Be kind to your Facebook fans
I realize that at the end of the day, a Facebook page is about moving products off of shelves. So if you don’t respond to a consumer here and there, who really cares? Well, that person does. If you’re too lazy to respond to a consumer that’s posted on your page, you’re probably also too lazy to research your community. You may never discover that the people you’re ignoring are your brand ambassadors, consumers who are vocal and are willing to spread the word. But sure, go ahead, ignore them.
The other argument is simply one of manners. If somebody speaks to you, be polite and acknowledge them.
To summarize, social media is about conversation. So make sure you’re having those conversations, otherwise, save your money and splash out on a few banner ads instead.