La Guía Definitiva de Publicación y Moderación en Facebook (2011)

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Table of Contents

I Preface …

I Introduction …Page 3

II React and Respond to Complaints …Page 4

III Spread Positivity …Page 6

IV Answer Requests for Information …Page 8

V Give Guidance and Advice …Page 9

VI Temper Frustration from Technical Issues …Page 10

VII Manage Threads of Conversation …Page 12

VIII Keep Offensive Users at Bay with Moderation …Page 14

IX Conclusion …Page 15




Preface

As of August 15, 2011, Facebook will no longer allow brand Pages to turn off a user's ability to comment and

'like' a brand's Wall Post. Many brands have this setting in place in order to guarantee that only brand-created

content appears on their Walls.

These Facebook policy changes will make it incredibly important for brands to implement an effective publishing

and moderation strategy to ensure that user-generated content complies with their corporate legal policies. In

this white paper, we’ll address seven tactics that brands can use to help to respond to Comments on their Walls

in an efcient and constructive manner.

Learn how to:

REACT AND RESPOND TO COMPLAINTS: It’s important for brands to learn to work within the

constraints of their overall response policies while maintaining a level of exibility that will allow them to

respond to each complaint with a personal answer.

SPREAD POSITIVITY: Positive Posts and Comments from users don’t just live on a brand’s Wall – they are

dispersed to the News Feeds of each user’s friends. This provides a chance to expand the reach of a brand’s

audience, as well as an excellent opportunity to show Facebook users around the world that the brand is

committed to engaging in two-way conversations with their consumers.

ANSWER REQUESTS FOR INFORMATION: When a person asks a question that only someone from the

brand can answer, it’s important to respond with a quick and accurate answer.

GIVE GUIDANCE AND ADVICE: Providing simple tidbits of information is not always enough to satisfy

a frustrated or confused customer. When people have no place left to turn for guidance and advice, they

increasingly turn to the brand’s Facebook Wall. As Facebook’s user base continues to grow, brand

managers are likely to nd themselves in an all-purpose position of customer service representative

and counselor.

TEMPER FRUSTRATION FROM TECHNICAL ISSUES: When all other methods of contact have

failed, save the day by using Facebook to provide the necessary information to help consumers solve

their problems.

MANAGE THREADS OF CONVERSATION: Nip potentially negative conversation threads in the

bud before users have the chance to turn a simple complaint into an argument with twenty passionate

participants. Brands should reward their “fan police” (those users who go out of their way to maintain a

positive atmosphere) by responding to their Posts with gracious and complimentary Comments.

KEEP OFFENSIVE USERS AT BAY WITH MODERATION: Brands should set ground rules for their

Facebook communities. Setting users’ expectations by implementing a code of conduct is key to stopping

negative behavior before it starts.




Introduction

Social media has exploded and Facebook is at the center of it all. With over 500 million users, Facebook can be

the ultimate communication platform for brands. With so many users, maintaining a positive image on Facebook

can be tricky. Social media gives consumers a voice, but sometimes that voice isn’t positive. If the overall goal

of having a presence on Facebook is to get users talking about your brand, then the question is, “How do youkeep these conversations under control?”

Maintaining a positive presence on Facebook can be challenging. How do you manage and maintain the Wall,

making it safe for users of all ages and backgrounds? How do you respond to negative customer feedback in a

way that doesn’t alienate current and future consumers?

While you cannot control what people are saying, you can take several proactive steps to ensure that

conversations and Comments are benecial to the overall community. It’s a social world and your business is

living in it. Read on to discover a wealth of advice that will become your playbook to publishing and moderating

content on Facebook.




React and Respond to Complaints

One of the most frequently asked questions in social media is, “How should we respond to publicly visible

consumer complaints?” There are a few factors to take into consideration when developing a response strategy.

First, you should develop a social media response policy that is both exible and true to your brand’s identity.In many cases, the formal response policies maintained by brands’ legal departments are not exible enough to

deal with user Posts and Comments on Facebook Walls and News Feeds. Your brand should put a standardized

policy in place that dictates appropriate responses to complaints while maintaining a level of exibility that allows

your brand to respond to a complaint with a personal reply. A generic response to complaints will not work –

and can frequently transform a one-time complainer into a repeat offender. Consumers who choose to publicly

vent their feelings are on a slippery slope of frustration and anger. The wrong response can push them over the

precipice from a brand advocate with an issue, to a brand detractor with a grudge.

