What the Facebook Blog Commenting System Means for Marketers

Lately, it seems Facebook is hitting on all cylinders. Recently they announced the availability of their commenting system for bloggers. Let’s discuss what capabilities this introduces as well as the potential impact it has for online marketers  for extending their reach. As more information comes in on this topic we’ll do our best to update you with a follow up post.

What the Facebook Blog Commenting System Means for Marketers

Moving beyond branded pages and like buttons Facebook now gives site owners the option to integrate a Facebook commenting system into their site. This new capability offers some interesting options, this post is meant to open the discussion on a few of these, and concludes with an important technical question.

Familiarity = Visitors More Apt To Comment and Share

One thing Facebook had done well, is invite users to engage and interact. Comments on photos, videos, notes, and comments abound.

When logged in Facebook users read a blog post, and then see their photo with an invitation to comment below the post that is styled just like it is on Facebook, they are more likely to engage, because it is familiar and easy (no prompts to fill out forms, login, or register.

Blog Comments Shared on Facebook Hit Feeds

Affinity comments. This has the potential to get more engagement on a post from those you might not have reached otherwise. I call these affinity comments. As your commenter’s likely have friends with similar interest, they are more likely to read and engage with what their friends are engaged in.

It’s worth mentioning per Facebook’s announcement, that those who respond to a friends blog comments will also have their comments appear on said blog. For marketers, the benefits is self evident, it helps increase your reach.

Recommended: Are Facebook Ads Better than Google Adwords? This guy thinks so. If a Facebook Marketing Strategy is what you need, then listen to this(Caution: somewhat strong language…and opinions).

Influential Comments Rise to the Top

Those whose comments are deemed by Facebook as most popular or most influential will appear at the top of the comment stream. It wasn’t mentioned, but fair to conclude that as the comment system matures, voting, liking, etc. will be introduced into the comment stream. This social voting will allow the most influential comments to rise to the top.

For marketers this can motivate commentors to monitor comment streams, and offer even more meaningful engagement.

Over on Techcrunch where the feature is being tested you’ll notice of all the comments, the most influential is on top (no surprise there for those who know Mari Smith).

While many comments came after Mari’s, her comments remained on top after 15 hours.

Comment as You or As A Page You Administer

Branded Comments. This gives page administers the ability to comment as the page, and thereby putting the stamp of a brand behind the comment and all the social influence that comes with it.

While I’m not yet certain (have yet to test the system), that those comments might also appear on the respective Facebook pages, and the comment responses on those pages could also appear on said blog. Again, this has to be confirmed, and may change as functionality is updated.

Bottom-line Benefits Facebook Commenting System has for Marketers

  • Potential for more engagement with site visitors.
  • Ability to assert your brand on blogs hosting Facebook’s commenting system, by commenting as a page administrator.
  • Influencer’s on top. If you are a leader in your market, you have opportunity to rise to the top of comments.
  • Less Spam. Didn’t mention this above, but true, less spam comments

Some say this could be a game changer for many. For certain, it has given bloggers who previously dismissed Facebook integration on their blog some new things to ponder.

A Technical Question

For those using WordPress, will these comments be stored in the comments database as with other 3rd party comment systems (Disqus, Intensedebate), so that blog administrators can roll back if they choose, retaining the comments from Facebook commenter’s? Still investigating this, and will test.

Chime in below with your feedback or insights.

Author: Travis Campbell

Husband. Dad. Marketing automator. Author. Educating and coaching others in their online business endeavors. Here's his Google profile.

18 thoughts on “What the Facebook Blog Commenting System Means for Marketers”

  1. I can say that the permalink-binding of these systems can present tremendous problems if you ever have domain name changes or update a blog’s category or tag list. For example, when the novice blogger puts all of their posts in “uncategorized” and an SEO wants to put the posts into proper categories. Disqus offers a rudimentary migration tool. If FB does not, there could be a lot of people with orphaned comments out there in these situations.

    1. Interesting point. Still don’t know if comments can/will be stored in the local WP database, perhaps you could revert to WP Comments, make the permalink changes, and then import into FB comments? Anyone with insights on whether FB comments would also be store in WP database chime in.

  2. Hey Travis – great tutorial and thanks heaps for the kind words here!!

    Hm, quick point about the Social Relevance element. You and I are personal friends on Facebook and you’re connected to my Page, so that has a lot to do with why you would see my comment on TechCrunch at the top for so long. It’s the same with the new popularity order (Social Relevance) wall posts on upgraded Pages – each FB user sees the posts differently.

    Much as I do feel this iteration of the Plugin is a gamechanger, the jury is still out for me as to whether I’d actually install it on my own blog in place of Disqus. I might add *as well.* And, will likely actively seek out popular blogs to leave my comment as my Page for strategic visibility. (The impressions on that comment I made on TC were on the high end!)

    1. Thanks for bringing out an important point not mentioned in the post Mari. Great points on strategic visibility as well. Any ideas on the lingering technical question if comments will/can also be stored in WordPress? Also, be interested to know of a list highlighting blogs with the Facebook commenting system installed.

      As a test, I put two browsers side by side, logged into Facebook with my account on the left, and my wife’s account on the right. To your point, she is neither personal friends with you or Liked your page on Facebook (gasp!). Hence, she sees different comments.

      I will be testing the system on other blogs I manage, and see what the results are.

      1. Aha! Very interesting – thanks for doing the side by side test with screenshots! :)

        I’d love to see a directory of blogs with the FB Comments – that’d be nifty. I’ve seen several so far, peeps shared links on my post the other day which is cool.

        Not sure regards the storing in WP part. I’m keeping my loyalty to Disqus for the time being! :)

  3. Facebook as one of the most famous social medium nowadays is doing an excellent job in helping marketers nationwide. What every business need is a marketing strategy that will increase their sales. However, a question I have in mind is if your domain name changes or you happen to update your blog what will happen to the system? 

  4. Facebook blog commenting is quiet different from general comments. It is really going to help marketers in coming days. It is the best social site which is used. Thanks for sharing this article.

  5. I’d like to hear your thoughts regarding the SEO value of Facebook comments. It appears that the widget limits the visibility of comments to search engine robots, so there DOES appear to be a trade-off in using them (out of the box, anyway).

  6. I can say that the union permalink of these systems can have serious problems if you change domain name or update the status of a blog or a list of labels. For example, when the novice blogger puts all his positions in “Uncategorized” and wants to put a list of articles in relevant categories. Disqus offers a migration tool rudimentary. If FB does not, there may be many people with comments orphans there in those situations.
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  7. This is very good start up for internet marketers. Social Media serves a lot in it. Facebook comments are taken properly sometimes. This is great article. Thanks for sharing this post.

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