On June 14, 2019, Facebook introduced a new comment ranking system to its pages for public figures, organizations and businesses. The latest comment ranking protocol moderates comments made on the public posts of pages with “many” followers.
The ranking system is Facebook’s most recent effort to deprioritize content which could negatively affect the credibility of pages or encourage instances of hatred, bigotry, spam or irrelevance. Ideally, this Facebook comments ranking update will reduce the presence of clickbait in comments, while also bringing to the forefront comments Facebook users most want to see.
How Will Facebook Rank Comments Moving Forward?
To determine the quality of comments, Facebook will use data from four metrics:
- Integrity Signals: Comments which violate the Facebook community standards or which are deliberately provocative, argumentative or discriminatory, or unrelated spam, such as clickbait, will be ranked lower.
- User Surveys About Comments: Evaluations, initiated and measured by Facebook in which users can express opinions about what they find most useful, beneficial and interesting from comment submissions.
- Comment Interactions: Comments with more significant community interactions in the form of likes, reactions and replies will rank with higher priority, assuming they meet the other moderation standards.
- Poster Controls: The poster of the original content can hide or delete unwanted comments and manually rank them lower.
The new ranking system is activated by default for public pages with “many” followers (Note: Facebook has not publically defined “many”). However, marketers can manually alter their page settings to override the default and display comments in chronological order, if desired.
Why Is Facebook Implementing A New Comment Ranking System?
Facebook’s goal is to show users the highest quality and most relevant content when on a page. Justine Shen, Product Manager of Facebook, said, “We’re always working to ensure that people’s time on Facebook is well spent. One way we do this is through ranking, which promotes meaningful conversations by showing people the posts and comments most relevant to them.” The social media platform is striving to improve relevancy and quality in a space that can be flooded with spam, slander and negativity. The new Facebook comment ranking process will help to display comments that align positively with integrity signals more prominently.
What Does The New Facebook Comment Ranking System Mean For Digital Marketers?
The Facebook comment ranking update is advantageous to brands as it may positively impact brand perception and demonstrate brand authority. This may occur because the new ranking factors should help marketers display their most engaging and useful comment conversations to page users. If a brand feels their page often endures scrutiny because of controversial comment interactions, this update could be beneficial.