Commenting Is Content: How Social Media Commenting Is an Integral PR Tool

By: Michaela Shunney, Account Supervisor 

In the age of Instagram, TikTok, and X, public relations professionals have had to become social media moguls, asking themselves: What's the best way to leverage social media to promote my client? Well, some PR professionals have discovered an untapped PR tool: not only posting owned content to social media, but commenting on already popular videos. 

Comments help shape a brand’s perception in the same way a press release, marketing campaign, or social media post does. But the secret? The comment is much easier, and in some cases, more effective. Comments showcase a brand's personality and make the brand relatable to consumers. They also help the brand quickly take accountability when social media criticism arises. 

For example, Duolingo, a free language-learning app, frequently uses the comment section to promote its brand voice. The brand leaves funny and witty comments, most of which are replies to other brands/celebrities. Duolingo’s comments have earned the brand organic media coverage.

These comments have strengthened Duolingo’s brand awareness among younger generations and built a distinct personality that appeals to consumers. All this can be done without even needing to use a video camera or open Photoshop.

Another example of a brand that consistently focuses on comment-based PR is Nike. While they don’t take as humorous an approach as Duolingo, Nike uses comments to connect with and empower their audience. Nike is known for commenting on athletes' posts or consumers who wear Nike, encouraging them in their fitness journey. The comments align closely with the brand's values of being motivational, and by directly encouraging current consumers, it builds loyalty. 

Social media commenting can also be used to engage with consumers who have a negative perception of the brand. In 2009, following a major sanitation-related controversy, Domino’s Pizza decided to directly respond to bloggers who had made public comments about the company, thereby diffusing the situation at its source. To this day, Domino’s can be contacted through their comment section as a form of customer service, using it as a way to rebuild their reputation with consumers. 

Sometimes less is more, and in the conversation about how to engage with consumers, the comment is a tool all PR professionals should be aware of.

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About the Author: Michaela Shunney 

Michaela Shunney is a senior majoring in Public Relations with minors in Women’s, Gender & Sexuality Studies and Philosophy. She currently serves as an Account Supervisor for Ben & Jerry’s and The Krishnan Family Foundation accounts, after previously working as an Account Executive for Jorge A. Sierra & Associates. When she’s not in PRLab, Michaela works at COM as a social media assistant and COM Ambassador, as well as a BU Orientation Leader. Michaela is also a proud member of Delta Kappa Alpha, where she previously served as PR Chair.