Social moderation services have gradually dominated the online presence of businesses that can be managed by effective content moderation strategies. Thanks to the ever-increasing customers that are flocking to try and use it, thus social media has become the catalyst for sustaining many businesses. What is social media moderation? And why is it important for businesses? Simply, content moderation strategies help in checking, reviewing, filtering posts and content uploaded by the followers that align with the business’s branding strategy.
Several types of social media content are involved in several marketing strategies for your business. Social media is a space where brands promote and advertise their products and services. Moreover, it is also a channel for the customers and the brands to communicate with each other. It means that a variety of content is available in all the social media channels with a majority coming from the customers in the form of user-generated content.
1. Customer interactions
As the name suggests, customer interactions are a type of user-generated content that comes from the customer itself. Whether it is through chatbots, Twitter, Instagram, posts, or comments, there are a plethora of ways that brands can connect with customers and vice versa. Responding to customer interactions is a very important task for a brand for a positive brand reputation and improved customer service.
2. Customer Reviews
Customer reviews are not only limited to social media sites but also it can be found anywhere online not limited to company website forums, discussion boards, etc. Research says that almost 90% of the customers prefer online reviews before they forward with the purchase. Social media pages and the website displays customer reviews that not only improve brand reputation but also search engine ranking. Customer reviews on 3rd party websites like Yelp, Google help in building website credibility and SEO.
3. Forums and Groups
Brands that build a discussion board or a forum on social media are responsible for more customer interactions. Forums or discussion boards offer customers to share their thoughts and feedback regarding the brand with other interested customers who can give valuable insights and feedback. Websites prefer social media for engaging customers in their products and services so that they can get popularity and positive Word of Mouth.
4. Affiliate and Referrals
Affiliate marketing and referral programs are some marketing tactics that most companies use in their social media channels for more customer interactions. Affiliates and referral programs help in promoting brand value in social media. However, in exchange for the promotion, customers earn some prize or referral amount from the company.
5. Contests, Giveaways, and Challenges
Companies sometimes conduct contests and giveaways for more customer interactions. Contests and giveaways are the forms of social media content that help businesses in rewarding their customers. Thus, the brand gets a decent amount of profile reach and likes from the customers. The process of taking part in contests and giveaways is curated in a way so that the brand gets maximum likes and popularity.
6. Customer Features
Brands can showcase their customers while creating engaging content on their social media sites that increases the customer experiences. Using brand-specific hashtags not only helps the increased profile reach but also companies do feature their customer with their content as a part of the customer recognition.
Content moderation when it is done on social media channels then it is known as social media moderation. To maintain an online brand reputation, the application of content moderation strategies across all social media sites of a brand is very important. Below are the successful content moderation strategies that can help a brand to flourish its online presence.
Setting a comprehensive policy adhered to community guidelines is very essential that will clearly state which content is acceptable and which is not. This will include inappropriate content for instance offensive, adult, hateful, bullying, brand bashing, violence, and other sensitive content. However, you need to be mindful of the fact that negative comments don’t come under inappropriate content. Hence, curating social media guidelines is essential for diminishing spam content on your site.
2. Designate Who Can Submit
Have you thought about who can submit the content on your site? While most of the accounts in social media are legitimate, however, few fake accounts spread spam and troll on other’s accounts. Hence, brands need to be mindful and consider the limits accordingly regarding the people that can submit content on their page. Setting limitations for commenting and tagging is essential for reducing spam content. Also, consider sharing and tagging your posts from those users who have used your product or liked your social media page.
3. Create Content Strategy
Sharing content on social media by brands have their purpose. Beyond the community guidelines for social media, a brand must formulate a strong content policy that fits its overall marketing goals. A content strategy will include where and what content will be shared and created to promote the brand and its products. A clear guideline is mandatory so that the social media content matches the brand message and reputation. It can include logo, banner, brand photos, color schemes, hashtags, tone, style, voice, and guide. Having consistency in all aspects helps users recognize the brand and its message.
4. Make Submission Process
There is a question that a brand can have regarding the process of content submission. Through content moderation, the process of submitting content can be made smooth by pre-moderation, post-moderation, and reactive moderation. Whether you want to review the content before submission, or monitor it simultaneously, or review only when flagged by other users, it is totally up to the content moderation strategy followed by the brand. However, the users must have the right agreements and required permissions before posting any comment on the brand page.
5. Monitor Content Regularly
Regularly monitoring content on social media is very essential to remove spam from the pages and the website. Either content moderation can be done by using Artificial Intelligence and automation, manually, or can be a combination of both that should be decided by the brand. There are many tools and software available in the market that can be used for regular monitoring of content posted by users on the social media pages of brands. Eventually, it will give you a clear picture of what your users and followers are talking about you, thus you can improve your product and customer service simultaneously.
Content moderation should be included as a part of social media and marketing strategy for any brand not only for protecting the brand reputation but also, it’s a way of providing a worthwhile customer experience. Using social media platforms can lead to huge growth for a business if content moderation strategies have been implemented perfectly. Being considerate of the negative comments can eventually help a company to improve its customer service. It can be a vital step for a brand to obtain an effective and spotless tactic for social media marketing.