Second, your response strategy should be specic to your industry. If your brand receives complaints on a daily

or frequent basis, it may be nearly impossible to react to every complaint with a response that an unsatised

consumer would consider helpful. Your response strategy should funnel these malcontents into a more personalcustomer service interaction, either by phone or direct email. The last thing you want is for a complaint to turn

into a volatile thread of back-and-forth Posts between your brand, the initial complainant and additional users

with strong opinions.

Most important, the worst mistake you can make in your response strategy is to selectively pick and choose

which Posts you address. If you respond to one complainant, you need to respond to all. Many brands take

the easy road (especially when they have a massive fan base that frequently posts on the Facebook Wall) by

only responding to the Posts that will generate the least controversy. While it’s important to be diplomatic in all

of your interactions, you should never take a “we won’t dignify that with a response” attitude to managing user

Posts on the Facebook Wall. Remember, managing user-generated content on the Facebook Wall is a full-time

job. If your guard is down for as little as 24 hours, you might end up with an unmanageable queue of messagesrequiring a response.

POINTERS: Provide a call-out message in your responses that will reassure angry users that your brand is

committed to exceptional customer service. In addition, be sure to include direct contact information so that

users have the option to follow up on their complaints.

GEICO respondedto the complaint in a

timely and personalmanner, which includedcontact information for

follow up.

This is the worst Insurance company that anyone can deal with, they don't

want to live up to there advertisements. They just keep delaying paying aclaim that should have been paid a long time ago without any questions.

3 hours ago

Kathy, we would be happy to follow-up

with you. Please send your contact info

to [email protected].

About an hour ago

GEICO (Continued on next page)

Examples from Facebook:




A Zappos.com customerservice representativeresponded to the Post

using the complainant’sname. The explanation was

humble and apologetic asit resolved the problem and

even made light of the situation.

Turbo Tax provideda personal response

that included guidancein the form of a directlink to the information

the complainantneeded to resolve

the issue.

React and Respond to Complaints(Continued)

my recommendations are getting more bizarre... almost wondering if someone is

hacking into my account. 1) big man work shoes 2) roller skates?? 3) toddler shoes. I

have never ordered for a man working in construction, i have no interest in roller skatingand i don’t have a child. my recommendations used to make sense... what happened?

23 hours ago

We’re so sorry for the recommendations Ann! We are making

some changes to our recommendation engine and you may see

some wierd results while we are working on it. But, now you

know we have rollerskates! Hope you have a great week Ann

and thanks for letting us know!

20 hours ago

My refund was supposed to be in myaccount today (April 29) and they are not

there. Is there a reason this has happened?

April 29 at 10:20pm

Hi Wendi,

Once your tax return is processed by TurboTax,

the IRS is the denitive resource on tracking

where your refund is. Check out this site to track

it's progress: http://www.irs.gov/individuals/

artcile/0,,id=96596,00.html.

May 3 at 2:55pm

ZAPPOS.COM

TURBO TAX




Spread Positivity

Acknowledging positive Posts is just as important as responding to negative Posts on your Facebook Wall.

When Facebook users ‘like’ your Page, they are not only opting to receive communications from your brand

in the Facebook News Feed, but they are stating to the Facebook community at large, “I am an advocate for

Brand X.”

Positive Posts and Comments from users don’t just live on your Wall – they are dispersed to the News Feeds of

each user’s friends. This is a chance to expand the reach of your audience, as well as an excellent opportunity

to show Facebook users around the world that you are committed to engaging in a two-way conversation with

people. Each time you comment on a positive Post, that Comment makes its way to the News Feed. So, if a

user is giving you props, make sure you react and respond with a positive message of your own. Facebook

users are buying your products and utilizing your services. If they’re happy and they want your brand to know

about it, let them know you’re listening. It will only serve to reinforce their positive feelings and increase the

chance that they will go to bat for your brand in the future.

