Social media is all about engagement and interaction with your audience. This means that when your followers and customers actually leave social media comments on your posts – even if those aren’t necessarily the nicest comments – you have to respond.
Knowing how best to interact with customers as your brand can seem a little daunting. So we’ve put together this guide on the different types of social media comments you will encounter and how to act on them.
Let’s dive in!
Why it is important to respond to comments on social media
First things first, let’s cover the basics. We mentioned earlier that you need to act on comments on social media, but why is it so important?
One of the main goals of social media marketing is building a branding community and engaging your audience. Responding to social media comments is an integral part of it, whether they are positive or negative.
Positive comments are great and are a great way to connect with your audience and build your reputation. Negative comments give you a chance to correct mistakes and correct injustices, and help customers feel better about your brand and become repeat customers
Even responding to neutral comments is just one way for you to nurture customers and leverage this unique one-to-one channel that your brand’s social media offers.
Dealing with different types of social media comments
There are four main types of social media comment we’ll cover, and each takes its own approach. All answers must still be in line with your social media brand. So be sure to update these guidelines or include them in any existing style guides you’ve created.
1. Positive comments or feedback
Whenever someone replies to any of your posts or makes a positive mention of your brand, you’ll always want to take note of the comment and thank them for their time. Let the customer know that you appreciate them and their positive feedback.
Here is a simple example from Pocket.
A quick confirmation and a thank you to the customer for the comment are sufficient when it comes to positive feedback.
2. Neutral comments
Not every comment is an enthusiastic review or an angry customer. Some are neutral regardless of whether the user asks a question; make a comment on the product, post or photo; or even tag a friend in the comments.
Based on what the comment says, try to use this as an opportunity to engage the commenter by either starting a conversation or asking a related question.
Check out this Instagram example from Nailboo. Continuing the conversation makes so much more sense than simply leaving a like on the comment.
3. Negative comments
There are several ways to deal with negative social media comments. Often times, you want to be sure that you are taking action to correct the situation. Resolving issues like issues with orders or products can help turn a negative comment into a returning customer, and social networks can also be a source of insight into bigger issues that your brand needs to take action on, such as recurring complaints that could indicate a faulty batch of product or a critical flaw in your service.
However, sometimes brands are faced with negative comments from online trolls who are simply trying to stir the pot. This could be aggressive comments, general criticism or questioning of your company’s behavior, or messages aimed at specific people in your company. If your brand hasn’t done anything wrong, it’s best to ignore it or escalate it to a manager to review based on its severity. You may also want to ban or block repeat trolls.
Dealing with negative comments requires a lot of thought and care on the part of the social media teams. Learn more about providing customer service on social media to understand how to handle negative comments and ratings, and consider creating escalation management guidelines that detail specific scenarios.
4. Comments on a crisis
A social media team crisis could be a major global problem affecting customers, or a time when your brand is facing PR or legal setbacks. This differs from typical negative comments in that the team is likely to face an unusually high number of comments and critical comments can be much more serious or serious.
Crisis management is an important part of your social media strategy that you need to implement in advance of these situations. It can help your team successfully cope with the stress of these challenges and create guidelines to protect your brand’s reputation and retain customers.
While you want to develop a fully documented crisis management plan, there are a few basic steps you can keep in mind and share with your team. For example, take screenshots of relevant comments and make sure they are sent to your human resources, legal or other necessary department so that they can be fully dealt with appropriately and everyone is aware of the crisis.
How to respond to social media comments
Now that you know what kind of reply to send to different types of comments, let’s see how you can actually reply to comments on social media across each of the major platforms.
We’ve put together step-by-step guides to make sure you master the comment section of every social media network your business has a presence on.
It’s pretty easy to reply to comments on any platform. The hard part can be making sure you don’t miss a single comment. To do this, all you have to do is go to your Facebook page manager and click inbox in the left sidebar.
From there, you’ll see this sidebar which is where you can access your Facebook comments and make sure you don’t miss any notifications.
From there, you can click on posts that have comments that you need to reply to. Just click reply below the comment to leave a reply.
When you’re done entering your answer, press Enter or Enter on your keyboard to send your comment.
Twitter always shows you your notifications on the Notifications Tab in the left sidebar.
To respond to a mention on Twitter, simply click the comment bubble icon at the bottom of the tweet.
A popup will appear in which you can enter your answer. Then just click reply Send your message button.
To view your Instagram notifications, go to the app on your smartphone and tap the heart icon in the top right corner. This is where you can see likes, comments and follows from your audience.
Click on a comment you want to reply to and you will be automatically taken to the post. Just tap reply to reply to the comment and enter your answer or confirmation.
Whenever you’re trying to leave a social media comment on someone else’s post, all you have to do is tap the comment bubble icon just below the photo to be taken to the comments page.
After you’ve entered your comment, just tap that post Send button.
Commenting on LinkedIn posts is incredibly easy. Just go to the post that you want to leave a comment or reply to a comment. To leave a new comment, click on the comment Option and a text box will appear. Type your comment and hit enter.
To reply to someone else’s comment on your post, open the post and click “X comments”Link (in the example below we can see that there are 2 comments) then click reply the comment you want to reply to.
Type your answer, then press Enter or Enter on your keyboard.
If you have a business account on Pinterest, this visual search engine recently improved the way it manages comments. While commenting may not be as common as other interactions on the platform, users can now see comments that have been left on their Pins so they can answer questions or respond to feedback.
First, click the megaphone icon to see recent comments on your Pins. Click through the list in the left sidebar to find unread comments that you may not have seen. Then click reply below the comment to leave your reply.
Enter your comment, then tap Enter or Return on your keyboard to send it.
To leave comments on other Pins, open the Pin, click the Remarks Tab and enter a message you want to leave on the pin.
If your brand has a presence on TikTok, you definitely want to make sure that you monitor comments and interact with viewers to grow your account.
To view comments on a video, tap the comment bubble icon on the right side of your screen. Then, to reply to a comment, all you have to do is tap the comment and a answer to [username] Text field is displayed with the keyboard of your smartphone.
click Send on your keyboard when you have finished your answer.
7. Sprout Socials Smart Inbox
To make your life even easier, you can edit most of your social media comments from within Sprout. Sprout’s Smart Inbox combines comments and messages across all platforms in one view, and you can reply directly from Sprout instead of logging into individual networks. You can keep filtering, tagging, and searching to make sure you’re focusing on your busiest channels or catching comments on a specific topic. Monitor notifications and respond to comments in your Smart Inbox at once using Sprout’s social media engagement tools.
You can start by reviewing your latest news to find the most important ones that appeal to you and respond to social media comments across platforms from one app.
Start managing your social media comments
Are you ready to manage your own social media comments? Get out there and get in touch with your followers and customers. Check out our Social Media Toolkit 2021 to tackle your social strategy more efficiently.