Dominic Sparkes


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Dominic Sparkes

  1. 2. We manage Social Media for the following companies… Media & Publishing Children’s Retail & FMCG Retail & FMCG Sport Government, Corporate & Non-Profit Social Networking
  2. 3. <ul><li>The next 5 to 10 minutes… </li></ul><ul><li>What brands want from moderation </li></ul><ul><li>What is moderation & why bother? </li></ul><ul><li>How do we moderate? </li></ul><ul><li>Considerations for Facebook & other Social Networks </li></ul>
  3. 4. <ul><li>Brands ask us to… </li></ul><ul><li>Ensure their reputation isn’t tarnished through inappropriate content </li></ul><ul><li>Communicate with customers on their behalf </li></ul><ul><li>Decrease their workload </li></ul><ul><li>Add insight into their customers views and concerns </li></ul><ul><li>Share the risk in providing user generated content areas </li></ul>
  4. 5. <ul><li>What is moderation & why bother? </li></ul><ul><li>Not just editing and deleting </li></ul><ul><li>It’s about protecting users – in particular children </li></ul><ul><li>It’s protecting your brand reputation and avoiding the one way conversation </li></ul><ul><li>It’s providing an editorial tone of voice </li></ul><ul><li>It’s managing the community </li></ul><ul><li>It’s enriching the content through editorial processes </li></ul><ul><li>it’s monitoring 3 rd party notifications and acting upon them </li></ul>
  5. 7. <ul><li>What is moderation & why bother? </li></ul><ul><li>You can use moderators to help drive traffic through… </li></ul><ul><li>- Quality control </li></ul><ul><li>- Interacting with users </li></ul><ul><li>- Reporting on trends </li></ul><ul><li>- Feeding back into the business and drive value </li></ul><ul><li>All whilst protecting your brand, content and users </li></ul><ul><li>It’s about creating value from Social Media and Communities </li></ul>
  6. 8. <ul><li>How we moderate </li></ul><ul><li>Moderation can be split into 3 main categories </li></ul><ul><li>Pre </li></ul><ul><li>Post </li></ul><ul><li>Reactive </li></ul><ul><li>Many Social Media spaces use a combination to maximise the effectiveness of the moderation resource. </li></ul><ul><li>The BBC does this, for example… </li></ul><ul><li>We pre-moderate all CBBC content </li></ul><ul><li>Higher risk boards are post moderated </li></ul><ul><li>Many high traffic, lower risk areas are reactively moderated </li></ul><ul><li>Across Social Networks, we employ all three techniques depending on the tools available </li></ul>
  7. 9. <ul><li>Moderation tools </li></ul><ul><li>VERY few effective moderation functions within Social Network admin interfaces </li></ul><ul><li>3 rd party tools coming of age (including from our friends at Nudge) </li></ul><ul><li>Effective tools can increase moderation productivity immensely </li></ul><ul><li>Key functionality should include: </li></ul><ul><ul><li>Basic actions – accept, edit, delete </li></ul></ul><ul><ul><li>Referral & Escalation </li></ul></ul><ul><ul><li>Communication process </li></ul></ul><ul><ul><li>User management </li></ul></ul><ul><ul><li>Reports & Analytics </li></ul></ul>
  8. 10. Social Network moderation, some useful considerations to take away … Carry out a risk analysis Assess the moderation style needed? Is there a customer service element? What’s the communication workflow? Are the moderation tools up to the job? What ongoing resources are needed to protect the brand/profile/campaign effectively?
  9. 11. Thank you for your time For further information please contact: [email_address] +44 20 7636 1200