POINTERS: Be sure to acknowledge positive Posts in a timely manner in order to keep the brandedconversation fresh in users’ minds and to encourage an ongoing conversation that reects your overall

brand message.

Brooks Brothers

provided a personal responsethat reinforced positive

feelings about the brand andprovided the customer withthe nearest store location.

In addition, the brandrepresentative included the

use of the formal “Miss,”highlighting the brand’s

sophisticated image.

I so love your clothes! I'm glad I found you in Virginia

Beach this past April, clothes feel like butter! love it,

gonna do some damage on-line this Monday :)

sincerely Charolette Doe :)

June 16 at 6:58am

BROOKS BROTHERS

We're delighted you're delighted,

Miss Doe. Welcome to Brooks.

June 16 at 7:25am

Thank you Kindly, I live in

Manahawkin New Jersey, wish

a store was nearby :/

June 16 at 7:26am

Wouldn't it be lovely if we had a store on the shore? Youhave to plan a special trip to see the agship in Manhattan at

346 Madison Avenue someday. We promise it'll be worth it.

June 16 at 8:12am

(Continued on next page)





A Crate and Barrel customer service

representative

recognized thecustomer’s requestin a friendly manner.

The TiVo representativeprovided the user withvaluable information,while maintaining a

positive brand imageby not putting downthe competing brand

mentioned in the Post.

Michaels Stores

welcomes suggestions,photos, tips and linksfrom users, which

creates a feeling of community involvement

for fans.

Spread Positivity (Continued)

Any hopes of a Crate & Barrel in the

Birmingham, AL area? Shopped at the Lenox

Square Mall store in Atlanta this past weekend.We really need one here. Pleeeaase.

22 hours ago

Thanks for your suggestion! We'll share your

feedback with the team and keep you in mind

if we come to Birmingham!

16 hours ago

CRATE & BARREL

Used to have an old Tivo; would like to buy the new one again.

I have cable Internet and TV but no home phone service. Will

it work for me? The DVR from the cable company (Comcast) is

awful. I miss little dancing TiVo!!!

8 hours ago

Hi Amelia, Yes. If you have cable and Internet TiVo

Premiere will work for you. No need to have a land line

anymore. You will need to notify your cable company

that you have purchased TiVo and they can remove your

current box and give you a cable card for your TiVo. More

info can be found on tivo.com as well :)

6 hours ago

Hi Michaels Store, I mentioned you in my blog.

Check it out; www.norwegianstitch.blogspot.com :o)

Saturday at 11:23am

Hope you liked your stay in New York.

Come back and see us soon.

Saturday at 12:30pm

MICHAELS STORES

TIVO




Answer Requests for Information

Brands should respond to user questions on the Wall with speed and accuracy. A brand-directed question from

a user on the Facebook Wall can receive a high volume of responses from other users in a short amount of time.

To ensure that users receive accurate and positive answers to their questions, it is important that the brand

answers the questions quickly. In addition, fast responses to the questions may stop any inaccurate or negativeresponses from other users. Inaccurate information can rapidly spread across the Facebook News Feed,

especially if it pertains to highly sought-after information, such as an anticipated product release.

The only way to curtail the negativity that could result from inaccurate information is to be proactive rather than

reactive. (Imagine dealing with thousands of angry fans that read a user Post containing false information about

a release date or sale?) Remember that your fans are looking to you as a trusted source of information – so

give them the facts that they are seeking. Ultimately, your goal should be to make your Facebook fans feel like

insiders because you are providing them with the value-added bonus of prioritized access to information about

your brand.

POINTERS: Provide content in your responses that will expand on the information that the user is seeking.Share links and other contact information that will help all customers.

The Land of Nod provided a response to a

Post that had the potentialto generate a negative

Comment thread, howeverthe brand’s timely answer

with a wealth of helpfulinformation assisted the

user and avoided negativeComments.

A Rent-A-Car representative responded

quickly by introducingherself and providing

accurate and valuableinformation that the usermay not have known

otherwise.

I just installed the daisy lamp in the nursery and found

only 3 of the 4 light sockets work. I have the packing

slip but it is over 30 days old. What are my options?

Yesterday at 12:45am

Hi Michele,

Please reach out to our Customer Service team who will beable to help you. You can reach them at customerservice@

landofnod.com or 800.933.9904. Thanks!

