If you use Facebook Ads as part of your social media marketing strategy, you know that you need to carefully monitor and thoughtfully moderate the comments users leave on your sponsored posts. In other words – you should not only listen to your customers but also make sure that you’re always listening.
This means you should react, answer questions, reply to suggestions, and engage in discussions – always.
And you need to do it quickly, as response time is one of the key drivers of customer satisfaction. That can be a challenge as some ads may get much more engagement than organic posts. Here is where Facebook Ads automation comes with help.
In this blog post, you will find out why Facebook Ad comment moderation is of crucial importance to any company, and how you can use third-party tools as great assistance.
Why you should moderate comments on Facebook Ads
According to the PwC Global Consumer Insights survey, social networks are the most influential medium when it comes to finding inspiration for purchases.
Moreover, more and more people use social media as a great source of opinions, reviews, and recommendations concerning products and services. Most likely you pay attention to all the positive ones, which is great. But the question is – what do you do with all those negative or spammy comments? Hopefully, you don’t ignore them. Doing so can be a big mistake.
Just think about what you do when you’re using social media for finding a product you want to buy. Imagine that you see an ad for this product. Even if it looks great on pictures or on videos, and it has a well-written description, do you buy this product right away or do you read some of the comments and opinions added by others first?
Most users start by checking others’ opinions. If they see many negative comments, they start to look for an alternative product. That’s why it’s so important to monitor comments under your Facebook ads as well as moderate them. Without doing that, not only can you lose the money invested in your Facebook campaign, but also potential customers.
If your campaign works great and you get really high engagement under your ads, can you manage to respond to all the comments manually? One by one? Even if you have hundreds of them? And what if you are offline and can’t monitor nor moderate comments on Facebook ads? And you know that current consumers are more and more demanding and expect really quick responses.
It’s really much more effective to automate your Facebook campaign moderation if you’re dealing with a high volume of comments. If you can answer comments under your campaign posts quickly, not only are you driving more engagement for your campaign, but you’re also showing that you are responsive and helpful. Moreover, you get a chance to provide information that can be useful for those reading the comment thread and considering a purchase.
Automated comment moderation tools
This can easily be done with NapoleonCat’s Automoderation feature. This Facebook comment moderation tool can automatically detect keywords or specific types of content (for example, comments with links) and automatically react with preset replies. Auto replies can streamline dealing with complaints or negative opinions (e.g. by leaving a ‘thank you for your opinion’ note and moving the conversation to private messages), or even hide inappropriate comments from trolls or your competitors.
You can also define more specific triggers for your automoderation rules. You can set a rule that will work for all dark post comments (further limited by a chosen condition), top-level comments only, or only darkpost sub-comments. You can make your automatic replies on Facebook more relevant to your customers’ questions and actually deal with their issues in real time.
Each time an Auto-moderation rule is triggered, you will receive an automatic email notification. This way you’ll also discover negative comments on Facebook much quicker than if you were to do that all manually.
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How to manage comments on ads with NapoleonCat
Log in to NapoleonCat, go to the Inbox section, and click Automoderation link in the top right corner.
A window will pop up. Here you can create your specific rule by clicking Add new rule button.
Let’s try and create a rule that will automatically hide offensive or inappropriate ads comments with automated moderation. You can also watch this video tutorial to see how it’s done step by step.
The setup is pretty intuitive. Name your rule and choose the Facebook page for which you want it to work. Then, define the trigger and additional conditions. As shown above, there are various types of triggers that you can further specify with a specific condition.
If you want your rule to work for specific users only, you can select a user tag. User tags can be defined in the Project Settings and are applied manually in the Inbox by moderators. Once a user is tagged, any of his/her future messages will be marked with this tag. As an example, you can tag your competitors or trolls and choose to automatically hide their comments.
If you are worried about offensive language showing up in your dark post comments, you can set up a moderation rule to hide comments containing specific words or phrases. This way you can reduce the risk of your company’s image being defiled by some Internet anti-heros.
You can also schedule your rule to work during certain days and hours. For example, if you have a big team of social media moderators keeping an eye on your social media during traditional office hours, you probably won’t need auto-replies during their shifts. In such cases, you might want to set up a rule schedule that will cover the times of the day when your team is offline. To do so, check the Rule schedule box and mark the time slots to activate the rule. If it’s marked grey then that means active in time for your rule.
Moreover, you can automate your moderation process by setting up automatic email notifications to the people who should help in dealing with specific customers’ queries.
Protect your social media from hate & spam
Set up Auto-moderation rules and protect your social media accounts from hate speech, inappropriate comments, and spam. Try it for free:
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Of course, automated moderation won’t replace real human interactions. But it will help you to provide customers with fast response times and a positive experience as people are more inclined to stay with a brand if they’re quickly taken care of. Moreover, it will help you filter those queries that need an individual approach and more attention.
FAQs – Disabling comments on Facebook
As a bonus, we touch upon disabling comments on Facebook without using any third-party tools. It is somewhat possible but very limited in its features.
How to disable comments on Facebook Ads & organic posts using Facebook
Here’s the thing – Facebook only allows to easily turn off comments in Facebook groups. For a Facebook Page, that option is unavailable. You can use Facebook Page moderation to disable comments under all your ads and organic posts using keywords. Go to Facebook Page Settings > General > Page Moderation and type in the most popular words like “do”, “to”, “you”, etc.
The drawback to that feature is that it will turn off comments on all of your ads and posts. Plus, you can’t be sure that all the comments will be disabled, given that some users may use words that are not included in your Page Moderation rules.
Should you disable comments on Facebook Ads?
Disabling comments on Facebook completely is generally not recommended. Customers are usually happy to be able to give you feedback, whether positive or negative – it’s valuable. If you turn comments off on Facebook ads, or on your organic posts, you risk frustrating and alienating viewers who may have something good to say about your brand.
Moreover, Facebook ads without comments look suspicious. Plus, there’s no social proof of engagement (which makes an ad less interesting). Proper Facebook ads automated moderation is a much better option if you’re afraid of spam or hateful comments. And this is what NapoleonCat offers.