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MODERATION & Alison Michalk COMMUNITY GOVERNANCE MANAGEMENT

Online Communities: Moderation & Governance

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- Building a healthy community; key considerations - Valuing the role & seniority of community management - Moderation and its role in governance - Moderation strategy & risk preparation

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Page 1: Online Communities: Moderation & Governance

MODERATION &

Alison Michalk

COMMUNITY

GOVERNANCE

MANAGEMENT

Page 2: Online Communities: Moderation & Governance

- QUIIP CEO: COMMUNITY MANAGEMENT SERVICES CO. - FORMER ESSENTIAL BABY (FAIRFAX DIGITAL) COMMUNITY MANGER & EDITOR- FOUNDER SWARM #CMGR CONFERENCE - MANAGES AUSTRALIAN COMMUNITY MANAGERS’ GROUP (OVER 700 CMs) - WORKED WITH COMMUNITIES FOR 10 YEARS - FOCUS ON HIGH-RISK & SENSITIVE CONTENT

ABOUT ME

Page 3: Online Communities: Moderation & Governance

A SPECIFIC GROUP OF PEOPLE WHO FORM RELATIONSHIPS OVER TIME AROUND A STRONG COMMON INTEREST.

Page 4: Online Communities: Moderation & Governance

WHY BUILD COMMUNITY?• Build customer loyalty • Idea generation / product development • Customer support • Increased revenue, decreased costs • Long-term asset for the business

• User-generated content & space • Content & control • Better ability to engage with members • Better moderation functionality

Page 5: Online Communities: Moderation & Governance

“COMMUNITY MANAGEMENT IS THE DISCIPLINE OF ENSURING PRODUCTIVE COMMUNITIES”

@TheCR

Page 6: Online Communities: Moderation & Governance

24/7

Page 7: Online Communities: Moderation & Governance

KEY COMMUNITY MANAGEMENT SKILLS!

• Advocate - galvanises internal support • Ambassador - represent the members • Problem solver • Ability to build trust • Compile actionable reports, understand & analysis metrics • Understanding of how to develop the community • Understanding our how the community & business objectives align

• Incredible communicator - ability to translate PR “on message” comms. • Content creation & curation - editorial skills. • Thick skin but empathetic, cope with emotional challenges • Conflict resolution • Business nous, working across departments •Ability to facilitate peer to peer discussion !

Page 8: Online Communities: Moderation & Governance

RISK MITIGATION:- LEGAL- BRAND- USER

1 2 3

COMMUNITY MANAGEMENT PILLARS

ENGAGEMENT: - FACILITATE PEER-2P - GROWTH- SENSE OF BELONGING

STRATEGY: - ALIGN BUSINESS OBJECTIVES - GROWTH PLAN - METRICS & MEASUREMENT

Page 9: Online Communities: Moderation & Governance

!

• WELCOME MEMBERS • COMMUNITY SENTIMENT • HIGHLIGHT CONTENT • SHOWCASE USERS • RESOLVE DISPUTES•FACILITATE PEER-TO- INTERACTIONS • BUILD INFLUENCE & INSIDER GROUP • REINFORCE & REWARD POSITIVE BEHAVIOUR

ENGAGE

Page 10: Online Communities: Moderation & Governance

!

• COPYRIGHT • IP INFRINGEMENT • DEFAMATION • DISCRIMINATION • CONTEMPT OF COURT • FALSE & MISLEADING • COMP. & CONSUMER ACT • BULLYING/HARASSMENT

LEGAL

http://www.flickr.com/photos/60588258@N00/3293465641/

RISKS

Page 11: Online Communities: Moderation & Governance

!

• NEGATIVE EXPERIENCE • PROFANITY / CONTENT • DISCLOSURE • DUTY OF CARE • TROLLING & BULLYING • NEGLECT • PERSONAL HARM • MENTAL HEALTH

USERRISKS

http://www.flickr.com/photos/42941459@N00/6140660504/

Page 12: Online Communities: Moderation & Governance

BE RISK PREPARED NOT RISK ADVERSE

Page 13: Online Communities: Moderation & Governance

THE ROLE OF MODERATION

Page 14: Online Communities: Moderation & Governance

MODERATION!

