Facebook to Open Page Commenting

Facebook Comments IssueScenario Planning
April 11, 2011

Situation Overview
What we know:
Facebook is planning to enable commenting on all Pages other than those for prescription drugs and devices.
This will apply to new and existing Pages.
When?
This will go into effect around mid-June 2011
Contents are proprietary and confidential.

Facebook Pages Affected
Corporate Pharma Pages
Disease-state / Therapeutic Area Pages
Unbranded Campaign Pages
Pages that promote, talk about, or support prescription drugs or devices
Pages that focus on a disease state where there is only one prescribed treatment (even if they don’t mention the treatment)
Disease-state/TA Pages that have the PI / ISI on the Page
Contents are proprietary and confidential. Source: Radian6
Facebook Pages Unaffected (can still disable comments)

Why is this policy happening?
In the best interest of patients’ health, Facebook wants to allow adverse events to be mentioned openly.
They were being inundated with requests for Page comments to be disabled.
Principle: Having an open forum is Facebook’s way.
Money: Facebook makes money when people interact with Facebook. Blocking comments prevents additional ad views and gleaning information about users’ likes/dislikes.

What Is Expected to Change
Anyone will be able to comment on a …
Page Wall
Video that’s been uploaded
Photo that’s been uploaded
You can still remove comments after the fact
Exceptions would be photos/videos that appear within a custom app/tab or displayed via another video player

Scenario Planning
Facebook Implements Open Comments in June
Assemble Social Media Task Force
Legal revises company’s Terms of Use for Facebook Page to include company’s right to remove comments at their discretion
Note cases where comments may be removed (mention of a drug name, AE, off-label use, misuse, SPAM, profanity, malicious code)
Once a comment is deleted, it’s gone forever
Notify affected brand and comms teams
Notify your Facebook fans of these changes
Implement a tool that will e-mail you whenever someone comments to your Page (Page Notifier app)
Set the Moderation and Profanity Blocklists
Institute rigorous human monitoring
Utilize tool that features auto-removal of comments that contain certain words and phrases (WCG can recommend)
Consider creation of a custom Wall, disabling the regular Facebook Wall

Q&A
I’m a big company. Can I get an exception?
Probably not. This is a change in policy that is in line with Facebook’s social openness.
Can I be grandfathered in?
No. This will apply to current, as well as new, Pages.
Can I pre-screen comments as a compromise?
No, but you could use a service to create a custom “pre-screened” Wall and disable the main Wall. However, it will need to be created in a way that posts to it still appear in fans’ newsfeeds.
Will open comments apply retroactively to old posts?
Probably not, but they’re making that determination

Q&A, con’t.
Can I temporarily remove the Page?
No. If you remove a Page, it’s gone for good.
Should I just delete my Page?
That is your prerogative, but ask yourself, “Why did we start this Page in the first place? To engage or to advertise?” If it’s the former, then the reason to have it remains.
Won’t my custom tab pre-screen the comments?
Yes, but only those comments made on that custom tab
Can’t I just remove the Wall?
Yes, by utilizing a service that creates custom Walls, but you’ll need to disable the regular Facebook Wall, which Facebook members are already comfortable with.

When this happens, be mindful of …
Dissatisfied patients/caregivers
Current employees: remind them of internal SM policy
Ex-employees: disgruntled or laid off
Pharma naysayers, watchdog groups
Patients openly discussing treatments
“Free prescription” spammers
Corporate/financial news

blog.wcgworld.com

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Facebook to Open Page Commenting

by WCG on Apr 13, 2011

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Facebook to Open Page Commenting — Presentation Transcript