How to Automate Replying to Facebook Comments

How to Automate Replying to Facebook Comments

If you have an engaged community on Facebook, selling products on your Facebook Page, or generally using Facebook as a growth tool for your business, you’ll know the problem: keeping up with all the comments. 

Getting even more complicated if you’re in charge of many Facebook Pages. One of the things that could help is Facebook comment automation. Let me show you why – and anticipate some of your questions.

Like this one:

Wait, is using automated replies to Facebook comments even a good idea?

For the record, I’m not talking about social media bots and auto-replies on Facebook Messenger (read more about these here). What I will talk about in this post is automatically replying to comments on Facebook posts – both organic and sponsored ones. 

Think of it as your Facebook autoresponder – the automated replies you use to respond to comments left by your customers and prospects (but also sometimes your competitors or fake accounts).

And to answer the question in the heading. Of course, it’s a good idea. But there are caveats.

I’m old enough to remember when marketers only started using social media. Back then, many frowned upon the idea of automating what’s supposed to be free-flowing, organic conversations. Some had very strong opinions.

But as brand pages on Facebook, Instagram, and other social media channels grew – and social media became an integral part of marketing, with barely anyone questioning it ­– things have definitely changed. And marketers started looking for ways to make automation easier and more scalable while still keeping the conversation natural.

Today, we don’t question marketing automation – it helps us be more productive, saves tons of time, and lets us scale our businesses. And social media automation is part of it. The key is to do it right, with a smart marketer always keeping an eye on things. And this applies to Facebook, of course – so let’s dive into this one for now.

Facebook Comments Auto-Reply

Facebook Comments Auto-Reply

Set up smart auto-replies for your organic posts and ads on Facebook. Automatically hide or delete spam. Try it for free:

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The benefits of automating replies to user comments on Facebook

Let’s start with why even automate replies to Facebook comments (I’ll then talk about how to do it.)

Facebook comments auto reply - MCU Vision GIF

Save time responding to customers on Facebook

This is crucial for people who deal with many repetitive comments or run many Facebook Pages for their clients, like in the case of social media agencies. By automating some of your replies, you can handle that first touch with the customer, like:

  • Give the details of a product, e.g., its price
  • Inform the customers about your opening hours or how to get to your physical location
  • Respond to common complaints while your team is working to fix a problem

Automated replies on Facebook give you that extra amount of time for more complicated issues while the simple ones get answered instantly.

Improve your Facebook response rates – and your customer service

Speaking of instantly. Customer service teams all over the world chase their holy grail – response rates. Quickly answered comments or questions from customers on Facebook is often what defines an effective customer service team. 

And in today’s instant world, customers will expect immediate answers – regardless of whether that’s possible.

But we’re only humans (and sometimes too few). Social media automation can be our ally here, helping get that first response out in a matter of seconds. And letting your customers know that they’re cared for.

This brings me to the next point.

Build an image of an engaging, customer-centric brand

It’s one thing to take slightly longer to reply and another to leave customers and prospects hanging indefinitely – because maybe you missed a comment (because it was under an ad.) 

You might think it to be counterintuitive to say that automation can actually help you be more human. But if you’re reading closely, I hope you already see how it can actually help you focus on your customers more.

Read on to also see what to watch out for not to overdo it.

Get rid of spam and hate comments easier

Automating comments on Facebook is not just limited to auto-replies. Social media automation tools let you delete or hide comments based on specific keywords (like profanities), so you don’t have to do it manually. 

You can also hide Facebook comments with links automatically, for example, under your ads (as links usually mean someone is trying to direct your traffic to their website – not cool.)

Speaking of which.

Help your ads convert better

Interactions on ads and sponsored content are a very specific case. It’s really easy to miss comments, especially when you’re running multiple ad campaigns – and your PPC guy (or gal) is not really responsible for moderating the conversations.

The good thing with NapoleonCat is, you’re going to see all the Facebook ad comments in the Social Inbox, already saving you time. But you can go a step further and automate some of your comment replies, like the ones that pertain to the price or product features. 

You can also automatically hide links or spam. This is crucial if you don’t want your ads to display to your prospects with, e.g., competition links below them or unresolved complaints (that’s not a great use of your ad budget.)

Protect your Facebook Page from SPAM

Protect your Facebook Page from SPAM

Automatically hide or delete comments containing spam under your organic posts and ads. Try it for free:

Try NapoleonCat free for 14 days. No credit card required.

Get yourself some extra time before things blow up

Automating Facebook replies can give you just that extra time you need to tackle more serious issues while not ignoring your customers.

For example, if you have a service outage (that most likely happened on the weekend, right?), and your team is scrambling around the clock to fix it, you can save your social media people’s time by letting them set up automated replies to comments from upset Facebook users.