Yesterday at 2:34pm

LAND OF NOD

Do you still offer the Weekend Specials? I often grab a rental

car of Friday afternoon from your Palatka, Florida locations and

return it on Monday morning. In the past it was $9.99/day but

now they're about $19.99/day. Did you discontinue that deal?Monday at 11:59am

Hi Lee, the Weekend Special rates are not currently available due to

it being the busy summer travel season. However, our best rates are

available when booking at www.enterprise.com (Elizabeth)

Monday at 12:16pm

ENTERPRISE RENT-A-CAR





Give Guidance and Advice

Sometimes providing simple tidbits of information is not enough to satisfy a frustrated or confused customer.

When people have no place left to turn for guidance and advice, they may head to your Facebook Wall. As

Facebook’s user base continues to grow, brand managers are likely to nd themselves in an all-purpose role of

customer service representative and counselor. While the task of maintaining a Facebook presence may seemdaunting, communication through Facebook may lead to stronger, more personal brand-consumer relationships,

which is good news for both brands and consumers.

If your customers and prospects are reaching out for guidance and advice, make sure that your brand is

protected legally. Be sure to respond to each request for guidance with an answer that proactively protects your

brand from litigation, while also providing users with responses that they will nd valuable and actionable. If there

is any question in your mind about how to respond, contact the user directly. This will limit your exposure to

people with ulterior motives who are just waiting to jump on a thread that will allow them to vent their negativity

to the community at large.

Redbox provided aspeedy personal response

and offered a direct link with the guidance andadvice that the user

needed. In addition, thebrand provided insight to

help the user learnmore about special

promotions.

CB2 reached outto provide advice to the user

who shared her frustration abouther inability to find a product

that she loves. The reassuring

and complimentary tone mixedwith a wealth of information

prompted the user to respondwith a positive Comment

about her experience

with the brand.

REDBOX

How do you recieve

free movie rentals

13 hours ago

Hi Angie, for starters be sure to sign up for the Redbox

Text Club: http://www.redbox.com/textclub to get rental

codes texted to you the rst Monday of every month. You

can also set your redbox.com account to get e-mail and

text updates on new redbox promotions.

9 hours ago

Do any of those Bottle Orange Glass Vases exist

in any of your stores since selling out online?

June 17 at 10:52am

CB2

Hi Calle. Yes! We have a few left in our warehouse or

many of the stores have stock available (link to phone

numbers below). Thanks and good luck!

Bottle Orange Glass Vase SKU 138-595

-Order from our warehouse (limited quantity) 800.606.6252

-Link to store phone numbers - http://bit.ly/IrU5b

June 17 at 12:05pm

very helpful! I found one at the warehouse. A

cb2.com online rep said you didn't have any

more, so I am glad that is not the case!

June 17 at 12:30pm





Temper Frustration from Technical Issues

Let’s face it, technology can be frustrating. Oftentimes that frustration is multiplied when people looking

for a quick solution to a problem are put on hold or have to wait for a return email from customer service

representatives. Consumers might head to a brand’s Facebook Page to express anger, which gives the brand

an opportunity to provide help or, at the very least, reassurance. But what happens when you can’t provide animmediate answer or the problem requires an in-person consultation? You still have an opportunity to save the

day by giving people the necessary amount of information to solve the problem themselves. For example, if a

consumer spills a drink on his cell phone, there’s not an online/phone customer service representative on the

planet who will be able to offer solace. However, if the user posts on the phone manufacture’s Wall asking for

help, a Facebook-savvy brand can have the perfect response queued up. The response should contain all of the

information needed to get the phone xed, as well as a few words of reassurance that “all is not lost.”

POINTERS: Be sure to provide guidance that is personal and specic to the consumer’s issue. This way,

users will know that your brand’s Facebook Wall is a great place to come to for accurate customer service.

Samsung providedthe user with instructionsabout how to effectively

reach out to their supportteam. This timely andinformative response

prompted the user to replyto the customer service

representative expressingher gratitude.

Cream of Wheat

provided a response to

a user who was havingtrouble viewing a couponshe’d tried to print. Toremedy the issue, the

brand promised to senda coupon in the mail.

