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Facebook Moderation Isn’t Just About Customer Service

Danielle D Ali, Social Media Coordinator

Just last week, we tweeted a pretty sweet blog post from AllFacebook about “How To Manage A Facebook Wall In Any Situation.” It was chock full of great tips boiled down from BuddyMedia’s Facebook moderation 101 report. Some of my favorites: Address each poster by name. Use language that reinforces positive feelings about your brand. Don’t be afraid to apologize and be honest.

But there’s one bone I have to pick that I’ve been mulling over. It’s a piece of advice I’ve heard time and time again in the social media realm that I just plain don’t agree with – “Reply as quickly as possible to complaints posted on your wall.”

Now, don’t get me wrong – I definitely think there are times when you should swoop in ASAP. If there’s a question that needs answered by your brand, then of course. Or if this is a “problem child” who needs special attention, obviously.

How To Deal With Negative Facebook Posts But I guess I get a bit touchy when people start treating social media efforts like it’s just a branch of customer service. Customer service skills come in super handy when you’re wearing a community manager hat – I’ve already told you about that. But that’s not always the answer.

I get it. It’s easy to panic when there’s a mean ol’ post on your Facebook wall. It’s understandable, because negative sentiment about your brand online can be detrimental. But can we expand our tactics for creating a more positive community about and for your brand beyond rapid-fire responses?

If your business views Facebook as a platform to create and amplify advocates of your brand, the end goal should not be to squash every gripe, but to empower advocates to counteract the grumblings, too. That way, advocates feel valued, complainers feel like they got genuine feedback rather than PR mumbo jumbo, and the whole community is functioning as just that – a community, not a public 1-800 number.

What’s your take on Facebook moderation?

7 Responses to “Facebook Moderation Isn’t Just About Customer Service”

  1. Jocelyn Rimbey on May 16th, 2011 at 8:45 pm #

     I agree – I think the entire idea behind having a community is to let them thrive. I think its important for a brand or company to maintain control, but enabling consumers to have a voice and to feel comfortable enough to support or speak on behalf of a brand is something that every company should look to achieve. 

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