While I may not use social media as a negative sounding board, that doesn’t mean that others won’t. Brands have to be ready for the good and the bad. They also have to have a policy in place for moderating all types of comments. Of course they will always be caught off guard but it is important to be at the ready.
Our lecture talked about how social media is not our property, even though it may be our Facebook page. I’ve never looked at it that way. Everyone has a right to leave messages whether you agree with them or not. The last thing a brand should do is remove a comment unless it is obscene or hurting their community.
I think there are big differences in how people behave on Twitter and Facebook. I also think it depends on the end user. Someone on Twitter might blast a company with a negative tweet but the 140 character limit puts a stop to someone writing a novel about a bad experience. If someone wants to go into a lot of detail then Facebook is going to be the place to do that. I feel like negative comments on Twitter are more readily available to the public than on Facebook. With Facebook you have to dig a little to find the negativity.
I’ve not been in a situation until recently where I’ve had to moderate comments. Just this weekend I had a few fans make questionable comments and I wasn’t really sure what to do. It made me realize how handy moderation guidelines would’ve been to help know what to do about making lewd comments. One fan called another team sh*t and another fan posted a photo with text on it saying “Surprise Mother F****.” While the photo had didn’t have the offensive word typed out, you knew what it mean. It still seems like an image we wouldn’t want in our comments.
I also think it is important to remember with moderation to reward the good. I make it a point to like comments from our fans and give replies when needed to positive and negative comments. For some brands, moderation is a full-time job. The pages I manage have a reasonable amount of comments so it is easier to handle but again we need a policy in place to help steer me in the right moderation direction.