InsideFacebook reported yesterday that Facebook will be rolling out the ability for users to respond directly to individual post comments. Further, ranking based on individual Facebook user connections and level of post engagement will be applied. So, for example, let’s use Bob and Harry. If Bob’s friend Harry commented on a post, or replied to a comment on a post, it seems Harry’s comment could be displayed to Bob before other comments. It also seems that the comments with the most engagement may be displayed higher in the thread than those receiving fewer responses.
What can this mean to social customer care? Potentially many things. When customers are pleased with an event, this can positively drive brand embassador comments right to the top of a thread. Conversely, if customers are upset about a recent price increase, or are rallying for a service to be provided, one comment by a customer can be echoed by many customers very quickly. This is what I call the “pile on phenomenon”. Raising these detractor comments to the top of the pile can encourage more and more customers to weigh in because they are more visible, and because many other people have already weighed in, there is more perceived safety in responding.
In the InsideFacebook article, Britany Darwell reports that page admins will be able to reduce the post ranking without deleting the post, though the procedure for that is not mentioned. It is also unknown whether any social care-focused listening tools will be able to automate the process of post rank reduction.
How do you think this change could impact social customer care?