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A Guide to Managing Social Media for News Sites: eModeration White Paper
 

A Guide to Managing Social Media for News Sites: eModeration White Paper

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A white paper examining how media organisations use and manage online communities, the legal implications, and how best to engage users within 'owned' communitie.

A white paper examining how media organisations use and manage online communities, the legal implications, and how best to engage users within 'owned' communitie.

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    A Guide to Managing Social Media for News Sites: eModeration White Paper A Guide to Managing Social Media for News Sites: eModeration White Paper Document Transcript

    • A guide to managing social media for news sites and media organisations A white paper examining how media organisations use and manage online communities, the legal implications, and how best to engage users within owned communitiesAuthored by Tamara Littleton Sept 2011Authored by Date For more information call Tamara Littleton on +44 (0)20 3178 5050 www.emoderation.com 26 eModeration Ltd :: The Media Village :: 131-151 Great Titchfield St :: London :: W1W 5BB :: UK 2012
    • eModeration: A guide to managing social media for news sites and media organisationsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 Type chapter title (level 1) 4 Type chapter title (level 2) ..................................................................................................................................................... 5 Type chapter title (level 3) .............................................................................................................................................. 6Contents Contents Error! Bookmark not defined. Thesesocial in a news breaks on Twitter. MSNBC’s Breaking News not defined. Being days, regulated world ..................................................... Error! Bookmark Twitter feed Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. has (at the time of writing) just over three million followers; BBC Breaking has 1.5 million and The opportunities for social media for financial services companiesError! Bookmark not defined. CNN has 2.2 million. These are in addition to the myriad of newsroom feeds, channel-specific Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. feeds and, of course, journalists’ own feeds. This paper looks at how media organisations use and manage online communities. It’s worthContents that it doesn’t specifically address how news organisations use social campaigns to stating market themselves, but focuses on how best to engage and manage users within not defined. Contents Error! Bookmark ‘owned’ Being social in a regulated world ..................................................... Error! Bookmark not defined. communities (forums, comment sections, Facebook pages and Twitter feeds). Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. When Hurricane Ireneengagement ...................................................... Error! Bookmark notfor the Setting the rules of hit the US in 2011, she had her own Twitter account (borrowed defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. duration of the hurricane from a woman of the same name). Mobile phones have played a huge part in communicating the uprisings in the Middle East. When a US Airways plan landed eModeration: The Guide to Social Media Engagement for Financial Organisations on the Hudson River in early 2009, pictures were uploaded to Twitter from mobile phones during the rescue operation, before news teams had reached the scene. Twitter has published a ‘Twitter for newsrooms’ guide, to ‘help creative professionals in news, TV, sports and entertainment use Twitter effectively’ with details of publishing tools, using Twitter to source information, and even examples of journalists using Twitter to engage with audiences (Katie Couric and the Washington Post’s Melissa Bell are cited). At the time of writing, The Guardian is experimenting with opening the doors of its newsroom to the public to let us see a live account of their plans in the form of the daily newslist kept by their editors, and had just launched the @GuardianTagBot to help readers search for content. 2
    • eModeration: A guide to managing social media for news sites and media organisationsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 TypeAs consumers, we 3) .............................................................................................................................................. 3 chapter title (level don’t just receive news passively any more. We expect to comment on the big stories of the day, interact with journalists and share our thoughts with a community of Type chapter title (level 1) 4 other readers. Journalists are also bloggers, and bloggers journalists. The big publishers all Type chapter title (level 2) ..................................................................................................................................................... 5 Typeaccept user-generated content on their sites, whether on blogs, articles, videos, or forums, chapter title (level 3) .............................................................................................................................................. 6 and with or without involvement from journalists or community managers. According to aContents of Nielsen audience stats by the Pew Research Center’s Project for Excellence in study Journalism, Facebook is the third biggest referrer of traffic to newsrooms (interestingly, Twitter Contents Error! Bookmark not defined. still barely registers – it seems we want topline information from Twitter only). Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Of Setting the rules ofparticipation in media goes beyond the newsroom. Text-to-screen course, audience engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. technologies mean that we can air our opinions on TV via a mobile phone, from the comfort of the sofa. New TV shows regularly get their own Twitter hashtags (the Apprentice has become a multi-channel series) and Facebook discussions grow around breaking stories orContents based events, such as the Royal Wedding, or the Obama Town Hall debate on MTV. In news Sweden, one regional newspaper has gone so far as to open up its editorial decisionsdefined. Contents Error! Bookmark not to Being social in a regulated world ..................................................... Error! Bookmark not defined. consumers, creating an ‘online open newsroom’ where readers can suggest and discuss Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. stories via a tool called ‘eEditor’, created by CoverItLive. companiesError! Bookmark not defined. The opportunities for social media for financial services Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. Traditional approaches to restricting access to news don’t work anymore, either, as a certain UK footballer found out when his legal team tried to apply conventional privacy injunction eModeration: The Guide to Social Media Engagement for Financial Organisations laws to Twitter – newspapers were left unable to report what millions of consumers had worked out from Twitter. Super-injunctions become even less effective when you consider that the public could not possibly comply with them since they dont even know they exist, nor is the majority of the global Twitterati bound by UK legal rulings. 3
