Moderation of a global beverage company’s user-generated content (UGC)
With thousands of pieces of content being posted daily and millions of fans to protect, companies rely on consistent and experienced coverage by one provider to ensure the safety of its brands and the management of its communities.
0% adverse events
42 average monthly status updates
8.1% average monthly fan growth
Scenario *Data pulled from May, June and July of 2011 Facebook Page Moderation Rating PG-13 Risk Rating Medium # of trained Moderators 2 moderators, 1 shift lead, 1 community manager Time Frame 3 months* Services UGC Moderation
Post-Moderation, meaning that all content is viewed after being posted by the user.
For the purposes of this study data was taken off one of the brand’s average Facebook pages.
Service Level Agreement (SLA)
8 a.m. – 12 a.m. – Checked every 4 hours
12 a.m. – 8 a.m. – Checked every 4 hours
Monthly Moderation Breakdown The inner circle represents the number of pieces of content approved, while the middle circle represents content rejected and the very outer circle represents content escalated.
Monthly Content Breakdown POSTS May 2011 June 2011 July 2011 Board 23 14 6 Wall 1629 1158 1141 Status 1901 2967 1930 Photo 164 194 90 Photo Comments 57 42 37 Video 4 2 2 Video Comments 0 0 3
High volume does not always mean that your Facebook pages are at higher risk for adverse events, however it does increase the number of pieces of content that need to be removed daily, as well as the number of customer service or support related content posted on your pages.
This report showed that on average 18% of content was removed by moderators and 117 consumer questions were escalated to the brand over the course of the three month reporting period, which otherwise would have gone unanswered.
Contact Thanks, Alisha Paul | Director, Marketing & Social Media [email_address] | @alishaizanne If you would like to contact ICUC regarding moderation services for your brand, please contact: Jan Reischek | VP, Client Services [email_address] | @JReischek