Conversation threads, available for Page owners and public figures with 10,000 followers or more, allow people to click a "reply" button, which sits alongside the "like" button, to respond directly to an individual comment and engage in a branched-off discussion.
The social network said that it's featuring the most active conversations atop posts, and re-odering the threads by relevance to each viewer. A Facebook member may find a particular conversation thread higher if they share connections to participants in a thread, for instance.
"After months of testing, we have seen how the new feature can improve conversations and be used to start open dialogues with the community," Vadim Lavrusik, Facebook journalism program manager, wrote in a note posted to the social network.
The alteration corrects for a problem that Facebook's most important customers experience on a daily basis: a deluge of crappy comments. Brands and Facebook celebrities with hundred of thousands of followers are plagued by crummy comments, which often bury the more worthwhile nuggets posted to updates. Conversation threads partially remedy the issue and should allow brands and public figures to pinpoint and highlight the best discussions.
Facebook said the new threading feature is available only on the desktop for the time being.