Can't print it off keeps printing save $1 thats it... =(

May 21 at 2:49pm

Hello Janine, if you have problem printing a coupon

please go to bgfoods.com and give feedback, and

we will send you a coupon by mail!

May 23 at 8:39am

CREAM OF WHEAT

My TV's lamp keeps burning out. Is this normal? We have

replaced it like 4 times now and have had it for only 3 years?!

June 17 at 4:22pm

SAMSUNG

Hi Chrissy. We're sorry to hear about your TV.

Please use our Support tab to the left. This will allow

you to submit personal information so we can look

into your issue and contact you by email. Please be

sure to include the full model code and serial number of

your TV which can be found on the back of the TV. Also

include any transaction number you have if you've

contacted Samsung previously. Thank you!

June 17 at 5:18pm

Thanks TONS! :)

June 18 at 8:29am






Not only did MetroPCS

address a technicaldifficulty, but also aspromised, the brand

followed up their responsewith a Comment to let theuser know that the issue

had been fixed.

Temper Frustration from Technical Issues(Continued)

METROPCS

I cant even get on

the metro website

June 14 at 3:39pm

Hi Miranda - We're aware the website is down and our

team is working to resolve ASAP. We apologize for any

inconvenience this has caused. We will let you know once

the web site is back online.

June 14 at 3:52pm

Great news! The website outage has

been resolved. Thanks again for your

patience as we worked to x.

June 14 at 4:52pm

Why is my Android App now saying to me that my 'free trial' will

expire in 14 days? I downloaded the App about 6 weeks ago

when it was free. Why am i now going to have to pay for it?

June 9 at 1:44pm

Thomas, we just posted an update in the Adroid market that

addresses this issue. If you used Twonky Mobile prior to May 20,

2011, this update will x any issues with being placed into trial mode.

If you uninstalled the app or modied your SD card before installing

this update, you may still be placed into trial mode. Thanks!

June 9 at 5:55pm

TWONKY

Twonky provided apersonal and timelyresponse explaining

the issue and why itcould apply to thisspecific problem.




Manage Threads of Conversation

In a perfect world, your Facebook Page would be a community of brand advocates who share an afnity for

your brand. Online communities thrive as a result of the frequent conversations between like-minded people

who answer each other’s questions and support each other’s opinions. Obviously, there’s no way to completely

prohibit negativity on your Wall – and as long as the negativity is not destructive or hateful, you shouldn’t have aproblem with users contributing their honest feelings to a conversation.

Threads of conversation can be a hotbed of negativity because many Facebook users don’t have qualms about

spreading hate with strangers or brands. Threads can often start as a small, controllable re, but can quickly

expand into a restorm of profanity and negative sentiment. So, how do you stop a potentially dangerous thread

before it starts to spread and gain negative momentum? It’s easy to say that constant vigilance will do the trick,

but most brands don’t have the resources or staff to police their Facebook Walls around the clock.

The secret is to nip things in the bud before users have a chance to turn a simple complaint into an argument

with twenty passionate participants.

StraightTalk

Wireless

responded to aconversation thread

and kept the discussiongoing with anintrigued user.

I was thinking about getting a straight talk phone. I'm just

curious about how do you tell what phone goes off what

tower. At&t does not work in my area. Verizon does, can you

please tell me how to tell if the phone goes off Verizon towers.

57 minutes ago

STRAIGHTALK

It will have a 'C' at the end of the model #.

For instance, R451C works off Verizon. 'G'works off AT&T and T-Mobile towers.

55 minutes ago

Thank you Carrie :D what if its a "lg" phone with a C in the #s

50 minutes ago

Donald: Phone models that end in "C" runs off

Verizon network. Hope this helps. Thanks!

36 minutes ago

thank u

33 minutes ago Donald: You're welcome.

Have a nice day!

29 minutes ago


Example from Facebook:




Make sure you’re rewarding your “fan police” by responding to their Posts with gracious and complimentary

Comments. This will only add more soldiers to your army. Next, address negative Posts that are not

inammatory or derogatory with Comments that are sympathetic and personal. Finally, as an admin of your

Page, you have the right to delete any Comments that you deem offensive or destructive. Go for it – there’s

nothing wrong with protecting your brand image. As a last resort, you have the option of blocking a repeating

offensive user. Once blocked, the user will lose his ability to comment on your Wall, effectively erasing any future

fallout from his no-good ways.