    • eModeration: A guide to managing social media for news sites and media organisationsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 Approaching social communities: before you start Type chapter title (level 1) 4 Type chapter title (level 2) ..................................................................................................................................................... 5 As James Hohmann of Politico says in his paper 10 Best Practices for Social Media: Helpful Type chapter title (level 3) .............................................................................................................................................. 6 guidelines for news organizations (written for the 2010-11 ASNE Ethics and Values Committee):Contents“Putting in place overly draconian rules discourages creativity and innovation, but Contents an uncontrolled free-for all opens the floodgates to problems and leaves news allowing Error! Bookmark not defined. organizations responsible for irresponsible employees.” Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. The paper is well worth reading, and outlines the social media guidelines of all the major US Setting the rules of engagement ...................................................... Error! Bookmark not defined. news outlets.risk management over social media ............................. Error! Bookmark not defined. Crisis and Set guidelines – for both users and journalistsContents Contents Error! Bookmark not defined. Guidelines for journalists Being social in a regulated world ..................................................... Error! Bookmark not defined. There are practical reasons for setting a social media policy for journalists, as shown by new Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. guidelines released in July 2011 by the Associatedservices companiesError! Bookmark not defined. The opportunities for social media for financial Press, which states: Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. “Everyone who works for AP must be mindful that opinions he or she expresses may damage the AP’s reputation as an unbiased source of news. AP employees must eModeration: The Guide to Social Media Engagement for Financial Organisations refrain from declaring their views on contentious public issues in any public forum and must not take part in demonstrations in support of causes or movements. This includes liking and following pages and groups that are associated with these causes or movements. Sometimes AP staffers ask if they’re free to comment in social media on matters like sports and entertainment. The answer is yes, with a couple of reasonable exceptions. First, trash-talking about anyone (or team or company or celebrity) reflects badly on staffers and the AP. Assume your tweet will be seen by the target of your comment. The person or organization you’re deriding may be one that an AP colleague is trying to develop as a source.” 4
    • eModeration: A guide to managing social media for news sites and media organisationsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 TypeAs the Telegraph has recently seen, serious problems can occur when you integrate external chapter title (level 3) .............................................................................................................................................. 3 social media platforms into your editorially controlled, highly reputable news site. Type chapter title (level 1) 4 Type chapter title (level 2) ..................................................................................................................................................... 5 Type chapter title (level 3) .............................................................................................................................................. 6Contents Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined.Contents Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations This is not the first time this has happened to The Telegraph – the paper set up a #budget hashtag tracker in 2009 which resulted in a stream of insulting tweets being published on the website. Apart from the negative impact an abusive tweet can have on the reputation of your brand, how can you expect site contributors to uphold the stringent community standards that the newspaper demands when un-moderated content can be displayed prominently on your home page from your own reporters? 5
    • eModeration: A guide to managing social media for news sites and media organisationsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 The guidelines also warn against the possibility of bias: Type chapter title (level 1) 4 Type chapter title (level 2) ..................................................................................................................................................... 5 Type chapteracceptable .............................................................................................................................................. 6 “It is title (level 3) to extend and accept Facebook friend requests from sources, but we should try to avoid situations that may jeopardize AP’s reputation by giving the appearance of bias.”Contents Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Guidelines for users Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. It’s The opportunities for social media for financial services companiesError! Bookmark not defined. worth spending some time writing clear, readable guidance for Setting the rules of engagement ...................................................... Error! Bookmark not defined. users on and risk and what isn’t acceptable behaviour on the site. Error! Bookmark not defined. Crisis what is management over social media ............................. Long, jargon-filled terms and conditions may be necessary for legal reasons, but most consumers won’t read them. Highlight theContents important things you want users to do in plain language, with most a link through to the more detailed terms. This will help to set the Contents Error! Bookmark not defined. tone and values of the community from the outset. Be clear what Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. action will be taken if the rules are broken (the post will be removed, in extreme or repeat The opportunities for social media for financial services companiesError! Bookmark not defined. offence casesrulesuser will be blocked, and if illegal action is taken, then the appropriate Setting the the of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. authorities will be notified, etc) and – importantly – take that action. The Guardians community standards are a good example to follow. eModeration: The Guide to Social Media Engagement for Financial Organisations 6
