Comments on Facebook page posts have become more important

Facebook has changed the way that page posts will be shown up in everyone’s feed. The aim now is to highlight page posts that generate conversation between people. Other page posts will still appear but there may be fewer of them.

Comments have always played a role in determining the algorithmic success of content, but now more than ever, social media managers have to consider to encourage people to converse with each other and their own friends within the comments section.

Knowing your users

For quite some time, we have known that ‘likes’ alone are not enough. Shares and conversations that drive engagement is crucial.

A good online community understands what its users are interested in, instigates conversation, brings people together, and can self-moderate.

Having a clear purpose for your community obviously helps. In GriefLine’s case it’s all about loss and grief support, meaning people know what they’re there for, and how its professionally trained volunteers can and do offer support.

Different slant on content

We’ve changed the way that we communicate with GriefLine’s users: the emphasis used to be using articles to educate people about loss and grief. Now, we use articles but the post highlights the positive approach GriefLine takes to its work. The result is a growing conversation and conversion into more calls especially from outside Victoria.

Our content curation is more focused as well. The message remains similar for each post, rather than a peppered approach which once talked about services in one post, fundraising in another, and a volunteer story in another.

Our research to ensure a more considered approach included learning about the organisation’s most active Facebook users, such as the people who regularly comment or share content – and what’s your relationship with them like? This has led to new inquiries directly to the organisation with offers of fundraising.


The trend of people just tagging their friends in posts has become more important, and they do generate conversations. Encouraging this is important, as is joining conversations to stimulate discussion. This applies to Twitter as much as Facebook.

Live video

If you’ve not yet played with Live Facebook video, start now. This is where Facebook is focusing its efforts in 2018. Crucially, live video also (according to Facebook) drives 6x more interactions than regular video.

Start planning how you can do live video now – such as looking at what is coming up during the year that you can do live, and how it can be added into content planning.


We regularly monitor the impact that our changes are having on our clients’ pages. Some have yet to make a difference, while others – especially tagging – are driving reach and engagement.

In the end, a  solid content and social media strategy that focuses on sharing appropriate and timely content with your users from different sources is what matters.