Why It's Important
While the number of comments your brand receives is worth paying attention to, it’s the tone and content of comments that provide insight into how people feel about your brand, product, and campaign.
Which of your posts get the most comments, negative or positive? What are people saying around your brand? What kind of conversation are you actively fostering on your Facebook page?
How to Use It
Measuring Facebook comments is especially important for your customer service efforts on the network.
By looking at your most comment-heavy posts over a given time period, you can quickly and easily hone in on which ones caused a stir — positive or otherwise — and inform future Facebook strategy.