Advertising capabilities on Facebook are becoming increasingly robust each month. Advertisers are seeing a plethora of inventory, ad units, and ad types emerge. With new marketing opportunities, advertisers continue to flock to Facebook to test new capabilities…however, with an increase in spend and visibility comes something else that is becoming increasingly scary to social media departments: negative comments.
With negative comments, of course, comes internal strife amongst paid and organic/social teams. Paid teams typically want to keep pushing ads, and organic/social teams want the madness to stop because of brand perception and experience, so …
What to do About Negative Comments?
It’s clear that ads are not going to stop on Facebook. It’s also clear that Facebook advertising done intelligently works quite well, so here are a few ways to manage overall expectations internally.
Gauge Percentage of Negativity: It’s quite common for advertisers to get comments on sponsored page posts; however, we only ever tend to hear about the negative ones.
What teams should do is get a sense of what percent of negative comments they receive as a comparison to their overall comments. Find a number that you’re comfortable with (for instance, 10%) and then monitor your percentage against that number over time.
It’s Okay to Delete: If users are inappropriately leaving negative comments on your posts, it’s not worth responding. There’s customer service, yes, but getting into a public commentating war with an unknown and seemingly unruly individual is a definite no. If you feel that any comments are unwarranted or not in good taste, simply delete them and move on.
Evaluate the Quality of the Comments: Have you truly looked at the quality of the comments that are negative? Are the users using the letter “u” instead of the word “you?” Are there misspellings, incoherent sentence run-ons, or non-sequitur comments that have nothing to do with your ad or your company? If the answer to most of your negative comments is yes to any of these, are these the people who you want influencing your overall marketing strategy?
Leave it to the Data: This is the trump card that is quite difficult to argue with as an advertiser: let the data do the talking. For instance, when I see stories showing ROI increases of 197% or ROI in 14 Days, well then as an advertiser, this is my indicator that users are not only clicking on ads, they’re having a positive experience with them all the way through to a sale.
With paid advertising, the metrics that tell us people don’t want to see ads anymore consist of click-through rate, conversion rate, sale conversion rates and ROI. When you start to see the back-end data metrics fail, then you should be worried. Until then, though, think about what other ads you would pause that were outperforming complementary ROI channels by 52%.