To ensure that Facebook users get to read the best comments on preferred posts, the social media giant is reworking its comments algorithm. When the new updates take flight, comments with a positive signal that should be read by users will rank higher and become more visible. Comments with a negative view of things will lose out on sheen and find themselves pushed down the ranking order. This will encourage more Facebook users to write and comment responsibly and sensibly.
The reworked comments algorithm has some unique features. For example, comments which are written with the purpose of baiting engagement are seen in a negative light. By baiting engagement, we mean those comments which encourage and even entice users to react and respond. It may be in the form of a simple share or ‘like’. It may also be provocative enough for users to respond strongly. Such kind of baiting will attract negativity and discourage algorithms from promoting them.
This is what Facebook has to say about this thing:
“People can moderate the comments on their post by hiding, deleting, or engaging with comments. Ranking is on by default for Pages and people with a lot of followers, but Pages and people with a lot of followers can choose to turn off comment ranking. People who don’t have as many followers will not have comment ranking turned on automatically since there are less comments overall, but any person can decide to enable comment ranking by going to their settings.”
Facebook is also working to promoting high quality comments and posts by people you know and sidelining negative comments which do nothing for your user experience. In this light, this what Facebook has to say:
To improve relevance and quality, we’ll start showing comments on public posts more prominently when:
The comments have interactions from the Page or person who originally posted; or
The comments or reactions are from friends of the person who posted.”
For digital marketers, it is time to put more work into comments you leave on Facebook!