This post continues my coverage of select sessions at BlogWorld Expo NY 2011. Today, Facebook wall moderation lessons learned after a comment attack. Ekaterina Walter [Blog: Building Social Bridges] is Social Media Strategist for Intel and based her presentation on real events and responses. While inappropriate posts to Intel’s Facebook Page are deleted in accordance with policy cited on the Page, negative posts are generally let stand. When people from outside its usual community attacked its page with a barrage of negative posts a few months ago, the situation became so severe that deleting the posts was insufficient and the decision was made to deny all user submitted posts for a short period of time. There were no long-term consequences for Intel’s Facebook community after things were stabilized. Here are some lessons learned that Walter shared — others are available from her presentation and an in-depth post on Fast Company.
- Research reveals that it is easier to convert those who are negative about a brand to loyalists than those who are “neutralists.”
- Hire and train community managers to keep peace by maintaining a conversational balance.
- Form a crisis management team for situations that escalate above those the community managers are empowered to handle. The team should be able to assemble and act within hours.
- If appropriate, take the conversation somewhere else. Or walk away from it.
- During a crisis, continue with business as usual.
- In general, respond quickly, keep information flowing, be honest and don’t take negative comments personally.