The Perils Of Moderation

By now, most brand marketers or internet marketing consultants who use social media such as Facebook, Twitter or YouTube, should be more than aware of the dangers as well as advantages of an avalanche of commentary on their efforts.  But what should you do when comments are negative, or critical of your advertising?

Well, attacking these comments with a blunt instrument - indiscriminate censorship - clearly isn't the answer.  As many brands and agencies have found - the latest being PHD Worldwide - deleting comments that are derogatory or that simply disagree with your viewpoint is counterproductive; people will notice, and start commenting elsewhere on your protectiveness.  In PHDs case, the agency put out a video of young people using a lot of marketing speak, not natural for your average teen (how many kids do you know who use phrases like "social graphs" and "e-commerce functionality"?), and deleted a series of critical comments.  This started a number of agitated conversations going on YouTube and Twitter.  If you're interested in more details of what they got up to, have a look at the e-consultancy blog.

Of course, moderation in, well, moderation is to be expected; very offensive language, plus racist or sexist comments must be culled.  But calm though critical commentary should, indeed has to be, accepted - it's the nature of social media that people will comment, and not everything is going to be complimentary.  If you - or your brand - can't cope with that, then the social media kitchen is probably too hot for you right now.