    • eModeration: A guide to managing social media for news sites and media organisationsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 TypeEscalation processes chapter title (level 3) .............................................................................................................................................. 3 Type chapter title (level 1) 4 Type chapter title (level 2) ..................................................................................................................................................... 5 Set clear escalation processes so that the community managers can respond quickly and Type chapter title (level 3) .............................................................................................................................................. 6 appropriately to issues. A subscription problem will have a different escalation process to a security threat – make sure procedures are in place for various levels of issues.Contents Contents Response policies Error! Bookmark not defined. DoBeing social in a regulated world ..................................................... Error! Bookmark not defined. you want journalists to remain involved with the community after their article is written and Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. posted? We know from social media for financial where there is evidence of an authoritative The opportunities for our own experience that services companiesError! Bookmark not defined. voice within the community, there are fewer issues with abusive user behaviour. It alsodefined. Setting the rules of engagement ...................................................... Error! Bookmark not cuts Crisis and risk management over social media ............................. Error! Bookmark not defined. down the amount of spam posted to the site. But it can be problematic. Dealing with angry or abusive responses can be challenging for reporters, particularly whenContents abuse is personal. If you expect your reporters to engage within the community, set clear the response guidelines and offer training in dealing with negative or personal comments. Contents Error! Bookmark not defined. Reuters’ policy for journalists (reported in Hohmann’s paper) states: Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. “Think before you post. One of the secrets to social media’s success is how easy it not The opportunities for social media for financial services companiesError! Bookmarkhas defined. Setting the rules of engagement also makes it easy to respond Error! Bookmark not defined. become to participate. But that ...................................................... or repeat before you Crisis and risk management over social media ............................. Error! Bookmark not defined. have thought through the consequences. Whether we think it is fair or not, other media will use your social media output as your news organization’s comment on topical eModeration: The Guide to Social Media Engagement for Financial Organisations stories. And you will play into the hands of your critics unless you take care: Resist the temptation to respond in anger to those you regard as mistaken or ill-tempered.” There may even be an argument for a third party (the site’s community manager, for example) to select posts for journalists to respond to, in order to reduce the chance of posting in anger. AdAge published a great story on the ‘chapter missing’ from Twitter’s newsroom guide, citing a ‘throw down’ on Twitter between Jeff Jarvis and Jeff Bercovici. It’s very easy to respond in anger with the online world watching. 7
    • eModeration: A guide to managing social media for news sites and media organisationsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 TypeDealing with (level 3) .............................................................................................................................................. 3 chapter title reader comments You don’t have to be a social media expert to know that there are certain types of stories Type chapter title (level 1) 4 that are more likely to generate abusive comments from readers. Anything covering emotive Type chapter title (level 2) ..................................................................................................................................................... 5 Typeissues - religion, race, sexuality, war, politics - is likely to attract strong feelings from readers. chapter title (level 3) .............................................................................................................................................. 6 Recognise which stories are likely to generate strong emotions, and deal with themContents appropriately: Contents Error! Bookmark not defined.  Make sure you adhere to the terms of the site. Don’t allow abusive or threatening posts Being social in a regulated world ..................................................... Error! Bookmark not defined.  Who wants to ‘engage’ with their bank? Banks for exampleright?Error! Bookmark not defined. If appropriate, move the discussion elsewhere, are boring, to a forum that is separate from The opportunities for social media for financial services companiesError! Bookmark not defined. the main news site. This distances the user comments from the Error! Bookmark not defined. Setting the rules of engagement ...................................................... journalists and allows you to Crisis and risk management over social article discussion treat it slightly differently from a normal media ............................. Error! Bookmark not defined.  If you are employing moderators (which we would strongly advise) you need to scale up and brief them accordinglyContents Contents Error! Bookmark not defined. Moderation options regulated world ..................................................... Error! Bookmark not defined. Being social in a for reader comments Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. There are four options: social media for financial services companiesError! Bookmark not defined. The opportunities for Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. 1. Pre-moderation (all comments are moderated before they go live). This is obviously the safest route to take to eModeration: The Guide to Social Media Engagement for Financial Organisations protect the reputation of the organisation and is the one most news organisations opt for. However, it has a major disadvantage in that there will be a time lag and many comments may never be screened due to high volumes 2. Post-moderation (all comments are moderated after they go live, and removed if they are abusive). This is slightly more risky, as inappropriate comments will be seen by the community, and associated with the media brand. Again, there is danger that high volumes may mean that not all comments are screened. 8
