Facebook began to roll out its new reply function this week, giving businesses and brands the ability to interact directly with fans and customers who comment.
On Thursday at 1:30 p.m. Diane Sawyer of ABC World News, will give the reply thread feature a test drive when she hosts what she calls "her first Facebook Q&A." In announcing the live chat, Sawyer said she would be "answering your questions live from here in my office" in New York.
For the average Joe or Jane Facebook profile, the feature will only kick in once you have at least 10,000 followers.
In announcing the reply feature, Facebook's Vadim Lavrusik said:
"You and your readers will have the ability to reply directly to comments left on your Page content and start conversation threads, which will make it easier for you to interact directly with individual readers and keep relevant conversations connected. Also, the most active and engaging conversations among your readers will be surfaced at the top of your posts ensuring that people who visit your Page will see the best conversations."
As ABC News Social Media Editor Dan Milano explained in his blog, the threaded replies address a rather frustrating Facebook problem:
"Each time you comment in reply to someone's post, your thoughts might be buried beneath heaps of unrelated chatter. Piecing together just what is being said by who can be a confusing chore, and tagging your conversation partner or partners can only do so much to help."