Community 2.0: How to Get the Most Out of Comments

Have you ever caught yourself scrolling through the comments on McDonald’s social media, eagerly waiting to see what the admin comes up with next? Or do you still remember the legendary beef between Rohlík.cz and Lidl’s ham roll? That’s the magic of an active community. Just liking posts and handling complaints? Those days are long gone in community management. Let’s take a closer look at what a truly strong community can actually offer.

Admin as a friend 🫂

It’s not just younger generations who expect an authentic approach. An admin should feel like a best mate — someone who’s not afraid of a joke and doesn’t mind a little playful teasing now and then. Why? If you want to build a closer relationship with your audience, a corporate tone won’t get you there.

A human voice lowers the barrier between the brand and its users. People feel heard and respond more openly. More relaxed reactions also invite interaction — and help defuse negative comments along the way.

💡 Tip: If you’re not quite confident with a more relaxed tone at first, always check the profile of the user you’re about to reply to. The overall sentiment of their profile often hints at whether they’ll appreciate sharper humor — or a GIF.

From hate to humor 🤬→🤣

Take a moment to think about how you usually react to hate comments. Do you hide them? Apologize over and over, trying at all costs to keep the user on your side? What if you tried a different approach — and pushed back a little?

Especially younger generations appreciate edgy humor. If someone is being openly offensive toward the LGBTQ+ community, why not shut them down in a smart way and show that your brand stands for clear values and has its own style? Or if a user complains that your post wasn’t funny, why not turn the situation to your advantage and entertain everyone else? After all, that’s what social media is about — entertainment.

Of course, choosing the right balance is key. Avoid direct attacks that could escalate the situation.

💡 Tip: Don’t forget the power of GIFs or memes as replies.

When the hate is justified 🚩

Of course, the situation changes when the criticism is valid and the mistake is actually on your side. Many brands make the mistake of hiding all negative feedback or simply ignoring it. But the opposite is true.

Fast and transparent communication can save the situation. Ideally, respond within hours — no later than 24. Move the resolution into private messages. This protects not only your brand, but also the user’s sensitive information, which they might later regret sharing publicly.

If it turns out the fault really is yours, always apologize in a human way and offer a solution. It often happens that when you resolve the issue quickly and in the user’s favor, a hater turns into a supporter.

💡 Tip: If you want to dive deeper into crisis communication, check out our article.

Communicating only on your own profile? Missed potential! 🗣️

To truly unlock the full potential of community management, you need to engage beyond your own profile. Follow influencers who align with your brand and don’t be afraid to comment on their posts. Your product might just appear in their next video.

And if you’re bold enough, you can even troll your competitors — just like Rohlík.cz famously did under Lidl’s post about a ham roll. The golden rule here? “Risk brings reward.” Go for it.

💡 Tip: Build a database of influencers and competitors and regularly monitor what’s happening on their profiles. The next viral moment won’t come knocking on your door by itself.

Turning comments and DMs into content 🤳

Users are an endless source of inspiration for tailor-made content. Did you publish a video with great engagement and people are begging for part two? Go for it — and adjust your content plan.

Are users sending you photos with your product via DMs? Create a carousel or a recurring format where you share this UGC. Repost Stories and save them as Highlights. Your brand will instantly feel more trustworthy.

You may have also noticed that Instagram now allows sharing comments directly to Stories. Why not share positive feedback or a funny comment? Even better — create a post encouraging users to share funny experiences, then turn the best ones into Stories that really perform. Creativity has no limits.

💡 Tip: Always save funny comments and positive reactions into a dedicated folder right away. You never know when they’ll come in handy — and it’ll save you loads of scrolling time later.