Social media comment moderation (UGC)

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Social media comment moderation (UGC)

  1. 1. COMMENT MODERATION & SOCIAL MEDIA http://www.flickr.com/photos/mararie/8238647044/
  2. 2. Hi, I’m Greg Senior community manager at Quiip ! Currently based in: Brisbane Hong Kong Vancouver Calgary London Reykjavík Austin
  3. 3. What are we talking about today?
  4. 4. Dealing with comments!
  5. 5. :-O
  6. 6. Positive ones, too! :-)
  7. 7. Dealing with comments on social media Why is it important to moderate? Moderation strategies
  8. 8. Why is it important to moderate?
  9. 9. RISKS http://www.flickr.com/photos/tambako/4598642399/
  10. 10. BE RISK PREPARED NOT RISK ADVERSE
  11. 11. Three types of risk 1. Legal risks 2. User risks 3. Reputation risks
  12. 12. LEGAL RISKS http://www.flickr.com/photos/60588258@N00/3293465641/
  13. 13. Examples of legal risks Defamation Discrimination Harassment / bullying Contempt of court IP/Copyright infringement
  14. 14. USER RISKS http://www.flickr.com/photos/42941459@N00/6140660504/
  15. 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. 16. REPUTATION RISKS http://www.flickr.com/photos/mararie/8238647044/
  17. 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. 18. That’s a lot of risk!
  19. 19. “Maybe we shouldn’t allow comments…”
  20. 20. but…
  21. 21. They can make a difference.
  22. 22. How do we keep the good while reducing the bad?
  23. 23. Dealing with comments on social media ✓ Why is it important to moderate? Moderation strategies
  24. 24. ! Moderation strategies
  25. 25. What’s a moderation strategy?
  26. 26. MODERATION STRATEGY Moderation guidelines (house rules) Terms of Use (maybe) Moderation schedule Response matrix & content classification Moderation process Escalation chart
  27. 27. Moderation Guidelines
  28. 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. 29. Terms of Use
  30. 30. Moderation Schedule
  31. 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. 32. Response Matrix + Content Classification
  33. 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. 34. Moderation Process
  35. 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. 36. Escalation Chart
  37. 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. 38. In summary… Moderation guidelines (house rules) Terms of Use (maybe) Moderation schedule Response matrix & content classification Moderation process Escalation chart
  39. 39. Your team
  40. 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. 41. THANK YOU & GOOD LUCK!
  42. 42. QUIIP.COM.AU | @QUIIP | INFO@QUIIP.COM.AU PHONE: 61 2 8005 8277 SWARMCONFERENCE.COM.AU | @SWARMCONF

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