MODERATION &

Alison Michalk

COMMUNITY

GOVERNANCE

MANAGEMENT

- QUIIP CEO: COMMUNITY MANAGEMENT SERVICES CO. - FORMER ESSENTIAL BABY (FAIRFAX DIGITAL) COMMUNITY MANGER & EDITOR- FOUNDER SWARM #CMGR CONFERENCE - MANAGES AUSTRALIAN COMMUNITY MANAGERS’ GROUP (OVER 700 CMs) - WORKED WITH COMMUNITIES FOR 10 YEARS - FOCUS ON HIGH-RISK & SENSITIVE CONTENT

ABOUT ME

A SPECIFIC GROUP OF PEOPLE WHO FORM RELATIONSHIPS OVER TIME AROUND A STRONG COMMON INTEREST.

WHY BUILD COMMUNITY?• Build customer loyalty • Idea generation / product development • Customer support • Increased revenue, decreased costs • Long-term asset for the business

• User-generated content & space • Content & control • Better ability to engage with members • Better moderation functionality

“COMMUNITY MANAGEMENT IS THE DISCIPLINE OF ENSURING PRODUCTIVE COMMUNITIES”

@TheCR

24/7

KEY COMMUNITY MANAGEMENT SKILLS!

• Advocate - galvanises internal support • Ambassador - represent the members • Problem solver • Ability to build trust • Compile actionable reports, understand & analysis metrics • Understanding of how to develop the community • Understanding our how the community & business objectives align

• Incredible communicator - ability to translate PR “on message” comms. • Content creation & curation - editorial skills. • Thick skin but empathetic, cope with emotional challenges • Conflict resolution • Business nous, working across departments •Ability to facilitate peer to peer discussion !

RISK MITIGATION:- LEGAL- BRAND- USER

1 2 3

COMMUNITY MANAGEMENT PILLARS

ENGAGEMENT: - FACILITATE PEER-2P - GROWTH- SENSE OF BELONGING

STRATEGY: - ALIGN BUSINESS OBJECTIVES - GROWTH PLAN - METRICS & MEASUREMENT

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• WELCOME MEMBERS • COMMUNITY SENTIMENT • HIGHLIGHT CONTENT • SHOWCASE USERS • RESOLVE DISPUTES•FACILITATE PEER-TO- INTERACTIONS • BUILD INFLUENCE & INSIDER GROUP • REINFORCE & REWARD POSITIVE BEHAVIOUR

ENGAGE

!

• COPYRIGHT • IP INFRINGEMENT • DEFAMATION • DISCRIMINATION • CONTEMPT OF COURT • FALSE & MISLEADING • COMP. & CONSUMER ACT • BULLYING/HARASSMENT

LEGAL

http://www.flickr.com/photos/60588258@N00/3293465641/

RISKS

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• NEGATIVE EXPERIENCE • PROFANITY / CONTENT • DISCLOSURE • DUTY OF CARE • TROLLING & BULLYING • NEGLECT • PERSONAL HARM • MENTAL HEALTH

USERRISKS

http://www.flickr.com/photos/42941459@N00/6140660504/

BE RISK PREPARED NOT RISK ADVERSE

THE ROLE OF MODERATION

MODERATION!

• MINIMISE RISKS • CREATE A CULTURE • SET THE TONE • CREATE A SAFE & WELCOMING SPACE • FOSTER SELF-GOVERNANCE • GROW THE COMMUNITY • IDENTIFY VOLUNTEERS • CURATE CONTENT • IDENTIFY ISSUES

MODERATION STRATEGY

#1 ONLINECOMMUNITY GUIDELINES

#2 INTERNAL CMGUIDELINES

#3RESPONSE

MATRIX

#4 CONTENT ASSESSMENT

CHART

#5 ESCALATION PROCEDURE

#6 SOCIAL MEDIA POLICY & ToS

MODERATION CONSIDERATIONS

HOURS OF COVERAGE

COMMUNITY PEAK TIMES

AFTER-HOURS

ACTIVITY

RISK WINDOW PROCEDURES RESOURCES + SKILL LEVEL

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• FOCUS ON THE DO’S • SHOW HOW TO GET VALUE • CONVERSATIONAL • BRIEF • EASY TO FIND • CONSULT & REVISE • LINK & REFERENCE

COMMUNITYGUIDELINES

#2 INTERNALCM MANUAL

#3 RESPONSEMATRIX

#4 CONTENTASSESSMENT

#5 ESCALATIONPROCEDURE

• LIMITED MODERATION FUNCTIONALITY: moderation blocklist, filter, turn-off

• FB COMMUNITY GROWTH NOT ORGANIC, USUALLY DRIVEN BY ADVERTISING - CAN BRING “UNDESIRABLES!”

• EDGERANK CAN LEAD TO PROVOCATIVE AND DESPERATE CONTENT

• 3RD PARTY PLATFORMS STILL RELY ON FB API, SO MANUAL CHECKING IS ALSO ADVISED. (Eg. Conversocial, Context Optional, BuddyMedia, Sprout social, Hootsuite.)

FACEBOOK

• Trolls have no interest in a resolution. • Detractors are critics. They may be irate but also seeking resolution. • Know the difference between provocation and frustration. Listen. • Try to see the issue from their perspective. • Take the issue offline - even via phone. Ensure you have the answers and support you need when you do. • Give them enough rope! • Know when to do nothing (but deep breaths).

TROLL VSDETRACTOR

10 RESPONSE TIPS1. Fire drills - practice! 2. Determine the issue, research the poster. Are they a blogger? A reporter? A known troll? A well known group of activists?

3. Identify common questions/themes.

4. Do not cut & paste the same response!

5. Prepare responses / apology / explanation. Higher the better (CEO). Ask for patience if you’re waiting on further information etc. Make 1st effort count!

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6. Prepare resources beyond business hours. You may require multiple hands on deck at once.

7. Offer the community something.

8. Use filters and pre-moderation if necessary.

9. Don’t delete negative comments unless they breach your guidelines, or the ToS. Be sure to articulate this to the community.

10. Breathe! Give the community space to respond and answer each other. Your advocates will do a more powerful job than you can!

THANK YOU & GOOD LUCK!

Image: http://www.flickr.com/photos/15132846@N00/8197868606/

QUIIP.COM.AU | @QUIIPSWARMCONFERENCE.COM.AU | @SWARMCONF

EMAIL US! INFO@QUIIP.COM.AU