POINTERS: Be sure that your response represents your overall brand message. It’s important to come

across as though the answer you provided was discussed and approved by your brand team.

Manage Threads of Conversation(Continued)

What is the expected response time on a complaint

post cruise? We had an issue on Oceana on 30th April

and we are still waiting for a response from P and O

despite having an email to say you had received it.

June 16 at 11:24am

What was the complaint about?

June 16 at 2:19pm

We had no ushing toilet for 15 hours and they drained

all the pools for 5 days which was very frustrating

when travelling with a young family. Just disapointed

that we emailed a month ago and still no response.

June 16 at 2:28pm

Perhaps call them or look on there

website for complaint procedure?

June 16 at 3:02pm

P&O CRUISES

Steph, please pass on your complaint to

us at [email protected] so we

can follow this up for you.

June 17 at 4:58am

P&O Cruises avoided

negative Commentsfrom additional users,by providing a timely

response to two users’discussion that included

direct contact informationfor the brand.

Example from Facebook:




Keep Offensive Users at Bay

with Moderation

While you may or may not use a moderation tool or software, you can still implement successful tactics to

ensure that your Facebook Wall and the News Feed show the positive side of your brand. The rst step

in a successful moderation strategy involves setting ground rules for your community. Setting your users’

expectations for a code of conduct will let them know what kind of content is encouraged and what kind of

content is unacceptable. It’s important to give the rules and regulations visibility within your Facebook Page

environment. Deploying a simple description of your community goals within the left rail, beneath your Prole

photo, will ensure that your guidelines are surfaced no matter where on the Page your users are interacting.

The next step in a successful moderation strategy is vigilance. It’s nearly impossible to keep a round-the-clock

watch on your Page. However, if you do things right, you might preemptively cut off many negative Posts before

they happen. You need to commit to a “moderation by communication” strategy. If a “negative Nelly” sees

that you respond to every negative Comment that is surfaced on the Wall, she might think twice about leaving a

defamatory message. Don’t forget that Internet users feel empowered by the seeming anonymity of discussion

threads, as well as the impression that they can vent their feelings without generating conict. Lead by example

and show your users that you are committed to building a safe community that thrives on positivity.

Last but not least, get by with a little help from your friends. In this case, your friends are the members of your

community. Every Facebook user has the ability to “ag and report” Posts (made by either a user or a brand).

Empower your fan base to be the police squad of your Page and they’ll start to do your moderating for you.

When submitting a report, users have the ability to ag a Post as spam, hate speech, violence or sexually

explicit content. These reports go directly to Facebook’s security team. If an offensive user repeatedly leaves

defamatory Posts on your Wall and enough of your community members report the activity, there’s a good

chance that the offender’s Facebook account will be disabled. Let your fans know that you are looking to them

to help keep the community safe.




Now that your Facebook “house” is in order and your brand is satised with the overall direction and day-to-day

activity on your Page, what’s next?

Taken individually, the tips and pointers included within this white paper are valuable tools that will help brands

maintain a healthy string of interactions on their Facebook Pages. However, in order for the knowledge

contained herein to truly be effective, it’s important to take a step back and look at things from a higher level.

This document is titled, “The Denitive Guide to Facebook Publishing and Moderation.” It’s a pretty lofty title, but

it’s tting. The number one thing that you should take away from this paper is: you can no longer look at each

piece of user-generated content in a piecemeal fashion. One Comment can spur hundreds more and they are

single pieces of an integrated puzzle that make up your Facebook Wall.

Set a rock-solid strategy for communicating and responding to your fans. Use each pointer included within

this white paper as a mini-battle plan in a much larger war. If you have a communication and response plan in

place, you won’t be scrambling to respond to any user-generated messaging – no matter how large the crisis.

Remember, moderation is equal parts vigilance, diligence and prudence.

Any comments?

Contact us at [email protected], or follow us on:

facebook.com/buddymedia

twitter.com/buddymedia

buddymedia.com

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La Guía Definitiva de Publicación y Moderación en Facebook (2011)

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