With all the recent press around Facebook’s moderation performance, deciding to open up your company’s Facebook wall for all to comment on can be a challenging decision. It is estimated that 25% of global companies have a closed wall on Facebook. But what is the effect of a closed wall on the perceptions of your social community and, importantly, what can be done to mitigate the risks of that open wall.
Let’s start with listing the problems of having a closed Facebook wall:
It doesn’t stop negative posting
Having a closed wall does not stop a disgruntled customer from posting about your company – it could just drive them onto personal and/or competitor Facebook pages where you get no chance to proactively respond. Similarly, they will just put the questions as comments in existing posts, where they are out of context and potentially more damaging. At least on the wall, it is in a sandbox area, where it can be dealt with in isolation.
It kills spontaneity
Having a closed wall prevents people from spontaneously commenting on the good things that are happening around your brand.
It seems like you don’t listen
When a customer sees your closed wall, they feel that you don’t want to listen to them and don’t value their opinions.
It feels like you are broadcasting your messages
A closed wall feels like ‘old school marketing’ where a company broadcasts to their customers and doesn’t interact with them.
It is not all bad on an open wall
Don’t assume that all comments will be negative, the good comments could really help your brand perception within your community.
So how can we reap the benefits of an open wall but manage the risks:
Use a top class moderation service which operates around the clock and guarantees fast take-down time of inappropriate content.
Instigate Threat Management Processes
If posts are threatening or could lead to a PR crisis, then your moderation service should spot them immediately and escalate them to the right people in your organisation.
Track Community Sentiment
Make sure you know the overall sentiment of the community posting on your wall. If it suddenly changes then you will be able to investigate quickly and manage through strong, effective engagement.
Spot Advocates and Detractors
Knowing who within your community is supportive or not is an important ingredient to creating a ‘self policing’ community that is self sustaining.
Spot and Route Customer Service Questions
A good moderation service will be able to automatically spot the 5% of comments which require a customer service response and route them into your standard company workflows for actioning. Good practise suggests that 65% of all questions should be responded to (industry benchmark more like 30% at the moment) and response times should be 10-30 minutes (industry benchmark currently over a day!).
So please consider opening you Facebook wall – your community will love you for it!
Do let us know if Crisp can help with your moderation needs – we would be delighted to talk you through our services.