That way, they’ll know they’re being heard while your team gets some more space and time to handle the unpleasant situation (if you’ve ever been in one, you’ll know.)

Reply even when you’re not there

Finally, automating Facebook comment replies can be helpful if you have customers in different time zones or are taking a break (and don’t want to spend your vacation glued to your phone, although I know you still might do it ;))

Letting your customers know you’re out but someone will reach out at a specified time gives them a clear message you’re interested in talking to them, plus helps manage their expectations.

How to set up an auto reply in a Facebook comment 

Now let’s take a look at a practical way to automate replies to comments on Facebook using NapoleonCat.

  1. Go to your Social Inbox in your NapoleonCat account and click Auto-moderation in the top right corner. This is where you’re going to set your auto reply rules – like when the reply should be posted and what words or expressions should trigger it.
Facebook comments auto reply
Click on Automoderation in the top-right corner in NapoleonCat.
  1. Then go ahead and add your rules. Choose the Facebook Page and specify the trigger. These can be:
  • When someone publishes a post on your Facebook Page
  • When someone comments on your organic post or an ad
  • When someone mentions your profile or comments on a mention
  • When someone comments on a specific post
  • And more.

Then, further narrow it down with a condition:

  • All Facebook comments
  • Text-only comments
  • Only comments that include a link
  • Only comments that include a picture or video.
Facebook comments auto reply - reply conditions and triggers in NapoleonCat
Various reply triggers and conditions in NapoleonCat.
  1. Then specify the keywords and phrases that will trigger your Facebook auto reply. If you’re automating a reply related to your pricing, these could be words like “price”, “how much”, etc. You get the gist – anything that often appears in your user comments that likely indicates what they’re asking about.
Facebook comments auto reply - keywords
Creating a Facebook auto-reply.
  1. Choose how you want to reply:
  • In a Facebook comment
  • In a private message.

You can also choose not to reply and instead, e.g., hide or delete the comment. This will make sense when we’re talking about spam, unwanted links, troll comments, hate speech, or profanities. 

  1. Then create the contents of your automated Facebook reply. To avoid repetition (and sounding like a robot), it’s best to create several versions. The system will randomly select one to post automatically.
  1. Define the rule schedule. You can choose the reply to automatically send on selected days (like, e.g., on the weekends when you’re not there) or during designated hours. Or you can let it run 24/7.
  1. Set up an email notification to know every time the rule is triggered. This will help you keep an eye on the whole thing.
Facebook comments auro reply - rule schedule and email notifications
Rule schedule and e-mail notification features.

The video below explains the process in detail – so take a look and follow all the steps:

What to look out for in your Facebook auto replies

As I said before – social media automation is a really helpful tool, but it needs a smart marketer behind it. Here are a few things to remember when setting up your rules.

Be human – and talk like a human

Automated Facebook replies don’t have to sound robotic (they shouldn’t, actually.) So write your responses to sound like they’re coming from an actual person. And remember – you’re on Facebook, and not writing a formal letter to an attorney.

There’s no shame in automating Facebook comments – if only for all the reasons I mentioned above. And as long as they can actually be helpful parts of the conversations with your customers on Facebook. 

If appropriate, you can even use humor (but be careful with that one and evaluate the situation first). Definitely use your empathy and get in your customers’ shoes. What would *you* like to hear from a brand in that situation?

Create multiple variants of your auto replies

People might get annoyed to read the same automated Facebook reply all over again, even if it’s human, funny, and whatnot. And I get them.

So create many versions that will help you avoid this. You can consider posting on behalf of different team members. Or just change the wording, so you’re conveying your message but not doing it in the same fashion all over again.

Keep a human eye nearby to step in when necessary

This one’s super important. Algorithms are just code. They can’t replace an actual human (at least not yet). Although they can support humans and make their lives easier.

So check your notifications every now and then and keep your finger on the pulse. And if you need to make changes, do it. 

Facebook auto reply - monitor your auto replies

Maybe one of your replies doesn’t go down well with your clients? Or perhaps you were trying to be funny, but your upset customers are unable to appreciate the humor? Instead of getting frustrated with your customers, rewrite your Facebook replies and adjust your rules to respond to their needs.

And don’t be afraid of Facebook automation

Though sometimes demonized, it’s an effective tool to increase engagement, improve your customer service and brand image altogether, and give your team a productivity boost.

 What it definitely isn’t is a robot replacing humans. Humans did write all these messages, remember?

Let Facebook auto replies help in your day-to-day

And use them wisely. They’re a helpful tool – but you’re the marketer here. So make them work for you and your customers (and not the other way round.)

Oh, and good luck!

Auto-replies for Facebook comments (Ads included)

Auto-replies for Facebook comments (Ads included)

Tired of repetitive questions? Or spammy comments under your posts? Let NapoleonCat handle all of that:

Try NapoleonCat free for 14 days. No credit card required.