Ignoring comments on social media: why silence costs

Key takeaways

Ignoring comments on social media costs a business twice. The person who asked loses interest, and everyone who reads the post later sees a business that does not answer. Replies also start conversations, which platforms reward with more reach. A 10-minute check twice a working day keeps most small accounts on top of comments.

• An unanswered price question is a lost sale in public.
• Replies add conversation, which platforms tend to reward.
• 10 minutes twice a working day covers most small accounts.
• Reply to buying questions first, compliments second.

Why does ignoring comments cost so much?

Ignoring comments costs so much because comments are where buyers ask the questions that come just before a purchase: price, availability, area and timing. A post keeps being shown for days, so an unanswered question goes on being read by other potential buyers, each of whom learns that you do not reply.

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Do replies really help reach?

Replies help reach because platforms such as Facebook, Instagram and LinkedIn favour posts that start conversations between people. A comment answered with a question often brings a second reply, and that back-and-forth signals that the post is worth showing to more people.

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How fast should a business reply to comments?

Reply to comments within the working day, and to buying questions within a few working hours where possible. Customers often ask several businesses at once. A quick, helpful public answer, with an offer to continue by message, is usually the best response to a price or availability question.

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How do you keep up without it taking over?

Keep up with a simple routine: check notifications at a set time morning and afternoon, answer buying questions first, then thank people briefly, then hide spam. Saved replies for common questions speed it up, as long as each reply is adjusted to the person.

• 1. Check at fixed times, twice a working day.
• 2. Answer buying questions first.
• 3. Thank or like other comments.
• 4. Hide or delete spam and scams.

Do you need to reply to every comment?

Not every comment needs a written reply. A like on a simple compliment is fine, and spam should be hidden. Every question, complaint and buying signal needs an answer. On large posts, prioritise the comments that other buyers are most likely to read.

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How do you find comments you have missed?

Find them by opening your last twenty posts, not just notifications, and scanning for questions. Notifications are easy to miss, especially on older posts still being shown. Search comments for 'how much', 'price', 'available', 'do you' and 'where'. Each unanswered one is a buyer who may still be waiting.

• Questions on older posts.
• Comments marked as read but not answered.
• Replies to Stories and ads.
• Questions in other languages or with typos.

What does this look like in practice?

A pattern we see: a well-performing post with a dozen comments asking 'how much?' and 'do you cover my area?', none answered. The owner checks once a week. Moving to two short checks a day usually turns some of those comments into messages and quotes.

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Comment checklist

• Check comments twice each working day.
• Answer buying questions first.
• Move detailed questions to messages.
• Use saved replies, adjusted to each person.
• Hide spam the same day.

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Next step

Scroll your last ten posts today and answer every unanswered question, even late. Then set two daily check times.