In 2020, Twitter began directly addressing an escalating social media issue: digital negativity and misinformation. The popular platform tested new conversation controls with a small group of users before rolling out the new controls to everyone in August 2020. Twitter explained that the new functionalities are intended to foster healthier online conversations and limit negativity on the platform.

Some social media platforms already provided users with similar versions of comment and reply controls, while other platforms use simpler, less specific filters. Instagram currently offers its users four ways to restrict post comments, plus an option to turn comments off entirely. Users also have options to restrict story comments. Facebook offers page and post comment controls, TikTok allow users to filter comments by keyword, and Snapchat provides zero reply controls (though users can silence their reply notifications).

These new conversation controls can be excellent tools for digital brands, but they can also be quite taxing from a workload perspective. They allow brands to focus comments and maintain a positive brand narrative across social media channels, yet also increase decision-making (and therefore workload) around every post. Brands using social media to run campaigns now likely need to toggle between each of these reply control options on a per-post basis, depending on the type of content published and the audience response your brand is trying to elicit. So how can your brand keep up with this evolving landscape of comment restrictions?

Media Managers

If the new social media conversation controls have added an overwhelming layer of work to your brand’s media presence, consider partnering with a media manager. Media managers oversee all digital content creation and interaction, including websites and social media platforms, and can offer cohesion and consistency to a brand across online platforms. They supervise the media marketplace and track emerging consumer trends and technology updates—like conversation controls—so you don’t have to. In fact, a media manager could actually give your brand an edge in this age of developing comment controls, because part of their job is to identify how new technologies and trends can be turned into opportunities for your brand to boost brand recognition.

Media managers are also well-versed in specific industries and can moderate and interact with potential customers online in a way that builds consumer trust and increases conversions. They manage, promote or generate brand partnerships. They work to ensure that all promotional and campaign content is engaging and relatable to target audiences, as well as analyze campaign performance to better inform campaign strategy.

If your brand is interested in partnering with LEAP Amp for media management and strategy, know that every single campaign we manage is monitored and optimized by real humans who actually care about your brand’s success. We build lasting relationships with our clients through trust and transparency so that your content lands on the right channel at the right time with the right message for the right person.