There are many decisions to make when you're posting an ad on social media for your brand — the placement, the timing, the audience, the hook, the creative.
But one factor that doesn't get talked a lot about is the comments. After all, social media ads are mostly just posts with a budget behind them — posts that can include comments.
That's great if your company has a lot of goodwill and gets positive comments; less so if you don't.
Which is why some marketers consider turning comments entirely off. Sure, you'd prevent negative comments, but what do consumers think of that strategy? Do they even notice?
Now, we have some answers thanks to a new study published in the Journal of Marketing called No Comments (from You): Understanding the Interpersonal and Professional Consequences of Disabling Social Media Comments.
Freeman Wu is the co-author of that paper. He is an Assistant Professor of Marketing at Vanderbilt University in Nashville Tennessee.
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