    • eModeration: A guide to managing social media for news sites and media organisationsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 3. A combination of pre and post moderation. Reuters has ‘approved’ commentators – Type chapter title (level 3) .............................................................................................................................................. 3 people who have a strong record of behaving well in a community and having their Type chapterapproved – who can move away from pre-moderation to post-moderation. comments title (level 1) 4 Type chapter titlea cost advantage to this approach, as you don’t need round-the-clock moderation There is (level 2) ..................................................................................................................................................... 5 Type chapter title (level 3) .............................................................................................................................................. 6 4. Relying on the community to moderate comment s by flagging them. This is the most riskyContentsstrategy, and has the most potential to damage the brand. In the UK, however, unlike the US, there is still some confusion around who is responsible for user-generated content on a Contents Error! Bookmark not defined. news site, and some news organisations take this route to try to cover themselves under the Being social in a regulated world ..................................................... Error! Bookmark not defined. EU Commerce Directive hosting exemption. But in practice, legal rulings on the use of the Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Hosting Defence for social media for financial grey legal area. In the main, brands take The opportunities have varied: its an extremely services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. their duty of care very seriously, and agree that it is important to moderate thoroughly, to Crisis and risk management over social media ............................. Error! Bookmark not defined. protect the brand’s own reputation and, of course, its users. Update Oct 2011: The UK Government are proposing a revision to the defamation laws which, if they go through, could significantly impact the way both legal liabilities of publishers and moderationContents processes. Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Moderating comments on Twitter The opportunities for social media for financial services companiesError! Bookmark not defined. Of Setting the rules ofmoderate what people say on Twitter – and Error! Bookmark not defined. course, you can’t engagement ...................................................... creating hashtags for Crisis and risk management over social media ............................. Error! Bookmark not defined. particular subjects can be a risk, as there’s no way of moderating a live feed. What you can do is to moderate Twitter feeds that are pulled into websites, to avoid being ‘brandjacked’ eModeration: The Guide to Social Media Engagement for Financial Organisations on your site or Facebook page. Dealing with text-to-screen comments The only way to do this is to pre-moderate all comments using technology and human moderators. It’s not worth the risk to the organisation’s reputation if an inappropriate post gets through to a screen in a live TV environment. And remember that a Twitpic can make the offending tweet viral in seconds ... 9
    • eModeration: A guide to managing social media for news sites and media organisationsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 TypeBlockingtitle (level 3) .............................................................................................................................................. 3 chapter comments Blocking comments completely is an option in some cases, for example those stories most Type chapter title (level 1) 4 likely to incite a strong reaction from the community, or on coverage of a legal case. The Type chapter title (level 2) ..................................................................................................................................................... 5 TypePortlandtitle (level 3) .............................................................................................................................................. 6 chapter Press Herald blocked user comments entirely in late 2010, in response to ‘vile, crude, insensitive and vicious postings’. (That policy has since been reversed and comments areContents enabled, but with a strict no-bullying policy made clear at the top of each comments page.) But there is a real difference between negative and abusive comments. Inviting commentary Contents Error! Bookmark not defined. on news articles will generate differences of opinion and healthy debate. Views that disagree Being social in a regulated world ..................................................... Error! Bookmark not defined. with those of the news organisation should be accepted (andright?Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, actually help to make the site The opportunities for social media for financial services companiesError! Bookmark not defined. feel authentic,rules ofand honest). But there is no need to put up with abuse, personal defined. Setting the open engagement ...................................................... Error! Bookmark not Crisis and risk management over social media ............................. Error! Bookmark not defined. comments or spam. Equally, libellous comments should be removed. Although in the US publications aren’t legally responsible for libellous postings on their sites (unless altered by the organisation – see our legal section, below), this is a more grey area in the UK, and it is goodContents practice to remove anything that could drag you or your users into a court of law.] Some news organisations choose not to publish comments that are very similar to not defined. Contents Error! Bookmark ones that have run social in if they don’t add anything to the debate. In Reuters’ words: Being before, a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. “Some the rules of engagement ...................................................... Error! Bookmark not defined. Setting of the guidelines for our moderators are hard to define precisely. Mocking of Crisis and risk management overfor example, but a moderator Error!has just approved public people can be fair sport, social media ............................. that Bookmark not defined. 30 comments calling someone an idiot can rightly decide that there’s little incremental eModeration: The Guide to Social Mediablock comments of this nature, it’s because of value in publishing the 31st. When we Engagement for Financial Organisations issues of repetition, taste or legal risk, not political bias.” (Note: at the time of writing, there appears to be no engagement with the commenters under this particular post.) 10
