Why Content Moderation is at the Centre of Community Management?

Content moderation with reference to community management entails the following:

  • To managing the community of your brand
  • To moderate the comments of other users as well as what they post
  • To make sure that the community guidelines are followed by everyone
  • To answer questions pertaining to the concerns of the audience
  • To engage in a group discussion

In addition to that, there are several other responsibilities as well when it comes to content moderation vis-à-vis community management. Community management is successful only when the audience has an open channel to communicate with the brand.

Consequently, a community of fans will emerge from your brand who will display loyalty and the willingness to come back to your brand. Here are few practices that one needs to take into account during content moderation vis-à-vis community management.

Learning about the audience more

Analysing the psychographics and demographics of the audience is crucial. You can get this information using your own internal data which can be obtained from your customer service software or Google Analytics to name a couple. In simple terms, it is your responsibility to find out that you’re employing appropriate channels to reach out to the audience you wish to cater to. May be your audience prefers conducting discussions in private and not on public forums such as a fan page.

It is imperative that you know the location of your audience so you can deal with different issues. You also need to find out whether or not you require multilingual moderators so that people could communicate in different languages. Lastly, it is also essential to know your audience’s psychographic profile as it helps you understand how to talk to them. Each one of them is unique and therefore require a different attention than the other.

Choosing the appropriate tone

You have to ensure that the audience doesn’t post anything that is inflammatory. It’s very common among brands to create their own guidelines regarding what tone should be used as well as how to communicate. You have to make these decisions beforehand, so that there is no problem regarding talking with the users.

Monitoring the opinion of people vis-à-vis your brand

Apart from monitoring the usual metrics of social media like reach and engagement, you must also monitor the social sentiment. Analysing sentiment is crucial as it provides you an idea regarding how your brand is viewed by your audience. Positive sentiment translates to a positive association that people have with your brand.

It also means that they’ll become loyal fans. It is your job to be trustworthy, helpful, and responsible as that also your brand as well as your consumers. One way of monitoring the sentiment is via tracking the comment sentiment on social media profiles.

Making it personal

People always feel better when they feel recognized as individual who have their own opinions and needs. When you address someone with their name and the problem specific to them, you build rapport with them. These personal interactions show users that they are getting undivided attention from you. In simple terms, stay consistent and don’t be a stranger.

Breaking the ice

You should take the initiative to initiate the conversation with other people. You can ask around if people wish to share their experiences with your brand. This will increase their engagement in your posts and also contribute to your brand’s overall success. It is necessary that people don’t have to interact with a chatbot or any other automated way, as that doesn’t build rapport.

People won’t feel interested in being open about their experiences as well. Getting feedback from people indicates that you can use that feedback for improving your services that suits them better.

Not overstepping boundaries

Breaking the ice doesn’t translate to becoming too friendly. In the end, you need to respect certain boundaries. Your responses shouldn’t be made in a way that it can be misconstrued by others. Without facial expression or your tone of voice in the context, your statements are prone to misinterpretation.

Don’t get too reactive if someone pushes you to your limit. Getting caught up in the moment is natural, yet you need to resist that urge as it’s unprofessional and ends up creating hostility.

Staying organized

This is another crucial step. You need a group of moderators who will work actively on the social media network of your brand to plan ahead. You have to distribute responsibilities accordingly.

Assign each moderator a specific problem to deal with that your audience is facing. Moderators must also know who they need to communicate. All conversations must be labelled so that everyone knows who they are dealing with. For example, those who moderate dating site must use an intuitive filter system to filter the comments of users.

Monitoring the moderators

Quality control is crucial for every business. It is your responsibility to keep a tab on which moderator said what. If a moderator does an excellent job in helping out the users, it will do you good to have other moderators learn from them. Conversely, if the moderator doesn’t come across as a good, users will be unhappy with that interaction. You have to choose accordingly regarding which moderator should represent your brand on social media.

Always ready for a crisis situation

Having some standard responses ready for some unforeseen situations is essential. You must know how to deal with users in such a situation. This includes providing informative answers about issues that might affect the users personally such as safety and health. In addition to that, you need to create a section on frequently asked questions with answers.

You must have a space for users who are dissatisfied as well. The answers shouldn’t be inconsistent as that would mean that your fans will have confusion in knowing what’s legitimate.

Making the best of the content generated by users

Are users comfortable in sharing their stories with others? If yes, you need to discover a way that can include content generated by the users in your content strategy. You must ask users for permission so that their content can be used by the brand.

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