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Social media comment moderation (UGC)

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  • 1. COMMENT MODERATION & SOCIAL MEDIA http://www.flickr.com/photos/mararie/8238647044/
  • 2. Hi, I’m Greg Senior community manager at Quiip ! Currently based in: Brisbane Hong Kong Vancouver Calgary London Reykjavík Austin
  • 3. What are we talking about today?
  • 4. Dealing with comments!
  • 5. :-O
  • 6. Positive ones, too! :-)
  • 7. Dealing with comments on social media Why is it important to moderate? Moderation strategies
  • 8. Why is it important to moderate?
  • 9. RISKS http://www.flickr.com/photos/tambako/4598642399/
  • 10. BE RISK PREPARED NOT RISK ADVERSE
  • 11. Three types of risk 1. Legal risks 2. User risks 3. Reputation risks
  • 12. LEGAL RISKS http://www.flickr.com/photos/60588258@N00/3293465641/
  • 13. Examples of legal risks Defamation Discrimination Harassment / bullying Contempt of court IP/Copyright infringement
  • 14. USER RISKS http://www.flickr.com/photos/42941459@N00/6140660504/
  • 15. 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
  • 16. REPUTATION RISKS http://www.flickr.com/photos/mararie/8238647044/
  • 17. 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")
  • 18. That’s a lot of risk!
  • 19. “Maybe we shouldn’t allow comments…”
  • 20. but…
  • 21. They can make a difference.
  • 22. How do we keep the good while reducing the bad?
  • 23. Dealing with comments on social media ✓ Why is it important to moderate? Moderation strategies
  • 24. ! Moderation strategies
  • 25. What’s a moderation strategy?
  • 26. MODERATION STRATEGY Moderation guidelines (house rules) Terms of Use (maybe) Moderation schedule Response matrix & content classification Moderation process Escalation chart
  • 27. Moderation Guidelines
  • 28. Tips for Mod Guidelines Encourage 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 nonpermissible content and banning the user?
  • 29. Terms of Use
  • 30. Moderation Schedule
  • 31. 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?
  • 32. Response Matrix + Content Classification
  • 33. Response Matrix + Content Classification Perpetually evolving document Organises user content into groups Establishes a consistent voice for responses Content classifications make escalation easier
  • 34. Moderation Process
  • 35. Moderation Process Your how-to document Steps for handling non-permissible content Reporting requirements for moderation O R IP P T Keep a record of everything!
  • 36. Escalation Chart
  • 37. 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?
  • 38. In summary… Moderation guidelines (house rules) Terms of Use (maybe) Moderation schedule Response matrix & content classification Moderation process Escalation chart
  • 39. Your team
  • 40. 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

  • 41. THANK YOU & GOOD LUCK!
  • 42. QUIIP.COM.AU | @QUIIP | INFO@QUIIP.COM.AU PHONE: 61 2 8005 8277 SWARMCONFERENCE.COM.AU | @SWARMCONF