Facebook is rolling out threaded conversations to its Pages feature, which is "designed to improve conversations," the social networking site said.
Users can now directly reply to comments left on a branded Page, keeping relevant conversations connected and allowing direct interaction with individual people. And, if it's interesting enough, your conversation could surf to the top of the pile, ensuring, Facebook said, that people who visit that Page will see the best conversations.
The system is meant to help weed out spammers, pushing their comments to the bottom of the ranks.
In these early stages of Replies, Page admins can opt into our out of the service; the feature will be enabled on all Pages on 10 July. It will also automatically turn on for profiles with more than 10,000 followers. While most users will not be able to access the threaded conversation option yet, there are still a few months to campaign for many more online friends.
At launch, the feature will be available only on the desktop web; Facebook plans to make it available in the Graph API and mobile in the future.
Conversation threads are re-ordered by relevance to viewers, based on positive and negative feedback and connections to participants in the thread. So, you may be looking at a different scene than the person next to you who is reading the same comments.
"After months of testing," Lavrusik said, "we have seen how the new feature can improve conversations and be used to start open dialogues with the community."
This is the latest in a string of Facebook updates, which began with January's limited rollout of Graph Search — a new way for users to sift through the social network's 1 trillion connections. Earlier this month, the site introduced a revamped News Feed that put an emphasis on the visual nature of user-generated content.
Rumours circulated recently that the social media company is planning to add Twitter-like hashtags to its feed, though no announcements have been made.