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Mzingawp Moderation

Mzingawp Moderation

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Published by Juliana Guerra

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Published by: Juliana Guerra on Nov 11, 2011
Copyright:Attribution Non-commercial

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© 2011 Mzinga, Inc. 1
Moderation: Protecting Your Brand in a Social World
 
Moderation:Protecting Your Brand in a Social World.
Mzinga eBook
May 2011
 
Contact information:MzingaT: 888.MZINGA.8E: learnmore@mzinga.comW: www.mzinga.comT: @mzinga
Developed in collaboration with
 
 
© 2011 Mzinga, Inc. 2
Moderation: Protecting Your Brand in a Social World
Interactive and social media sites have become integral to the online presence of more and moreorganizations as they work to keep their various constituents engaged with them and each other.Businesses find themselves competing with busy schedules, competitors, and personal interests asthey try to capture and retain their constituents’ time and participation.
 
Ultimately, the organizations and communities that meet with success are those that haveinvested in planning and executing a community strategy plan—including moderation as a corecomponent. Too often, moderation is mistakenly defined as simply policing sites to removeprofanity and other unacceptable content. Instead, moderation can—and should be—much more.Moderation’s role in community solutions includes caring for both content and membersexternally and supporting the community strategy and goals internally.
Why Does Moderation Matter?
Moderation may sound more like a luxury than a necessity, but the bottom line is that you need toprotect your brand identity and your image. Any time your company is associated with contentthat is generated and posted without your explicit control, you are exposing yourself to someamount of risk. Potential issues include libel, slander, copyright infringement, and release of private information.You also want to promote a positive image of your organization and your site. And ultimately, youwant to gain something from the site—insights, revenue, visibility, connections, etc.—all of whichare results that require some encouragement and direction on your part.
Defining Your Moderation Strategy
 To effectively define the role of your moderators, you first need to establish a clear moderationstrategy. But even before you can identify your moderation strategy, you must have a clear visionand execution plan for your overall online community strategy.
 
What is an online community?
A community by definition is a socialgroup whose members are located in aspecific place, share the same rules, andshare common interests that they see asdistinct in some way within society as awhole. When we bring people togetheronline to share information, thoughts,and ideas, we are creating a virtualcommunity—which needs the sameconstructs in order to function properly.
 
 
© 2011 Mzinga, Inc. 3
Moderation: Protecting Your Brand in a Social World
Community Strategy
 
Behind every community, it’s essential to have a strategy with clear and measurable goals andobjectives. When you create or review your strategy, try to involve all of the stakeholders in theproject, which will likely include a cross-section of departments or teams. Your strategy shouldencompass how the community fits into the bigger picture of all of your company’scommunications and content. It should also include how various properties and entities willinteract.Once you’ve defined your community’s overall goals and objectives, you can develop a moderationstrategy that will best support your needs. Examples include:
 
 The types of participation that you’d like to foster within your community(i.e., survey responses, text posts, dynamic exchanges, video uploads, etc.)
 
 The content and topics that matter most to your audience, and should therefore bepromoted
 
Anticipated or potential violations, and the appropriate action plans for addressing suchviolations (Examples: posting copyrighted material, engaging in aggressive personal attacks,marketing competing products)
 
 The importance of immediacy of content posts and real-time interactions
 
What level of risk you are willing to take
 
 The escalation paths for unforeseen or emergency situations
 
 The amount of coverage you need (24x7, peak traffic hours, daily) based on all of the above
 
Community Strategy
√ Tip
Be sure that you review your communityand moderation strategies periodicallyand update your goals and objectives asyour needs change.
Best Practice
Do not treat your online community as astand-alone entity. It should be part of your organization’s largercommunication/content plan.

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