Facebook has quietly rolled out an update that makes it easier for brands to hide negative comments.
According to a report in The Globe and Mail, brands can now collapse user comments so they are less visible on corporate Pages.
To view every comment, users now have to dig a little deeper by clicking on an icon that will display all comments down the left-hand side of the page.
Facebook spokeswoman Meg Sinclair explained the update was made to create a better experience for users, not in response to a request from brands.
While the update might work for brands experiencing an avalanche of negative feedback, it seems to go against the grain of the engagement and conversation that Facebook is largely built upon.
Further, it's unlikely that having an unflattering comment buried will put off certain users, and might lead to increased negative feedback.
Dealing with user issues head still seems the safest bet.