    • eModeration: A guide to managing social media for news sites and media organisationsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 TypeAllowingtitle (level 3) .............................................................................................................................................. 3 chapter users the right to contest a decision? If a user contests the decision to delete a comment, or block them, don’t enter into a Type chapter title (level 1) 4 discussion within the thread itself, but move the discussion elsewhere (to a contact centre, for Type chapter title (level 2) ..................................................................................................................................................... 5 Typeexample). As(level of.............................................................................................................................................. 6 chapter title one 3) our community managers, Tom Miller, says:Contents“Its unwise to respond to the user who is protesting a moderation decision within the thread itself. Any limited discussion tends to snowball into more users asking but why X Contents Error! Bookmark not defined. if not Y?. It’s best to direct it through to a contact centre. If the protest starts a new Being social in a regulated world ..................................................... Error! Bookmark not defined. thread, close it with something like Hi xx, we dont discuss moderation issues on the Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. board itself. Please get in touch at for financial services companiesError!be happy to defined. The opportunities for social media xxx and the forum support team will Bookmark not Setting the an old thread, the posts should be split to archive and a post put upnot defined. help. If it’s rules of engagement ...................................................... Error! Bookmark along Crisis and risk management over social media ............................. Error! Bookmark not defined. the lines of A number of posts have been removed from this thread. We dont permit discussion of moderation actions on the board itself but are happy to discuss via xxx.Contents“At the contact centre, after youve explained the decision, if the user still isnt happy and you see no reason to alter the decision, you need to close the discussion: an Contents Error! Bookmark not defined. almost-mean were perfectly within our rights to determine who can and cant use our Being social in a regulated world ..................................................... Error! Bookmark not defined. services and if ‘engage’ with their bank? then youre out. No further discussion willnot defined. Who wants to you cant follow the T&Cs Banks are boring, right?Error! Bookmark be The opportunities for socialrepeat offenders or particularly silly banned users. There is of defined. entered into can work for media for financial services companiesError! Bookmark not Setting the rules of engagement ...................................................... Error! Bookmark not defined. course a nicer approach forover social media ............................. Error! Bookmark not defined. Crisis and risk management people who’ve just got it a bit wrong, saying something like: ‘we hope you can understand our reasoning and change how you post next time’.” eModeration: The Guide to Social Media Engagement for Financial Organisations 11
    • eModeration: A guide to managing social media for news sites and media organisationsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 TypeDealing with (level 3) .............................................................................................................................................. 3 chapter title mis-information Often, the community will pitch in to correct mis- Type chapter title (level 1) 4 information on comment threads. Serious mis- Type chapter title (level 2) ..................................................................................................................................................... 5 information posted within the community should be Type chapter title (level 3) .............................................................................................................................................. 6 corrected (and if it is defamatory, deleted). But it’s notContents always readers who make mistakes. In this Mediashift post, the author Nathan Gibbs gives excellent advice Contents Error! Bookmark not defined. on how to correct (and delete) erroneous posts on Being social in a regulated world ..................................................... Error! Bookmark not defined. social media platforms, including how to publicly acknowledge the error Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! and notify those The opportunities for social media for financial services companiesError! Bookmark not defined. who have the rules of engagement ...................................................... Error! Bookmark not defined. Setting shared it. Crisis and risk management over social media ............................. Error! Bookmark not defined. Dealing with anonymous comments Asking users to register on the site – whether that’s using a social network ID or a separateContents registration process - can reduce spam and abusive comments, and in some cases means Contents the news organisation could hand over details in Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. the event of a lawsuit. (It’s worth noting that Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. depending on the comment software used, an services companiesError! Bookmark not defined. The opportunities for social media for financial IP address the rules of engagement ...................................................... Error! Bookmark not defined. Setting is usually logged with the hosting site, Crisis and risk management over social media ............................. Error! Bookmark not defined. even if there is no registration process.) Of course this is not a foolproof system – as with any social eModeration: The Guide to Social Media Engagement for Financial Organisations media accounts, it’s fairly simple to register false information, but it does helps to reduce the problem, although there is a genuine fear that it will reduce participation... The counter- argument is, of course, whether this inhibits free speech, as explored in this article on Gigaom. Also, linking comments to a persons real Facebook persona, for example, could be potentially dangerous: as one of our Account Managers put it: "With so many clients, we go out of our way to remove PI [personal information]- including real names. I dont want to be tracked down on FB just because someone doesnt like my pro-West Ham remarks on the FA.com. Abusive remarks hiding behind anonymity seem to me to be a lesser evil, and more easily mitigated against." 12
