Comments on: Stop the Pre! Do the Post! The moderation issue in social media campaigns

By: tbuesing

tbuesing — Wed, 17 Sep 2008 06:51:07 +0000

I hadn’t paid attention to the WotNext shutdown (nice quote here: “Telstra spokesperson, Peter Taylor, said the telco would redirect its focus to established websites, such as BigBlog (!).”) but good point, Matt.
By playing on a platform such as facebook I think a brand achieves two things:
1. users signed the T&Cs and can be held acountable/excluded based on unruly behaviour (copyright, decency,..) without much debate or (empty) legal threats
2. a journo feels less compelled to turn it into a story of “brand condoning under age (fill in attention grabbing social phenomena)!”

By: Matthew

Matthew — Tue, 16 Sep 2008 23:00:24 +0000

I agree in principle, but shouldn’t clients be justifiably worried about situations like Telstra’s WotNext site, where the bad press meant that they had to close the whole project.

By: tbuesing

tbuesing — Tue, 16 Sep 2008 22:40:10 +0000

According to Iain they took down only one lewd comment and wouldn’t even have intervened on the ebay. One user had apparently posted a party profile photo where Jim Beam was displayed and other users (who had missed out) complained to her directly. So even a brand-fit concern can be adressed through trusting the crowd.

By: Knotty

Knotty — Tue, 16 Sep 2008 13:59:23 +0000

Yep, post moderation is an excellent approach and it’s great to see clients have confidence in their communities. Also, given the chance and a sense of ownership, it’s amazing how quickly community members moderate themselves.

Of course it doesn’t always apply where 100% anonymity is available as an option.