We manage Social Media for the following companies…

Media & PublishingChildren’sRetail & FMCGRetail & FMCGSportGovernment, Corporate & Non-ProfitSocial Networking

The next 5 to 10 minutes…

• What brands want from moderation

• What is moderation & why bother?

• How do we moderate?

• Considerations for Facebook & other Social Networks

Brands ask us to…

• Ensure their reputation isn’t tarnished through inappropriate content

• Communicate with customers on their behalf

• Decrease their workload

• Add insight into their customers views and concerns

• Share the risk in providing user generated content areas

What is moderation & why bother?

• Not just editing and deleting

• It’s about protecting users – in particular children

• It’s protecting your brand reputation and avoiding the one way conversation

• It’s providing an editorial tone of voice

• It’s managing the community

• It’s enriching the content through editorial processes

• it’s monitoring 3rd party notifications and acting upon them

What is moderation & why bother?

• You can use moderators to help drive traffic through…

- Quality control- Interacting with users- Reporting on trends- Feeding back into the business and drive value

All whilst protecting your brand, content and users

• It’s about creating value from Social Media and Communities

How we moderate

Moderation can be split into 3 main categories

• Pre• Post• Reactive

Many Social Media spaces use a combination to maximise the effectiveness of the moderation resource.

The BBC does this, for example…

• We pre-moderate all CBBC content• Higher risk boards are post moderated• Many high traffic, lower risk areas are reactively moderated

Across Social Networks, we employ all three techniques depending on the tools available

Moderation tools

• VERY few effective moderation functions within Social Network admin interfaces

• 3rd party tools coming of age (including from our friends at Nudge)

• Effective tools can increase moderation productivity immensely

• Key functionality should include:

• Basic actions – accept, edit, delete• Referral & Escalation• Communication process• User management• Reports & Analytics

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?

Thank you for your time

For further information please contact:

Dominic.sparkes@tempero.co.uk

www.tempero.co.uk

+44 20 7636 1200