Online Communities: Moderation & Governance

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- Building a healthy community; key considerations
- Valuing the role & seniority of community management
- Moderation and its role in governance
- Moderation strategy & risk preparation

Published in: Business, Technology

Online Communities: Moderation & Governance

  1. 1. COMMUNITY MANAGEMENT MODERATION & GOVERNANCE Alison Michalk
  2. 2. ABOUT ME - QUIIP CEO: COMMUNITY MANAGEMENT SERVICES CO. - FORMER ESSENTIAL BABY (FAIRFAX DIGITAL) COMMUNITY MANGER & EDITOR
 - FOUNDER SWARM #CMGR CONFERENCE - MANAGES AUSTRALIAN COMMUNITY MANAGERS’ GROUP (OVER 700 CMs) - WORKED WITH COMMUNITIES FOR 10 YEARS - FOCUS ON HIGH-RISK & SENSITIVE CONTENT
  3. 3. A SPECIFIC GROUP OF PEOPLE 
 WHO FORM RELATIONSHIPS OVER TIME 
 AROUND A STRONG COMMON INTEREST.
  4. 4. WHY BUILD COMMUNITY? • Build customer loyalty • Idea generation / product development • Customer support • Increased revenue, decreased costs • Long-term asset for the business • User-generated content & space • Content & control • Better ability to engage with members • Better moderation functionality
  5. 5. “COMMUNITY MANAGEMENT IS THE DISCIPLINE OF ENSURING PRODUCTIVE COMMUNITIES” @TheCR
  6. 6. 24/7
  7. 7. KEY COMMUNITY MANAGEMENT SKILLS ! • Incredible communicator - ability to translate PR “on message” comms. • Content creation & curation - editorial skills. • Thick skin but empathetic, cope with emotional challenges • Conflict resolution • Business nous, working across departments •Ability to facilitate peer to peer discussion ! • Advocate - galvanises internal support • Ambassador - represent the members • Problem solver • Ability to build trust • Compile actionable reports, understand & analysis metrics • Understanding of how to develop the community • Understanding our how the community & business objectives align
  8. 8. COMMUNITY MANAGEMENT PILLARS 1 ENGAGEMENT: - FACILITATE PEER-2P - GROWTH
 - SENSE OF BELONGING
 2 RISK MITIGATION:
 - LEGAL
 - BRAND
 - USER
 3 STRATEGY: - ALIGN BUSINESS OBJECTIVES - GROWTH PLAN - METRICS & MEASUREMENT
  9. 9. ENGAGE ! • WELCOME MEMBERS • COMMUNITY SENTIMENT • HIGHLIGHT CONTENT • SHOWCASE USERS • RESOLVE DISPUTES
 •FACILITATE PEER-TO- INTERACTIONS • BUILD INFLUENCE & INSIDER GROUP • REINFORCE & REWARD POSITIVE BEHAVIOUR
  10. 10. LEGAL RISKS ! • COPYRIGHT • IP INFRINGEMENT • DEFAMATION • DISCRIMINATION • CONTEMPT OF COURT • FALSE & MISLEADING • COMP. & CONSUMER ACT • BULLYING/HARASSMENT
 http://www.flickr.com/photos/60588258@N00/3293465641/
  11. 11. USER RISKS ! • NEGATIVE EXPERIENCE • PROFANITY / CONTENT • DISCLOSURE • DUTY OF CARE • TROLLING & BULLYING • NEGLECT • PERSONAL HARM • MENTAL HEALTH
 http://www.flickr.com/photos/42941459@N00/6140660504/
  12. 12. BE RISK PREPARED NOT RISK ADVERSE
  13. 13. THE ROLE OF MODERATION
  14. 14. ! MODERATION • MINIMISE RISKS • CREATE A CULTURE • SET THE TONE • CREATE A SAFE & 
 WELCOMING SPACE • FOSTER SELF-GOVERNANCE • GROW THE COMMUNITY • IDENTIFY VOLUNTEERS • CURATE CONTENT • IDENTIFY ISSUES

  15. 15. #1 ONLINE
 COMMUNITY GUIDELINES #2 
 INTERNAL CM
 GUIDELINES #3
 RESPONSE MATRIX MODERATION STRATEGY #4 CONTENT 
 ASSESSMENT 
 CHART #5 ESCALATION 
 PROCEDURE #6 SOCIAL MEDIA 
 POLICY & ToS
  16. 16. HOURS OF COVERAGE COMMUNITY PEAK TIMES AFTERHOURS ACTIVITY MODERATION CONSIDERATIONS RISK WINDOW PROCEDURES RESOURCES + SKILL LEVEL
  17. 17. COMMUNITY GUIDELINES ! • FOCUS ON THE DO’S • SHOW HOW TO GET VALUE • CONVERSATIONAL • BRIEF • EASY TO FIND • CONSULT & REVISE • LINK & REFERENCE

  18. 18. #2 INTERNAL CM MANUAL #3 RESPONSE MATRIX #4 CONTENT ASSESSMENT #5 ESCALATION PROCEDURE
  19. 19. FACEBOOK • LIMITED MODERATION FUNCTIONALITY: moderation blocklist, filter, turn-off • FB COMMUNITY GROWTH NOT ORGANIC, USUALLY DRIVEN BY ADVERTISING - CAN BRING “UNDESIRABLES!” • EDGERANK CAN LEAD TO PROVOCATIVE AND DESPERATE CONTENT • 3RD PARTY PLATFORMS STILL RELY ON FB API, SO MANUAL CHECKING IS ALSO ADVISED. (Eg. Conversocial, Context Optional, BuddyMedia, Sprout social, Hootsuite.)
  20. 20. TROLL VS DETRACTOR • Trolls have no interest in a resolution. • Detractors are critics. They may be irate but also seeking resolution. • Know the difference between provocation and frustration. Listen. • Try to see the issue from their perspective. • Take the issue offline - even via phone. Ensure you have the answers and support you need when you do. • Give them enough rope! • Know when to do nothing (but deep breaths).
  21. 21. 10 RESPONSE TIPS 1. Fire drills - practice! 2. Determine the issue, research the poster. Are they a blogger? A reporter? A known troll? A well known group of activists? 6. Prepare resources beyond business hours. You may require multiple hands on deck at once. 3. Identify common questions/themes. 9. Don’t delete negative comments unless they breach your guidelines, or the ToS. Be sure to articulate this to the community. 4. Do not cut & paste the same response! 5. Prepare responses / apology / explanation. Higher the better (CEO). Ask for patience if you’re waiting on further information etc. Make 1st effort count! ! 7. Offer the community something. 8. Use filters and pre-moderation if necessary. 10. Breathe! Give the community space to respond and answer each other. Your advocates will do a more powerful job than you can!
  22. 22. THANK YOU & GOOD LUCK! QUIIP.COM.AU | @QUIIP SWARMCONFERENCE.COM.AU | @SWARMCONF EMAIL US! INFO@QUIIP.COM.AU Image: http://www.flickr.com/photos/15132846@N00/8197868606/

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