10 Tips to Moderate Your Facebook Page Effectively
By Leah Mackey Schultz, Director of Social Media Operations, ACS Advertising
As of March 2014 Facebook has over 1 billion mobile monthly active users and 757 million daily active users on average (source: Facebook). Stop. Read that again. Those statistics are ground breaking. What this immense user base means is that carriers must be maintaining an active presence on Facebook. With the ever changing driver shortage carriers must use social media, especially Facebook, to tap into the current driver market as well as potential new drivers in segments such as construction, retail, food and beverage, underemployed and beyond. With any new type of media there are new strategies and best practices to learn. For the last 4 years I’ve been helping trucking companies execute social media strategies for driver recruiting and retention. Some of the most common questions I get are:
How do I respond to questions on our Page?
What do I do if someone says something bad about me on our Page?
How can I make sure no one posts anything inappropriate on our Page?
I’ve put together 10 tips to help you moderate your Facebook Page effectively. With these tips you will be able to maintain a positive two-way dialogue with current drivers, non-driver employees, driver families, potential new drivers and customers.
1. Do not neglect the Page. If you are going to have a social media channel (Facebook Page, Twitter Account, etc.) you must be prepared and resourced to be able to monitor it. Nothing is worse than a neglected Page. It is bad for PR, for customer service, bad for sales and just bad business in general. Think about it, you don’t neglect your telephone when it rings. Why would you neglect your brand’s Facebook Page?
2. Do not disable the Facebook Page wall. This will cause visitors to post comments on comment threads of brand posted content rather than where it is supposed to be (on the wall). Remember that even if you disable the wall, you are not able to disable comments on brand posts, photos, etc. If you disable the wall then you “force” folks to look for a place to post… which makes it even MORE difficult for you to monitor.
3. Do not delete or hide negative comments and questions. You should address the concern or question publicly if possible so that the individual’s issue/question is resolved… but also so that other onlookers see that you are listening, you do care and are willing to make it right. Half the time folks post complaints just because they want to be heard. The only exception here is for highly offensive or inappropriate (see #4) posts. Note the difference between deleting and hiding. Deleting a post/comment removes it everywhere. Hiding will remove it from your Page, but it remains visible to the person who posted it and his/her friends.
4. Reserve the right to delete/hide offensive content. Unfortunately, some people think that by posting explicit or aggressive comments that it will get a faster response. If the post contains explicit language or images, is harassing to others, etc. you should remove it. Social media is not a place for bullying. If it contains explicit language I suggest hiding it and private messaging the individual to alert them that you reserve the right to keep your Page “clean” but that you do still want to assist them. It is important to still address these comments.
5. Be sensitive to personal/private information. If the post contains personal/private information (account #s, PIN #s, etc.), or you need them to give you this info to resolve the issue then you should move the conversation to a private space (private message, DM, email, phone). But, you should still comment with something like, “In order to assist you I’ll need to take a look at your account. Can you email/call/PM me at [email address/phone #/etc.] to look into this further?” This way, you’ve done your due diligence publically.
6. Say “thank you”! Thank people for compliments or positive comments. Don’t only address the negative!
7. Say “I’m sorry”. Sometimes people and businesses make mistakes. That is OK. Generally people are willing to forgive and forget once you apologize. As long as you address it quickly and do your best to make it right people will understand. We’re all human!
8. Don’t feed the trolls. Sometimes you get those individuals who just won’t stop. No matter what they do, they will not quit complaining. After giving reasonable effort to assist them, sometimes you must ban them or ignore them. Often ignoring them does the trick. They will generally get bored with complaining and find someone new to bother. But, if you feed into it, that just fuels the fire. However, make sure you do address them and try to assist before just assuming they are a troll. Also, ban sparingly. This should only be for extreme cases.
9. Deploy Facebook auto-moderation and profanity filters. In your Page’s settings there is a section to enable keyword blocking and profanity filters. You can add keywords you’d like to block from appearing on your Page. When people include one of these words in a post or comment on your Page, it will be automatically marked as spam. By enabling the Profanity Filter you can block different degrees of profanity from appearing on your Page. Facebook determines what to block by using the most commonly reported words and phrases marked offensive by the community. You can set the filter to moderate or strong. This is a great idea for teams with limited resources. You can always unhide anything that is OK after you’ve had time to review. More details here:https://www.facebook.com/help/131671940241729.
10. Enable private messages on the Page. Give folks the option to message the Page privately. This way, if they have something negative to say, it is private. If you enable PMs, make sure you check them!
BONUS: The official Facebook Help Center is an excellent resource for information on Page settings, control, privacy and permissions. Look here: https://www.facebook.com/help/255700674532721/.