main goal is not only to increase engagement, but to increase positive engagement.
Popular social media platforms such as Facebook, LinkedIn, Instagram, and Twitter all display content to users in the form of “feeds”, which are a scrolling list of posts. Each user’s feed is personalized to them by sorting algorithms that display posts relevant to the user based on their interaction history on the platform. Comments play a large role in how content is displayed to users based on sorting algorithms.
In order to grow the number of comments received on a post, it might be helpful to include a call to action in the form of an open-ended question in the content posted on social media. Businesses must also be careful to handle any negative engagement, such as a complaint comment, in a way that reflects professionalism and empathy for the customer.
