Why Permitting Comments Boosts Facebook and Brands

How to use social media is still a mystery for some brands, especially luxury brands. As one recent study reveals, one in five luxury brands on Facebook still don’t allow their fans to comment on their Wall.

That’s all scheduled to change this August when Facebook says it will require branded FB pages to allow comments, a move the site has already promoted to pharma brands — a change that could help the social network better engage users, especially as its growth rate has slowed for the second straight month.

L2 recently studied 100 luxury brands on Facebook in such categories as beauty, auto, fashion, spirits and Champagne, and jewelry. Companies that asked for fans to comment ranked higher on an engagement scale than the ones that didn’t encourage such behavior, the study found.Continue reading...