Facebook to open post commenting: Part 2

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This is an update to an earlier presentation on Facebook's planned change to their policy on disabling comments made to Wall posts. Currently, Page administrators have the ability to disable user comments to Wall posts, photos, and videos. They will be changing that policy to open up post comments on all Pages with a few exceptions.

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Facebook to open post commenting: Part 2

  1. 1. Facebook Comments IssueScenario PlanningMay 20, 2011
  2. 2. Situation Overview• What we know: •  Facebook is planning to enable commenting to Wall posts on all Pages other than those that are solely dedicated to a prescription drug. •  This will apply to new Pages immediately and existing Pages as of August 15, 2011.Contents are proprietary and confidential.
  3. 3. Facebook Pages Affected• Corporate Pharma Pages• Disease-state / Therapeutic Area Pages• Unbranded Campaign Pages• Patient Community PagesFacebook Pages Unaffected (can still disable post comments)• Pages solely dedicated to a prescription drugContents are proprietary and confidential.
  4. 4. What Is Expected to Change• Anyone will be able to comment on a … •  Wall post •  Video that’s been uploaded •  Photo that’s been uploaded• You can still remove comments after the fact• Exceptions would be photos/videos that appear within a custom app/tab or displayed via another video playerContents are proprietary and confidential.
  5. 5. Scenario PlanningFacebook Implements Open Comments in June1.  Assemble Social Media Task Force2.  Legal revises company’s Terms of Use for Facebook Page to include company’s right to remove comments at their discretion •  Note cases where comments may be removed (mention of a drug name, AE, off-label use, misuse, SPAM, profanity, malicious code) •  Once a comment is deleted, it’s gone forever3.  Notify affected brand and comms teams4.  Notify your Facebook fans of these changes5.  Implement a tool that will e-mail you whenever someone comments to your Page (Page Notifier app)6.  Set the Moderation and Profanity Blocklists7.  Institute rigorous human monitoring8.  Utilize tool that features auto-removal of comments that contain certain words and phrases (WCG can recommend)9.  Consider creation of a custom app WallContents are proprietary and confidential.Source: Radian6
  6. 6. Q&A• I’m a big company. Can I get an exception? •  No.• Can I be grandfathered in? •  No. This will apply to current, as well as new, Pages.• Can I pre-screen comments as a compromise? •  No, but you could create a custom Wall and disable the main Wall. However, it will need to be created in a way that posts to it still appear in fans’ newsfeeds.• Will open comments apply retroactively to old posts? •  Yes. Older Page posts will be open for user comments after the change.Contents are proprietary and confidential.Source: Radian6
  7. 7. Q&A, con’t.• Can I temporarily remove the Page? •  No. If you remove a Page, it’s gone for good.• Should I just delete my Page? •  That is your prerogative, but ask yourself, “Why did we start this Page in the first place? To engage or to advertise?” If it’s the former, then the reason to have it remains.• Won’t my custom tab pre-screen the comments? •  Yes, but only those comments made on that custom tab• If I just put my ISI on my disease-state Page, can I get an exception? •  No, the sole focus of the Page must be a prescription drug in order to have post commenting disabledContents are proprietary and confidential.Source: Radian6
  8. 8. When this happens, be mindful of …• Dissatisfied patients/caregivers• Current employees: remind them of internal SM policy• Ex-employees: disgruntled or laid off• Pharma naysayers, watchdog groups• Patients openly discussing treatments• “Free prescription” spammers• Corporate/financial newsContents are proprietary and confidential.Source: Radian6
  9. 9. blog.wcgworld.com

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