After months of testing, Facebook announced today they will allow users and brand pages to reply directly to comments within the thread on a post. This provides a better user experience, with less spam in long threads, by allowing users to directly engage with the thoughts that interest them. With this change, conversation threads will be re-ordered by relevance to viewers, and may appear differently to each person based on positive and negative feedback as well as an individual’s connections.
As of today, replies can be enabled under admin permissions. Starting July 10, 2013, pages with more than 10,000 users will automatically allow replies. We’re anticipating many brands will be pushed to up their customer service and provide quick feedback on any issues consumers may have with products or services. We also see this as a huge opportunity to amplify earned media and build loyalty by showing fan appreciation. Full details on the changes are available here.
Do you think allowing fans/brands to directly reply to comments will be effective or hurtful to brands on Facebook? Will this change the way brands interact with users? Comment with your thoughts below.