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Ben Hollom - Marketing Director, M2 Bespoke

Ben Hollom – Marketing Director, M2 Bespoke

By Ben Hollom

Last week Facebook announced the launch of its new function – allowing replies to comments – which aims to give brands a way to create more meaningful conversations with consumers. As a follow-up to this move, the social platform has now updated its API, so that businesses can better monitor and respond to comments.

Writing in a post on Facebook´s official developer blog, product engineer Alex Madjar explained that brands can set up different comment views on posts. The first one is top level comments, which represent standalone comments to a post and are not replies to another comment; those can be ranked according to the number of comments made to that post so far. The second level is replies, which are linked to a comment and respond to it. Finally, there is the comment streams level, where all comments from the previous two levels are shown in chronological order, so that brands can keep an eye on the latest development, Madjar explained.

At present, the comment reply function is only available to users with more than 10,000 followers. As of 10 July, all users will be able to use this function but those who wish to can opt-in to use it earlier. Brands can use the new APIs by opting into the July 2013 Breaking Changes by visiting the Advanced tab on their app dashboard. Developers that are currently using existing APIs should bear in mind that Facebook has made a few changes that they should take into account. Those can be seen on Facebook´s developer blog.