COMMENT MODERATION & SOCIAL MEDIA

http://www.flickr.com/photos/mararie/8238647044/

Hi, I’m GregSenior community manager at Quiip !Currently based in:

Brisbane Hong Kong Vancouver Calgary London Reykjavík Austin

What are we talking about today?

Dealing with comments!

:-O

Positive ones, too!

:-)

Dealing with comments on social media

Why is it important to moderate?

Moderation strategies

Why is it important to moderate?

RISKS

http://www.flickr.com/photos/tambako/4598642399/

BE RISK PREPARED NOT RISK ADVERSE

Three types of risk

1. Legal risks

2. User risks

3. Reputation risks

LEGAL RISKS

http://www.flickr.com/photos/60588258@N00/3293465641/

Examples of legal risks

Defamation

Discrimination

Harassment / bullying

Contempt of court

IP/Copyright infringement

USER RISKS

http://www.flickr.com/photos/42941459@N00/6140660504/

Examples of user risks

Online bullying

Defamation

Offensive imagery / content / profanity

Abusive / aggressive language

Mental health issues, e.g. self-harm & suicide risks

Child at risk of harm

Exposure of publicly-identifiable information (PII)

Predatory / grooming behaviour

REPUTATION RISKS

http://www.flickr.com/photos/mararie/8238647044/

Examples of reputation risks

Defamation

Public relations issues

Criticism of services

Identification and/or harassment of individual employees/representatives

Leaking of confidential information

Inappropriate comments made by internal employees

Pre-meditated attacks from opponents/competitors ("sock puppeting")

False or misleading statements about an opponent/competitor's services ("astroturfing")

That’s a lot of risk!

“Maybe we shouldn’t allow comments…”

but…

They can make a difference.

How do we keep the good while reducing the bad?

Dealing with comments on social media

Why is it important to moderate?

Moderation strategies

✓

!

Moderation strategies

What’s a moderation strategy?

MODERATION STRATEGY

Moderation guidelines (house rules)

Terms of Use (maybe)

Moderation schedule

Response matrix & content classification

Moderation process

Escalation chart

Moderation Guidelines

Tips for Mod GuidelinesEncourage high quality participation and discourage low quality participation

Be clear on what is unacceptable

Provide a little wiggle room on contentious issues

Clearly state what happens when the guidelines are violated

Where is the line between simply removing non-permissible content and banning the user?

Terms of Use

Moderation Schedule

Moderation Schedule Considerations

Will you be moderating 24/7?

What are your community’s peak times?

Is the community stimulated by your activity?

Are members notified about new content?

How long is too long for non-permissible content?

How will you handle “after hours” activity?

Response Matrix

Content Classification+

Response Matrix + Content Classification

Perpetually evolving document

Organises user content into groups

Establishes a consistent voice for responses

Content classifications make escalation easier

Moderation Process

Moderation Process

Your how-to document

Steps for handling non-permissible content

Reporting requirements for moderation

PRO

TIPKeep a record of everything!

Escalation Chart

Escalation Chart

“This is above my pay grade — what do I do?”

Who is responsible?

What do they do?

Who should be notified?

What’s our Plan B? Plan C?

Moderation guidelines (house rules)

Terms of Use (maybe)

Moderation schedule

Response matrix & content classification

Moderation process

Escalation chart

In summary…

Your team

Who’s on your team?

Not easily offended

Can remain objective

Stable under high pressure

Legally sound(if working with kids, consider a Working With Children Check (Australia))

Consider professional support

THANK YOU & GOOD LUCK!

QUIIP.COM.AU | @QUIIP | INFO@QUIIP.COM.AU

SWARMCONFERENCE.COM.AU | @SWARMCONFPHONE: 61 2 8005 8277