Comments are often an afterthought when publishing on social media, but they’re an amazing tool to build engagement for both personal and business pages.

Many social media users refer to comments to gauge others’ reactions. At times, the comments section can offer more information, entertainment, and insight than the post itself. We love to see it!

In this article, we discuss why you should be paying more attention to curating comments and offer tips on fostering a bountiful ecosystem of online conversation.

Start listening

Yes, you heard me! Social listening is a proactive approach of tracking social media platforms to identify any conversations surrounding your brand, your competitors, or any relevant keywords or conversations relating to your industry. Like social monitoring, it observes specific instances where your brand name is mentioned, receiving notifications whenever this happens. It includes setting up listening streams based on hashtags, employees, products, competitors’ products, campaigns, social sentiments, and any other talk around town.

“Posting on social media without engaging with comments is like entering a room, announcing yourself and immediately leaving. Embrace the opportunity to connect with your audience through meaningful conversation.” Jessica Bye, Focused Marketing Consultant.

Responding to comments

Grace them with your voice! Even a double thumbs up is outdone by a few words
Image via Pinterest.

Strike while the iron is hot!

Respond to comments as soon as possible. Responding within 24 hours will demonstrate active participation in the topic and encourage further engagement from commenters.

Conversation amongst your community will build rapport, can lead to new connections and is an opportunity to gain new information. For business pages, it’s a unique way to gather insight from an engaged audience.

Make sure you respond with a comment – don’t be tempted to simply like or react to comments. Even if it’s just a simple “thank you”, it’ll encourage more engagement than a thumbs up.

Respond with names

Using someone’s name is a powerful communication tool and even through digital comms, it encourages an emotional bond and conveys respect.

Don’t ignore or delete negative comments

This can have a negative impact on your online presence and reputation. By addressing negative comments, you show that you value feedback and are willing to engage with your audience. It also provides an opportunity to address any concerns or issues raised by commenters. This can help build trust and credibility with your audience. However, it’s important to tailor your response based on the nature of the negative comment. Take the time to understand the commenter’s perspective and respond accordingly. This human touch can go a long way in fostering positive relationships with your audience.

If the negative comment relates to customer service or a specific issue, consider providing contact details or a way for the commenter to reach out to you directly. This demonstrates that you are willing to address the problem privately and find a solution.

Remember, negative comments can provide valuable insights and opportunities for improvement. Embrace them as a chance to learn and grow, and use them as stepping stones towards creating better content and delivering a better experience for your viewers.

Tone of voice

Keep to the script.
Image via @paramountnz, Twitter.

Ensure the content you publish is aligned with your intended tone of voice, whether it’s your personal brand or your business page. This includes comments.

Whether your comment section will resemble a casual conversation amongst friends, a convention at your local council, or a 1970s newsroom, is up to you or your brand’s overarching goals. Just ensure it’s intentional and that the comments further your intent.

Business pages can use comments to build authority, educate or engage in a way that is aligned with their tone of voice. Consider commenting on posts shared by your network to celebrate achievements, provide thought leadership or share an opinion. If you can offer insight that is aligned to your expertise or add value through first-hand experience, do it!

Nurturing a healthy comment section

You are responsible for moderating content on your page and ensuring the comment section remains positive and productive. While debate and constructive criticism can be indicators of an engaged audience – inappropriate, hateful, or discriminatory comments are not okay.

You will understand what is acceptable on your personal page, but brands can create guidelines so comments can be moderated and unwanted ones deleted ASAP! If your business page has an audience spanning different time zones, you may want to consider shifts to ensure consistent monitoring. And when necessary, make use of block or report functions.

Keep responses polite and professional, including when you disagree or have a different opinion. And remember, you can’t truly delete something once it’s online.


Collaboration is the key to building a strong online presence. Curate and expand your network by following and engaging with people or business pages that you admire or would love to work with. Reshare posts and add your own take. Humour goes a long way.

By actively engaging with others in the comments section and joining relevant groups, you can create valuable connections and share helpful information. It is important to reach out to your brand advocates who already love and engage with your brand, as they can help drive further engagement and expand your reach. By becoming a part of online communities organically, you can forge meaningful relationships and foster a collaborative environment that will ultimately benefit your brand and its reputation.

Do you need to define your tone of voice? Engage in social listening, or develop a content strategy? Contact our team at Focused Marketing and make it happen!