Growing a brand’s presence on social media may be a key priority for businesses (Mario. B, 2023). Yet, keeping your image constant and making sure you don’t lose the presence you’ve worked so hard to establish are equally crucial. Because of the potential influence of the activity on your brand’s social media pages, online content management is essential (Wu. C., et al., 2023).
But what exactly is content moderation? And in the context of social media, what is its function? We go into great detail on content moderation in this article, including what it is and how to do it on social media. Let’s start now.
What Does Content Modification Mean?
The practice of checking whether content provided to a website complies with the site’s rules and guidelines and is appropriate to post on the site is known as content moderation. It entails establishing policies and standards that all information posted on the website must follow and removing anything that is judged offensive, sensitive, or unsuitable.
In essence, content moderation makes ensuring that the material posted on the website is not impermissible, offensive, harassing, or damaging to other people. It is frequently used in websites like forums, social networking platforms, dating sites, and e-commerce sites that rely significantly on user-generated content.
What Does Social Media Content Moderation Entail?
The process of monitoring and moderating user-generated content on your brand’s social media page is known as content moderation in the social media environment. Often known as social media moderation, this may entail answering user comments, reporting, or even removing posts and comments if they don’t follow the rules established by your company.
The Importance of Moderation on Social Media
Brands that want to maintain a consistent image and create a safe online community for their audience must moderate their social media content. Content moderation should be a top priority in your brand’s social media strategy for a variety of reasons.
Identifying Critical Issues
Whether it’s a typo in your caption or a broken link in your ad, social media users are quick to point out problems that need to be addressed right away. Furthermore, spikes in negative comments may indicate larger issues with your brand and/or its products. Moderating comments is an excellent way to identify and resolve urgent issues before they escalate.
Protecting Your Community
Once you’ve established a social media community of devoted fans and followers, you’ll want to do everything possible to safeguard the community. This could be due to obviously harmful actions such as hate speech and discriminatory language, or it could be due to spam and scams.
Scammers may be lurking in the comments section, looking for vulnerable people looking for deals and discounts. Or, as in the following example, they could comment on quick ways to make money or solve a specific problem.
They could then target them by requesting personally identifiable information, which they could then use maliciously. Content moderation enables you to detect and manage harmful or hateful comments.
Managing Your Brand’s Image
The comments on your brand’s social media page reflect the image of your brand. Allowing hate speech or discriminatory language in your comments section, whether you agree with it or not, reflects poorly on your brand. People will associate your brand with those comments, which could permanently damage your brand image.
Furthermore, negative comments about your brand reflect poorly on you, especially if they all point to the same problem, such as undelivered orders or unresponsive customer support teams. Situations in which a customer agrees with a negative comment made by another customer may leave a negative impression on many potential and existing customers.
Controlling Unauthorized Selling
Large brands are frequently the victims of counterfeiting and unauthorized reselling. In addition, counterfeiters and unauthorized resellers may use your social media comments section to locate potential buyers. Moderating your comments is critical to keeping those attempts in check and avoiding losing sales to competitors.
Ensure the Accuracy of Information
Trolls and malicious users who want to spread false information about your products or services may be drawn to your brand’s comment section. Furthermore, you may receive comments on incorrect information about your products or services, such as the ingredients used or how they should be used.
Whether these users intend to cause actual harm to your brand or are simply trolling, they may create a negative brand perception. In some cases, they may even endanger community members who follow their advice. As a result, it is critical that you closely moderate these types of comments so that your community only receives accurate information.
Automated Moderation vs. Human Moderation
When it comes to setting up a content moderation system for their social media pages, brands frequently have to choose between human or manual moderation and automated moderation. A human moderator screens and manages comments on your social media page to ensure that they adhere to your community guidelines. While this ensures that every comment is reviewed thoroughly, it can be time-consuming.
As a result, human moderation may be appropriate only for small businesses that receive only a few comments on their posts. When the comments and conversations begin to pile up, brands must stay on top of them to ensure that no harmful comments slip through the cracks. They must do so in near real time so that problematic content does not have time to harm their community or brand reputation.
Automated moderation via content moderation tools has emerged as the best option. Each comment submitted to your social media page is automatically screened and approved or rejected by the tool. This significantly reduces the time it takes to review and manage comments and posts on your social media pages.
In some cases, the comments are also forwarded to a human moderator for further review. This extra step is necessary when the tool is unable to understand the nuances in the comment in order to determine whether it complies with the brand’s community guidelines.
Certain social media management platforms, such as Sendible, include content moderation features for Facebook. This feature allows you to specify words or phrases that violate your community guidelines, and the tool will automatically remove posts or comments that contain those keywords.
Best Practices for Content Moderation
It’s time to start using content moderation for your brand now that you understand what it is and why you need it for your social media page. Here are some best practices to follow in order to successfully moderate user-generated content on your brand’s social media channels.
Create a set of clear community rules and guidelines.
Begin by defining the rules and guidelines so that your audience understands the type of environment you want to create for your community. This may differ between brands and social media communities. While some brands may allow swear words (particularly when used in a positive context), others may not. Simultaneously, all brands may agree to prohibit offensive and discriminatory language.
To get a better idea of what those rules and guidelines might be, consider who your followers are, what your brand personality is, and what type of content you have on your page. These rules and guidelines must be followed in order to determine your moderation methods and establish a baseline for your actions.
You may also want to make these rules and guidelines available to your audience. This improves transparency and clears up any confusion about what types of content are and are not permitted on your page. This information can be added to your Facebook page’s “Details” section. You may need to publish them as an image on visual platforms such as Instagram.
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