A WSJ article describes the increased use of “CFBR,” meaning commenting for better reach, a way to elevate a social media post. A popular way of giving laid-off employees more visibility during their job search, the approach raises questions of authenticity and true compassion.

Hootsuite’s definition makes it sound careless:

CFBR, or Commenting For Better Reach, is a popular comment used on platforms like LinkedIn and Facebook.

Since most social media algorithms favor content with high engagement, “commenting for better reach” is a way to offer an organic boost to a post you think should have more exposure. When you comment on someone else’s post, that post is more likely to show up in your followers’ feeds.

This tactic may be effective, but it’s a little spammy. If you want to take a more thoughtful approach, we recommend leaving an authentic comment that engages with the post’s content—or even resharing that post with your followers.

Typing CFBR may be the “Good luck!” of social media posts despite heartache shared in the original post. I wonder how students view and use the comment. Maybe they can find better ways to support their peers.

Image source.