    • eModeration: A guide to managing social media for news sites and media organisationsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 TypeMajor news sites, including the New York Times, the Huffington Post and the Washington Post chapter title (level 3) .............................................................................................................................................. 3 decided not to allow anonymous comments after a review in 2010; the Sun Chronicle has Type chapter title (level 1) 4 gone a step further, charging users a nominal one-off fee of 99 cents to register and Type chapter title (level 2) ..................................................................................................................................................... 5 Typecomment. This is payable via credit card, which means users have to register their real name chapter title (level 3) .............................................................................................................................................. 6 and address.Contents The legal issues of user-generated content on news sites Contents Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. Before opportunities forlegalities of socialfinancial services companiesError! Bookmark are defined. The we get into the social media for media and newsrooms, I should say that we not not Setting the rules of engagement ...................................................... Error! Bookmark not defined. legal experts. But we asked for over social media ............................. Error! Bookmark not defined. Crisis and risk management advice from our legal partners in the US and the UK on the legal issues facing news organisations in creating communities online, and their guidance is below. Of course, news organisations should seek their own independent legal adviceContents making decisions about the inclusion of user-generated content. before In the US, the law is clearer than in the UK in protecting news organisations from liability Contents Error! Bookmark not defined. following a user-generated comment on its site. Deborah Peckham, of Burns & Levinson LLP, Being social in a regulated world ..................................................... Error! Bookmark not defined. says: Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. “Under U.S. law it is clear that a news organization is not responsible for the potentially Crisis and risk management over social media ............................. Error! Bookmark not defined. defamatory content of third party comments posted online. Section 230 of the eModeration: The Guide to Social Media Engagement for “No provider or user of an Communications Decency Act (47 USC § 230 provides Financial Organisations interactive computer service shall be treated as the publisher or speaker of any information provided by another information content provider.” Accordingly, online service providers, including news organizations that publish online, are treated merely as “distributors” of online content and not publishers, for purposes of assigning liability. “Furthermore, online news providers generally will not be accountable even if they edit or remove comments, provided that the editing of content doesn’t materially change the post or comment (for instance by adding a word or removing a word that results in defamatory content).” This principle applies to all social platforms. We asked if there was any difference in legal liability for user-generated content between a platform such as Twitter and a publisher. As Peckham says: 13
    • eModeration: A guide to managing social media for news sites and media organisationsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 “Under U.S. law there is no difference. The critical element is that the Type chapter title (level 3) .............................................................................................................................................. 3 publication/distribution of comments occurs online and that the comments are Type chapter title by a third party that is not an employee of the news organization. spoken/posted (level 1) 4 Type chapter title (level 2) ..................................................................................................................................................... 5 Under such circumstances, there is no liability to the news organization (or the Type chapter title (level 3) .............................................................................................................................................. 6 communications platform, e.g., Yahoo! Or Twitter!)”Contents UK, this is a more complex issue. The EU Commerce Directive’s hosting exemption In the removes liability for certain sites from comments posted by users provided that the content Contents Error! Bookmark not defined. has not been previously seen by the ..................................................... Error! Bookmark not defined. Being social in a regulated world publisher, but it isn’t completely clear to which sites that exemption applies (we wrote a morebank? Banks are boring, right?Error! Bookmark notof Who wants to ‘engage’ with their detailed post on this issue, here). On the subject defined. The opportunities for social media for financial services companiesError! Bookmark not defined. defamation, Rachel Boothroyd, of WTS Legal in the UK, says: Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. "There is a major difference between hate comments and defamation. The first is an unpleasant or negative expression of opinion. There is nothing unlawful about thisContents unless it strays into the realm of the obscenity laws. The second is unlawful and a Contents via the courts on the basis that it is an untrue statement which would lower recourse Error! Bookmark not defined. that person in a regulated world ..................................................... Error! Bookmark not defined. Being social in the eyes of the right-thinking public. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The let’s consider the social mediaissue. Display of defamatory comments beneathnot defined. "So opportunities for defamation for financial services companiesError! Bookmark a Setting the rules of engagement ...................................................... Error! Bookmark not defined. news and riskwould attract the same analysis as any potential liabilityBookmark not defined. Crisis article management over social media ............................. Error! for defamation issue online. The key question is whether the organisation is merely hosting the material eModeration: The Guide from the exemption under the for Financial Organisations and thus may benefit to Social Media Engagement E-Commerce Directive (subject to notice and take down rules) or whether it is publishing the material in which case it does not benefit from any exemption.“ However, no publisher wants their brand to be associated with bad material, and the risk of being sued for defamation is not the only risk that they are running: by only reactively moderating, they are potentially hosting illegal content in the form of obscenity, terrorism, racial abuse, child endangerment... the list goes on. 14
