Here’s something you’ll agree on:
Consumers avoid ads. They hate, ignore, and block them. Put it to the latest update of Facebook feed, and it happens that we marketers have to forget about brand communication with consumers in this social network.
Well… not really.
The core factor of marketing success on Facebook is two-way communication. For business pages, it’s crucial to understand how to write Facebook comments so consumers would respond and feel the loyalty of a brand. It makes users find themselves involved in a product development and become brand evangelists to buzz about it.
Why it’s important:
Today, people receive information about brands from social connections. They don’t trust ads but their friends and influencers they follow on Facebook. As a marketer, you need to advocate buzzing about your business; for that, do your best to communicate with the Facebook audience so they could trust you, like you, and talk about you.
Comments are one of the best ways to engage consumers in communication with brands. To trigger positive feedback on your product or service, you might want to learn how to write Facebook comments on behalf of your business page.
Here’s how to do that.
Follow your brand tone of voice
I bet you know what plagiarism is and why it’s not okay to copy communication style from other brands, regardless its wittiness and popularity.
Your tone of voice is how your brand speaks and expresses its mission, philosophy, and attitude toward its audience. More than that, a brand voice assigns lexical items and speech patterns you’ll use for communication.
A brand with no voice can’t be authentic and persuasive; that is why it would be great to have a manual describing the rules of communication with your audience. Big dogs like Skype or MailChimp have them:
“If your mum couldn’t understand what is being written, then it’s not the Skype voice.”
Simple as that.
Be authentic, have a conversation, communicate in the way your consumers prefer, but it shouldn’t conflict your tone of voice. In a perfect world, marketers specify it beforehand so that voice would resonate a target audience as well as brand’s mission and values. It’s important because one and the same message sounds differently and communicates different shades of meaning, depending on a tone you use. When writing Facebook comments, consider this:
(Speak directly with consumers, especially if they post on your page wall. Reply their comments.)
Real-time dialogue with your consumers.
(Specify your brand position, and never ignore negative feedback if you see it’s useful criticism.)
Authenticity of your message.
(Speak like a person, be flexible, conversate naturally, don’t be afraid of looking spontaneous.)
A palmary example is Chips Ahoy!, answering each comment, including those negative ones, and engaging consumers in conversation that syncs with their overall brand strategy. Facebook users do love when brands talk with them! What’s in there for you? Expanded brand loyalty.
Stay positive and understanding. Don’t tell the audience how to live their lives: every person has dignity, and no one appreciates preachments, especially when they come from a brand.
Engage them so they would want to comment
I would reinvent a wheel if said that different content types could help your Facebook page find new lease of life; however, it’s so. To engage consumers and trigger feedback from them, your product descriptions and links to blog posts are not enough. If you want consumers to like, share, and comment your Facebook page, do your best to post content they will enjoy:
- with no promotional links;
- with no lead-capture hooks;
- with no transaction;
- written in appealing forms;
- interactive and with a call to action.
Such posts build trust and let consumers know you are on Facebook to serve and delight them, not simply promote your product.
You may be wondering:
“What content types, exactly?”
The phenomenon of quiz popularity isn’t new, but social media environment gave it a push. As Sherry Turkle from MIT said, “people have always been taking quizzes, but before social media, you were doing it for yourself, but now they are specifically for performance. Here, part of the point is to share it, to feel “who you are” by how you share who you are.”
For consumers, it’s important to not just take a quiz but share its results with followers. As a marketer, you can use this psychological trick for your benefit.
Personality or knowledge tests work best here.
You have that favorite quote resonating your inner self, don’t you? So do consumers of your Facebook content, and it’s scientifically grounded why. Such content teaches, motivates, and inspires; posting quotes on behalf of your brand, you’ll trigger positive feedback from fans by all means. They work well because they cover many interests and connect us with different people.
That’s how Hostel World does it:
Combining quotes and questions, the brand encourages responses. It’s a call to action, natural and unobtrusive one.
Another efficient way to engage the audience, interact with them, and trigger feedback is a contest, great to run on your brand page timeline.
But here’s the catch with this content type:
Your contest shouldn’t be too demanding because followers will ignore it then. (Let’s face it, people are lazy when on social networks.) Also, be careful when choosing a prize. Consider something related to your brand rather than iPads or iWatch, because all those iWants do nothing but attract freeloaders who don’t give a damn about your product.
Here are some contest ideas for your Facebook page: caption contest, comment to win, selfie contest, Q&A contest, etc. Choose those syncing with your brand strategy most.
Source: Dubai Dolphinarium
4. Fun content
Nothing influences Facebook engagement better than content aimed at entertaining your consumers but, at the same time, compelling them to respond.
Variants are numerous:
“who are you?”
questions (like at Red Lobster)
posts (like at The Pet Collective)
“what would you choose?”
posts (like at Birdsnest)
posts (like at Sarcasm Factory)
Aforementioned content types will engage consumers and make them want to interact with your Facebook brand page.
But you can do even better:
Go beyond posting content that engages. Reply comments in a way to trigger extra feedback and, therefore, influence your organic reach.
How to write Facebook comments in return?
Guiding questions in answer to consumers’ comments will compel them to continue communication. Such open conversation with each follower builds trust and loyalty to your brand: Facebook users see you are real, interested in their thoughts, caring about them… In other words, you make customers feel valued.
Starbucks does it right:
How to reply critical and negative comments
As a rule, Facebook users have two reasons to comment at brand pages: they want to share a positive experience or, what is more often, complain so everyone could see how angry, upset, and disappointed with your service they are.
A big mistake would be to ignore such comments. Whether positive or negative, they allow learning business and target audience better to improve your product/service and build long-term relations with consumers. Given that 88% of people read reviews to decide if a brand is worth their attention, 72% say they trust business with positive feedbacks, and 65% are more loyal to brands responding to customers on social media, you might want to consider working with both positive and negative comments for better business results.
So how to write Facebook comments in response to negative feedbacks?
First of all, respond them no matter what. Otherwise, people will think you try to ignore the problem and don’t care about their opinions at all. Other members of the community can see that negative comments and burn your customer support. Your response will illustrate the intention to help and the understanding of your consumers’ concerns.
- Thank the consumer for his feedback.
- Apologize for the situation.
- Stay concise and non-confrontational. Make the complainer know you understand the issue and will do your best to help him.
Source: Bank of America
Be patient. Ask the complainer if you can contact him privately to get more details on the issue and resolve it faster. Once you’ve agreed on a solution, it’s okay to ask that person to remove his negative comment.
Some users believe that brands delete negative comments from Facebook to save reputation, so they post feedbacks at personal pages. Do your best to monitor brand mentions in order to reply consumers’ comments and reviews there, as well.
I can almost hear you thinking, “And what shall I do with haters?”
Feedback is useful when constructive and insightful. If you see a Facebook comment from a user who can’t validate his complaint but simply picks a fight with you, don’t go for his provocative acts.
Tactics to handle those haters are as follow:
- Hide or delete such comments.
- Ban haters or report them to Facebook.
Also, you can moderate comments before approval to work only with relevant ones, no matter how positive and negative they are.
Long Story Short
Brand communication on social media speaks volume. It influences reputation and loyalty, helps marketers communicate a message, and allows them to build long-term relationships with a target audience. Speaking about Facebook, engaging content and positive feedbacks from consumers can drive business results as well as cultivate brand advocates among followers and influencers.
Pay attention to how you write Facebook comments on behalf of your brand. Learn to communicate with your audience, don’t ignore their reviews even if negative – and your business page will stand out in a crowd.
It’s time for openness and humanity on social media, don’t you agree?