By Caitlin Brennan

June 2nd, 2017

How often do you find yourself agonizing over every detail to create the perfect Facebook ad? Once the ad is placed it’s a given that you must evaluate the results and make adjustments accordingly. You may have the best ad in the history of Facebook, but if you forget to monitor and reply to comments left on the ad you risk turning a great ad into a ticking social media crisis bomb.

Here’s everything you need to know to make sure you are setup to effectively reply to all the comments coming through your ads.

You may have seen this happening to other advertisers when you’re scrolling through your News Feed. A promoted post hangs there, with hundreds of people leaving comments or questions to no avail–causing the conversation to steer away from what the company wants to promote, to the fact that the company is not listening to its potential customers.

You have likely come across a compelling ad and wanted to learn more about the product. Before clicking on the ad and heading to the website, perhaps you notice a number of comments under the post. Facebook users can be keen to learn more by jumping into the comments of these ads, share their experiences with the services, debating pricing, etc.

If you have ventured into the world of comments, you have likely seen instances where the brand has not responded to questions. There are even some guilty parties in the social media marketing business itself. It’s easy to scroll through your Facebook feed and spot ads that have been running for a few days where the conversation has grown heated yet the brand has remained silent. People are left thinking, why is this company pushing its messaging onto me, then running away–why are they advertising to me on social media but not being social?

To illustrate, check out an outstanding example of how to reply to ad comments from vitamin company Ritual. This ad has over 1.1K comments, the majority of which the brand has taken the time to provide thoughtful replies.

Facebook Ad Comments

Not only does the value of each of these unattended ads plummet, the company’s reputation can too. It’s extremely risky. This is one of the biggest and easily avoidable mistakes anyone advertising on Facebook can make. The simple rule to avoid this problem is to: reply to the comments people leave on your Facebook ads.

Of course, it may be a simple rule, but in practice you need to have social setup where you can stay on top of such things. Not all comments are instantly detectable.

Missing notifications
Seeing the notifications can be tricky for many advertisers, who publish an ad through Facebook’s Power Editor and never see it again. There could be hundreds of potential customers asking questions on the posts.

When you are signed in as Facebook for Business, they might be lost somewhere in your Admin Panel’s red notifications.

Facebook Ad Comments

Notifications can become indecipherable and pile up after just a few minutes.

Here are three ways to ensure you’re set up for success when engaging fans on your promoted Facebook posts:

  1. Resolve on a strategy before you publish your Facebook ad
  2. Make sure you’ve got a birds-eye-view on your ads
  3. Filter your messages into one place

Resolve on an engagement strategy before posting ads
Is your messaging somewhat controversial? Anticipate any crises and nail down the language you want to use in your response. If people want to use the ad comments to discuss sensitive subjects–perhaps they’re asking about canceling a subscription–are you going to provide the answer in the comments, or link to a page with the answer?

If people are ganging up on the company in regards to one topic, how can you effectively respond to their questions and also steer the conversation towards something more positive, perhaps with a new comment?

Get a bird’s-eye view of your ads
Whether you are a social media manager, a lead generation advertiser, or a community manager, make sure your entire team has a bird’s-eye-view on all the content you are promoting on social. Set up your team so that community managers know when ads will be deployed. Make sure there is a process in place so that the whole team has access to the notifications that are coming through, and make sure it is clear which team members are responsible for answering queries and engaging fans.

Filter your messages into one place
Falcon provides a solution to the messaging madness by offering one inbox for all social engagement. By having all your social networks connected in Engage, all your incoming comments and questions will appear in one place–filterable and arranged by priority.

You can then check off each answered comment as you go. The benefit being that potential customers will be happy, newcomers to the thread will see your engagement, and the organic reach on your answers will start ticking higher and higher.

The importance of getting a handle on your comments is only becoming more poignant. Paid ads and social customer service are now intersecting. It’s vital that the people who are running your social media marketing and the people engaging your communities work hand-in-hand. It’s time to remove the silos, stay agile and successfully get ahead in your social media marketing.

Creating a social media strategy.

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