    • eModeration: A guide to managing social media for news sites and media organisationsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 In the US, it is only changing the sense of a user’s post that could result in the publisher being Type chapter title (level 1) 4 liable for that content. Peckham says: Type chapter title (level 2) ..................................................................................................................................................... 5 Type chapter title (level 3) .............................................................................................................................................. 6 “For instance, if the news organization changes the sentence “Mayor Dobbins is a thief,” to “Mayor Dobbins is not a thief,” then the new organization may lose itsContents immunity from publisher liability for defamatory content under the Communications Contents Act.” Decency Error! Bookmark not defined. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. News organisations in the US and the UK have no legal obligation to hand over users’ details. The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. As Peckham says of the US: Crisis and risk management over social media ............................. Error! Bookmark not defined. “Under U.S. law there is no requirement that service providers or publisher release identities. Typically, aggrieved subjects of allegedly defamatory content will seek legalContentsredress in the form of a court order requiring disclosure. While the law is unsettled, most courts that have heard such challenges require that the complaining party submit Contents Error! Bookmark not defined. adequate evidence to sustain a defamation claim before they will issue an order to a Being social in a regulated world ..................................................... Error! Bookmark not defined. publisher requiring disclosure. That said, Banks are boring, right?Error! Bookmark not defined. Who wants to ‘engage’ with their bank?as a practical matter many service providers, The opportunities for social media for financial use that purport to notify posters that including news organizations will post terms of services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. they and risk management over social or without a court order. Many simply not defined. Crisis will (or will not) identify posters withmedia ............................. Error! Bookmark do not want to be sued or appear in court and so will reserve the right to reveal the names of eModeration:as toGuide to Social Media Engagement for Financial Organisations authors so The avoid legal proceedings.” Rachel Boothroyd says of the UK: “In the UK, there is no legal right to access. In fact, it is arguable that under Data Protection laws the news organisation would be in breach of its obligations if it gives away personal information relating to a subscriber or otherwise a person submitting comment. For these and other reasons, many news organisations and ISPs do not as a matter of policy provide such details and a complainant must obtain a court order compelling such disclosure.” 15
    • eModeration: A guide to managing social media for news sites and media organisationsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 TypeCreating engaging communities chapter title (level 3) .............................................................................................................................................. 3 Type chapter title (level 1) 4 Set the tone for each community. Different communities (and channels) require different Type chapter title (level 2) ..................................................................................................................................................... 5 Typehandling. Meg Pickard, head of digital engagement at the UK’s Guardian newspaper, is chapter title (level 3) .............................................................................................................................................. 6 quoted in an article by Emma Heald on editorsweblog.org as saying Twitter is a moreContents "conversational medium" than Facebook, and has a "real immediate journalistic aim," while Facebook is more about sharing content with friends. In the same article, Heald goes on to Contents Error! Bookmark not defined. say: Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial servicesthe way the paper uses Twitter defined. “Pickard made an interesting differentiation between companiesError! Bookmark not Setting the rules of engagement ...................................................... Error! Bookmark not defined. and Facebook in terms of the type of content ............................. Error! Facebook, not defined. Crisis and risk management over social media it posts to each. With Bookmark it is necessary to remember that this is more social territory, Pickard said, and that the news from media organisations will be mixed in with news from users friends.”Contents Apply resource. Managing a community takes time and effort, both from moderators and Contents Error! Bookmark not defined. community managers and from the journalists who created the original content. In another article bysocial inshe quotes the New York Times social media editor, Jennifer Preston, defined. Being Heald, a regulated world ..................................................... Error! Bookmark not as Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. saying:opportunities for social media for financial services companiesError! Bookmark not defined. The Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. “The journalists have to own the page. I warn them that its like a puppy... you have to be prepared to commit.” eModeration: The Guide to Social Media Engagement for Financial Organisations Have conversations, don’t just broadcast information. The secret to a valuable community is to listen as well as to feed information out into the community. Asking questions, listening to users and ascertaining the mood of the community works as market research for media organisations and can help them develop stories that their readers want. 16
    • eModeration: A guide to managing social media for news sites and media organisationsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 TypeStay involved. A journalist’s personal brand can support that of his or her media organisation, chapter title (level 3) .............................................................................................................................................. 3 and inspire loyalty, according to Brandmeajournalist.com. Although, of course, this also poses Type chapter title (level 1) 4 a risk for the organisation – if a journalist leaves, his or her followers leave, too. Facebook has Type chapter title (level 2) ..................................................................................................................................................... 5 Typea guide for journalists on how to set up their Facebook pages, including the following advice: chapter title (level 3) .............................................................................................................................................. 6Contents“Ask questions, solicit feedback, and use the wisdom of the crowd. Pages enable you to not only have a dialogue with your community around the content youre Contents Error! Bookmark not defined. producing, but also enlist them in the process for crowdsourcing.” Being social in a regulated world ..................................................... Error! Bookmark not defined. Here is a useful guide about the kind of posts that will are boring, right?Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks engage (including posting out of hours). The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Dan Gillmor’srisk management over social example of Robert Niles: Crisis and book, Mediactive, cites the media ............................. Error! Bookmark not defined. “Robert Niles, who has created a number of online services including the award- winning Theme Park Insider.com says that tomorrow’s journalists will need to beContents community organizers—and that you’ll need to understand that the people who pay Contents not just the audience, comprise one of the communities you’ll need tonot defined. the bills, Error! Bookmark Being social inserve. This is true for ..................................................... Error! Bookmark not defined. organize and a regulated world a one-person effort or a larger one.” Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. “Know what you’re doing online,” Niles says. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. “Embrace community organizing; create value for a community… [and] you will find a community that will value you.” eModeration: The Guide to Social Media Engagement for Financial Organisations 17
