Facebook’s latest feature release; Ranked comments, is in beta on brand pages. This change impacts the ordering of comments in response to a brand’s posts; comments are now ranked on popularity with the most engaging comments at the top of the list – a move that impacts brands and agencies moderating Facebook pages directly. Previously comments would simply appear in the order they were posted and this meant that some form of structure (although not ideal) could be applied to scanning the page. You would simply scroll back through comments until the last time it was checked. This was annoying on busy posts as it meant scrolling through lots of comments, but at least there was a structure of sorts.
As the comments are now sorted by popularity, it means there is no structure to scrolling through the prior comments. To ensure moderators see everything, it means they would have to review ALL the comments ALL the time on Every Post; it really is looking for the needle in the haystack.
This change makes some sense for user experience, but it kills moderation on the page. The resources needed to accurately moderate go up, and the risk to a brand also increases.
Facebook do have an activity log that seems to have been intended to give a simple chronological list of all activity. However, our experience is that in many cases it provides a broken or severely restricted view of activity, often ONLY showing comments or posts from the page and so practically useless for moderation purposes.
Using the right moderation solution
The right solution is to use a moderation service that uses a technology that was specifically developed for moderation and improves both the efficiency and accuracy of manual moderation when it is required. The technology should ensure work is allocated between team members without the need for manual co-ordination as well as making it easy to add resource during busy periods. A system that is fast and fluid, and reduces the friction involved in the whole moderation process.
Crucially you need to use a solution that protects your Facebook page against all malicious content. One which will prioritize issues based on RISK not popularity and automatically removes the bulk of offensive content and spam without the need for any intervention and as soon as the content is posted in order to limit the damage it could cause to your brands reputation and social media efforts.