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7 Best Practices for Facebook and Instagram Comment Moderation

By Chelsea Verstegen
Social media comment moderation for Facebook and Instagram can be time consuming. Here are best practices for responding and driving more sales

While social media is best known as a place to easily share content in real-time, businesses quickly realized the undeniable benefits of using their social platforms to connect with the more than 3.8 billion people that use some form of social media. 

Communicating over social media allows you to break down the typical formal barriers that separate businesses from their consumers. It’s a great way to be personal, but it’s also important for driving your brand image, and coming across as a thoughtful, caring company. Here are a few best practices for moderating your comments section and direct messages on your public social platforms to engage your customers and build strong relationships.


1. Respond to Everything

Your business should respond to all customer comments, even if the reply is as simple as a “like” or emoji. Your response to new comments should be prompt and as helpful as possible, so pay attention to your social media and email notifications. This encourages your customers to continue to post comments which leads to consumer trust, brand recognition, and ultimately increased sales. According to Forrester, 80% of consumers use social media to engage with brands. That’s a huge market that you’re neglecting if you’re not responding to commenters. 

If this doesn’t seem feasible to your company, either because of employee bandwidth or too many social media interactions to keep up with, Chatdesk Teams can help you moderate comments 24/7 with personalized responses that perfectly match your brand voice from day one.


2. Paid Ad Comments Matter, Too

When you run paid ads, you shouldn’t just set them and forget them. Customer interactions happen there, too, especially since they are targeted to your ideal audience. Take the same response measures that you would for your organic social posts so that your future and current customers know you’re always available to help.

3. Make it Personal

Nothing about an automated response feels warm or helpful. According to Hubspot data, 86% of consumers prefer an authentic and honest brand personality on social networks. You want to reflect your brand’s tone while also showing that you’ve got real humans manning your channels and responding to user comments. Show some personality and throw in an emoji here or there — your customers will appreciate your authenticity.

4. Address Sensitive Comments

Don’t shy away from sensitive comments. If a customer is asking tough questions, they should be addressed the same as if they were praising your brand. It’s important to be transparent when you can, and if you ignore the comments or questions, other consumers may begin to doubt your brand’s motives. 

If, for example, someone directly asks you a touchy question about your pricing being too high, where your products are made or how environmentally sustainable you are, be honest. There are other ways for them to find out the truth, and if you’re upfront, you have the chance to show your brand’s integrity and potentially turn a detractor into a customer relationship.

5. Don’t Stand for Trolls or Comment Spam

If someone is harassing your company on social media, don’t be afraid to hide their inappropriate comments, or even block the individual. Spreading lies, being overly aggressive, using profanity, writing spam comments, or making groundless claims about your company are all reason enough for you to remove someone from your follower list.


Spammers can quickly tarnish your brand’s reputation if left unchecked, especially since other customers often scroll through your comment threads, so don’t hesitate to take action. Familiarize yourself with the spam filters and comment settings offered on your various social platforms. Facebook and Instagram both offer moderation tools that let you block certain keywords and hide inappropriate comments so only approved comments appear on your page. They even give you the option of closing comments if need be, but we recommend only using this in extreme cases.

6. Use Your DMs

If a response to a question or comment on your page requires the disclosure of order numbers or other sensitive information, shift over to your Direct Messages (DMs) or email to protect the security of the comment author. Order-related questions or questions that may require a more in-depth response are good to handle through your inbox rather than in your comment section. Simply add a note to the commenter acknowledging that you’re switching your communication to your DMs so the customer knows to check their inbox, and any other followers that may come across the conversation know that you didn’t neglect to respond.

7. Use Social Listening to Improve Your Business

Your comments can tell you a lot about what may be missing from a segment of your business. If you’re getting loads of the same questions about a certain product, you can update your FAQs to address the question instead of posting the same response dozens of times. If you find that you’ve received a large number of customer comments about long hold times for your phone lines, you can prioritize more help for customer support. 

Many companies simply don’t have the time to meticulously go through every single comment across multiple channels to identify commonalities. Chatdesk Trends can analyze your social comments across all platforms to identify what your customers are saying about your brand, and automatically tag and sort them in a way that’s digestible and easy to analyze. Not only will you save hours upon hours of time, you’ll be able to quickly identify the most pressing issues your customers are facing, and make moves to address them.

Moderate Your Social Media Messages with Chatdesk

Maintaining a business, much less a social media presence, is extremely time consuming. See all the ways Chatdesk’s personalized customer support, including branded comment moderators that work across your social media platforms, can proactively and reactively assist you with helping your customers 24/7.

schedule a Chatdesk demo now


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