• MINIMISE RISKS • CREATE A CULTURE • SET THE TONE • CREATE A SAFE & WELCOMING SPACE • FOSTER SELF-GOVERNANCE • GROW THE COMMUNITY • IDENTIFY VOLUNTEERS • CURATE CONTENT • IDENTIFY ISSUES

Page 15: Online Communities: Moderation & Governance

MODERATION STRATEGY

#1 ONLINECOMMUNITY GUIDELINES

#2 INTERNAL CMGUIDELINES

#3RESPONSE

MATRIX

#4 CONTENT ASSESSMENT

CHART

#5 ESCALATION PROCEDURE

#6 SOCIAL MEDIA POLICY & ToS

Page 16: Online Communities: Moderation & Governance

MODERATION CONSIDERATIONS

HOURS OF COVERAGE

COMMUNITY PEAK TIMES

AFTER-HOURS

ACTIVITY

RISK WINDOW PROCEDURES RESOURCES + SKILL LEVEL

Page 17: Online Communities: Moderation & Governance

!

• FOCUS ON THE DO’S • SHOW HOW TO GET VALUE • CONVERSATIONAL • BRIEF • EASY TO FIND • CONSULT & REVISE • LINK & REFERENCE

COMMUNITYGUIDELINES

Page 18: Online Communities: Moderation & Governance
Page 19: Online Communities: Moderation & Governance
Page 20: Online Communities: Moderation & Governance

#2 INTERNALCM MANUAL

#3 RESPONSEMATRIX

#4 CONTENTASSESSMENT

#5 ESCALATIONPROCEDURE

Page 21: Online Communities: Moderation & Governance

• LIMITED MODERATION FUNCTIONALITY: moderation blocklist, filter, turn-off

• FB COMMUNITY GROWTH NOT ORGANIC, USUALLY DRIVEN BY ADVERTISING - CAN BRING “UNDESIRABLES!”

• EDGERANK CAN LEAD TO PROVOCATIVE AND DESPERATE CONTENT

• 3RD PARTY PLATFORMS STILL RELY ON FB API, SO MANUAL CHECKING IS ALSO ADVISED. (Eg. Conversocial, Context Optional, BuddyMedia, Sprout social, Hootsuite.)

FACEBOOK

Page 22: Online Communities: Moderation & Governance

• Trolls have no interest in a resolution. • Detractors are critics. They may be irate but also seeking resolution. • Know the difference between provocation and frustration. Listen. • Try to see the issue from their perspective. • Take the issue offline - even via phone. Ensure you have the answers and support you need when you do. • Give them enough rope! • Know when to do nothing (but deep breaths).

TROLL VSDETRACTOR

Page 23: Online Communities: Moderation & Governance

10 RESPONSE TIPS1. Fire drills - practice! 2. Determine the issue, research the poster. Are they a blogger? A reporter? A known troll? A well known group of activists?

3. Identify common questions/themes.

4. Do not cut & paste the same response!

5. Prepare responses / apology / explanation. Higher the better (CEO). Ask for patience if you’re waiting on further information etc. Make 1st effort count!

!

!

6. Prepare resources beyond business hours. You may require multiple hands on deck at once.

7. Offer the community something.

8. Use filters and pre-moderation if necessary.

9. Don’t delete negative comments unless they breach your guidelines, or the ToS. Be sure to articulate this to the community.

10. Breathe! Give the community space to respond and answer each other. Your advocates will do a more powerful job than you can!

Page 24: Online Communities: Moderation & Governance

THANK YOU & GOOD LUCK!

Image: http://www.flickr.com/photos/15132846@N00/8197868606/

QUIIP.COM.AU | @QUIIPSWARMCONFERENCE.COM.AU | @SWARMCONF

EMAIL US! [email protected]