Social Media Commenting: The strategy that actually works

You’ve probably heard LinkedIn influencers talk about this. They’re right.

Social Media Commenting works.

The numbers back it up

LinkedIn’s new impression metric shows comments often get 30–75x more views than likes. Ertiqah

The 80/20 Rule of LinkedIn Engagement proposes that 80% of your LinkedIn success comes from commenting and engaging, while just 20% comes from posting original content. SocialHP

And it’s not just LinkedIn. A 2025 Sprout Social survey found that 41% of Gen Z users now turn to social media platforms first when they need answers — compared to 32% who default to traditional search engines. ContentGrip

Your audience is already searching on social. Your comments can be the answer they find.

Social Media Commenting is for every stage of your funnel

Comments can boost every level.

• Top of funnel: build pain awareness.
• Middle: brand awareness.
• Bottom: conversion.

Comments are great for GEO, AEO and SEO

Here’s where it gets interesting. For example:

Reddit is the most-cited source in AI models, with a citation frequency of 40.1% across major LLMs. Discovered Labs Research shows ChatGPT cited Reddit in approximately 81% of its technical answers. Zenith

Your comments can become the answer when someone asks an AI about problems you solve.

In 2024, Reddit signed a $60 million deal with Google that allowed the search engine to use Reddit as a training source for its LLMs. Perrill OpenAI pays for access to Reddit’s Data API too. This content feeds directly into AI answers.

But……there is a problem

It takes a lot of highly qualified work to do right.

FIRST – Find the right platforms. The right subforums. The right keywords and pain points. Then spot new posts where your comment actually fits and can have impact.

THEN – Write in the right tone for your brand, your commenting persona AND for the platform. Reddit has its own style. Get it wrong and you upset the community.

An automated, irrelevant comment can easily be identified as spam. “Amazing post! 🔥” on the wrong post can cause irreparable harm to your reputation. Blabla

People are hyper-sensitive to self-promotion and AI spam now. Every misstep hurts your brand.

You can’t easily delegate this.

But what about AI agents?

Unfortunately – The bot disasters are real

Perhaps you could let an AI agent loose to play with your brand image online….?

I know people who tried full automation. “Interesting” results. Not as in “good interesting”. Lets see some cases:

Microsoft’s TayTweets is often cited as a cautionary tale in the history of AI chatbot failures. The chatbot began to mimic the language and emotions expressed by users, generating highly offensive and inappropriate content. Khoros

The New England Patriots landed in a messy situation when an automatic bot accidentally tweeted a racial slur from the official team account. The post was up for more than an hour and got nearly 1,500 retweets before the team apologized. Digiday

Coca-Cola suspended its automated social campaign when Gawker tricked the brand into tweeting out lines from Adolf Hitler’s “Mein Kampf.” Digiday

These aren’t edge cases.

According to a 2024 report by Imperva, bots made up nearly 50% of all internet traffic in 2023 with a rising proportion of that figure active on social platforms. Spider AF

Also, platforms are getting better at spotting and penalizing bot behavior.

So what do you do?

Option 1: Hire a really good VA who’s also a copywriter with deep knowledge about your products, users and brand voice. Great! But expensive and not easily scalable.

Option 2: Feed our AI app “SoMe Commenter” with info about your product and brand. Use it to find amazing posts every day and get smart, on-brand comment suggestions. Note: suggestions…

So, and this is important, with you or another human in the loop.

AI models in training often ignore the posts with the most upvotes and comments, prioritizing high-signal, definitive answers instead. Zenith

That means: Quality matters more than quantity. The right comment on the right post beats a hundred generic ones.

To sum it up

Don’t do nothing.

Don’t let an AI agent loose.

Just multiply your own knowledge, work more efficient and scale by delegation.

Want to try it for free?

• Go to purposewrite.com
• Sign up for a free account
• Run the app “SoMe Commenter”
• Choose “Normal” mode, the “Advanced” is for control freaks
• Feed it info about your prodcuts or services
• Let it do its research magic
• SAVE
• Now you have a scalable HITL commenting machine
• Run it a couple of times per week to look for the best posts and write really smart comments.