    • eModeration: A guide to managing social media for news sites and media organisationsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 Type chapter title (level 3) .............................................................................................................................................. 3 The future for social news Type chapter title (level 1) 4 Type chapter titleexcellent..................................................................................................................................................... 5 There’s an (level 2) article in The Economist which claims that news is going back to its Type chapter title (level 3) .............................................................................................................................................. 6 traditional roots before mass media: a time when it was spread through word of mouth in coffee houses and taverns, via leaflets and newsletters. Those coffee house conversations areContents now held on Facebook, and Twitter has replaced the pamphlet. But the basic human behaviour – sharing information and views on current events – hasn’t changed. not defined. Contents Error! Bookmark While of course in a regulateddoesn’t cause revolutions, it plays a part in communicating Being social social media world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. those revolutions to the social media for financial services companiesError! Bookmark so defined. The opportunities for outside world, faster than we have ever known (and in doing not Setting the rules of engagement ...................................................... Error! Bookmark not defined. facilitates them, management over social media ............................. Error! Bookmark a mobile Crisis and risk provides critical mass to nascent movements). A consumer with not defined. phone is as likely to provide that front page story as a journalist in situ. The traditional news model – one way communication of news – has shifted for good. But consumers are still seeking out reliable news sources over these new channels, just as journalists are seeking outContents reliable sources. Contents Error! Bookmark not defined. Managed properly, the engagement between news media and consumers could benefit Being social in a regulated world ..................................................... Error! Bookmark not defined. both sides immeasurably. with their bank? Banks are boring, right?Error! Bookmark not defined. Who wants to ‘engage’ The opportunities for social media for financial services companiesError! Bookmark not defined. Setting the rules of engagement ...................................................... Error! Bookmark not defined. Crisis and risk management over social media ............................. Error! Bookmark not defined. eModeration: The Guide to Social Media Engagement for Financial Organisations 18
    • eModeration: A guide to managing social media for news sites and media organisationsTable of Contents Type chapter title (level 1) 1 Type chapter title (level 2) ..................................................................................................................................................... 2 TypeAbout title (level 3) .............................................................................................................................................. 3 chapter eModeration eModeration Limited is an award-winning social media management agency. It works with Type chapter title (level 1) 4 some of the world’s biggest brands (including BBC Worldwide, ITV, HSBC, MTV, Sony Mobile, Type chapter title (level 2) ..................................................................................................................................................... 5 TypeESPN, Hyundai, Smirnoff, the LEGO Group, Sprint and The Economist) and agencies (including chapter title (level 3) .............................................................................................................................................. 6 Starcom MediaVest Group, Wieden + Kennedy, Ogilvy, Saatchi & Saatchi, DDB Worldwide,Contents Porter + Bogusky and Publicis Groupe). Crispin Contents Error! Bookmark not defined. Based in London UK, with offices in Los Angeles and New York, eModeration provides multi- Being social in a regulated world ..................................................... Error! Bookmark not defined. lingual moderation and community managementare boring, right?Error! and social media Who wants to ‘engage’ with their bank? Banks services, consultancy Bookmark not defined. The opportunities for social media for financial services companiesError! Bookmark not defined. crisis management of engagement ...................................................... Error! Bookmark not defined. Setting the rules training to clients in the TV, entertainment and digital publishing industry Crisis and risk management over social media ............................. Error! Bookmark not defined. and blue chip clients hosting online communities. Committed to ethical business practices and to the promotion of child online safety,Contents eModerations CEO Tamara Littleton recently worked with the UK Government department Contents Error! Bookmark not defined. UKCCIS to produce its guidelines on how to moderate online environments for children. Being social in a regulated world ..................................................... Error! Bookmark not defined. Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined. eModeration contributes to the growth of knowledge in the social media world via its not defined. The opportunities for social media for financial services companiesError! Bookmark white Setting the rules of engagement ...................................................... Error! Bookmark not defined. papers, blogs and seminars, and has a strong roster of returning clients who appreciate the Crisis and risk management over social media ............................. Error! Bookmark not defined. high quality of its services. eModeration: The Guide to Social Media Engagement for Financial Organisations Media and blogger contacts: For eModeration: To speak to Tamara Littleton, CEO, eModeration, please contact: Kate Hartley, Carrot Communications, Tel: 0203 178 5052 / email kate.hartley@carrotcomms.co.uk 19