Don’t be one of the brands that (shockingly) don’t respond to 95% of the questions their fans leave on the brand pages.
It goes without saying that this is a sure-fire way to gain negative feedback, if not worse. Essentially, it’s akin to setting up a new “customer care hotline”, noting it on your packaging, and then simply letting the phone ring off the hook and never answering it.
It’s not enough for a company to just set up a Facebook page to tick a box, then walk away. Like any customer care it takes planning and investment and is a vital link between the brand and customer, so it shouldn’t be subcontracted to the agency or a company intern to manage.