As with reactions, they’re direct response metrics that help us weed out uninteresting content from your publishing schedule. Because replies are typed out, you can also view individual posts that performed well to measure follower/fan sentiment. On Facebook we view comment counts and when we want more details on the comments and audience sentiment we read through our followers’ comments. On Twitter, we measure the number of replies for each post in our Twitter analytics. We check the total replies for a designated period and the average number of replies for each day.