Articles tagged with: comments

Corporates and Comments

Another mind-bomb from the desk of Chris Brogan concerns Comment policies for corporations. Its a solid piece of experience and sharing – comments aren’t scary, users aren’t all looking to “dis” you, but you have to plan and have principles and rules to follow.

You might say, “let the chips fall where they may.” But the thing is this: the audience who’s chosen to engage with the blog isn’t there with carte blanche to do what they wish. This is a chosen engagement. This is a relationship point. It’s NOT the right place for every interaction with an organization. It’s a place.

Before moderation and defining which (sometimes poor) soul is going to have to read all the comments, a discussion around what is and is not acceptable needs to happen within the corp and between the corp and its agencies. Legal needs to be brought in EARLY AND OFTEN to give them context for the who/what/when/why and most importantly HOW of comments. Getting the legal team and the PR team and the Marketing kids all on the same page is critical. The Corporation has to identify where the “third rails” are: what opening up conversations actually means to the people who work there (morale is a currency), the industry press (comments can be valuable as well as fodder), and the users who will never comment, but who will read EACH AND EVERY ONE.

Once the context around comments is set, once legal completely understands and appreciates and is engaged (continuously, not consulted and then ignored), and the communications twins (Marketing and PR) are on-board, then you can set the rules and principles. Rules are hard and fast – no cussing, no racist stuff, no lies. Principles are guidelines that for keeping things moving and flowing: act like an adult, this is OUR space not YOUR space, don’t post in all-caps, Funny is better than funny and mean, let the thread die.

Part of this Rules/Principles exercise is to set what the community standards are for the space. This is what we will not allow. Everything else, these are the guidelines and standards of behavior.

The result of this needs to be the “rules of the sandbox” – for moderators AND the users. And it needs to be made clear to the users that comment, clear to the users that are old members of the community and CLEAR TO THE MODERATORS. And not in a EULA or TOS that will be checkboxed and ignored, but in some way that the users SEE what you BELIEVE. This sets the levels for all users of the commenting system. Keeps it clean and aboveboard, and most of all, lets users know where they stand, what will be permitted and why things are/were removed.

So turn comments on, moderate them, but first, clearly define your rules and principles, live by them, and apply them consistently.

The users (all of them) will appreciate it.

<mom> What do you say? </mom>

When we were little kids, my little brother and I heard this all the time. When Mrs Kennedy (not that one, the one on 138th street in the Bronx) gave us an ice pop, when grandma gave us a quarter, when someone told us we looked great in our leisure suits (if i ever find the photos, I will scan and add to flickr). Mom used that phrase because we were little, didn’t know any better, were too busy trying to scarf down the ice pop and because we were learning the social customs that (some) grownups already knew: when someone gives you a compliment or a gift, you say thank you.

How does this all relate to Social Interactions on the Web? Any decent Social Media effort will have some kind of Outreach program:

1. Identifying bloggers, podcasters, videobloggers, forums, communities, social spaces that have something in common with the Social Media Effort
2. Joining the spaces and conversations in a forward, transparent manner
3. Add value to the discussions and attention without expectation or demand of reciprocity (pay it forward slick ad guy)
4. Make good stuff, not marketing taglines or “socialized” press releases
5. Keep the effort going – this is more about bringing big corporations down to eye level with the user than “eyeballs” or “share” or “Audience”

So now a Social Media Effort is doing outreach the right way, is adding something to the conversation, is getting people talking. Users start talking. 2-way dialog meets the 2-way web:

Users start leaving comments on the Social Media Effort’s YouTube videos
Users start threads in a forum dedicated to some topic or subject that the Social Media Effort is engaged in
Users start twittering about it (thanks Pistachio!)
Users start blogging about it
Users start mentioning it in their podcasts, videoblogs, screencasts
Users start participating, giving you their clicks, their eyeballs, their intention, and their voices

Did you remember to say thank you?

In the “little kid” example, it starts in direct personal interactions and continues in the dreaded process of writing thank you notes for birthday and Christmas presents. In this Social Media world of ours, when a user leaves a comment on your blog do you look to see where they are coming from? Do you respond to their comment? Do you check out their blog? Do you look and see what they are writing, what they are into? Do you leave a comment on their blog? Do you add them to your blogroll? When they mention you in a forum like Videoblogging do you respond on-list or leave them a note or tweet? Do you have the processes and procedures in place to listen AND respond?

Not all users will have something to say that is profound or game changing or even nice. Sometimes it will be mean, or bitchy, or completely negative. Sometimes it will be missing the point entirely. Sometimes it will be a simple, anonymous “thanks guys” – and thats it. Its on their terms.

The point is, you are becoming a neighbor, joining a community, being part of something that is smaller and bigger than yourself. Scoble and Godin can’t answer every comment and no one expects a Social Media Effort to mean “direct, personal, immediate, one-to-one communication”. But they do expect that you are listening and they expect you to show it. Demonstrative examples of “hey, we aren’t asleep at the switch or using this Social Media stuff to scam you”.

Are YOU actively participating in the architectures of participation you are spending so much time and money and effort on? Are you showing the community you are trying to engage that you are both interesting AND interested? Social Media Efforts ache over how many ways they can engage the user and get them to hit the SUBMIT button, register, leave a comment or write a wiki entry. If you are spending all this time creating “feedback loops”: platforms, code and process to get users to interact and participate and join in, are you closing the loop?

Some Social Media Efforts spend a fortune (things like Radian6, BuzzMetrics, employees, PR/Ad/Social Media agency personnel) on listening to the places and spaces where users are talking about them. Some more grassroots or startup Social Media Efforts utilize Technorati/Google Alerts/Summize/TweetScan/Etc. and brute-force (human capital) to see where they are being mentioned.


  • Have a blogroll – it is an outward, persistent sign of the sites, people and voices you believe in.
  • Linklove – be “linky” – link to the users, call it out when they add something to the conversation, send the attention of the conversation at your door to their door
  • Celebrate the things happening OUTSIDE your four walls – if your entire conversation is “me, me, me” the conversation will become a monologue. Call out the wins and ideas of the community, show you are participating by checking out their flickr feed, their blog, their tweets, their Second Life island. Spend a % (make it a hard rule if you have to – “one story every day or week or hour will be dedicated to THEM”) of your time and blog space and twitter feed and flickr experience on the community
  • Participate – in the comments, forum, NING ring on your platforms AND the platforms where your users live. Don’t be radio-silent. Show them someone is there and her/his name is Susan or Fred not ADMIN or MODERATOR. Humans don’t have conversations with MODERATORS. In the same way that you call out what users are doing outside your four walls also participate on the user’s sites/platforms. Leave a comment on their blog or Flickr feed. Reply to their tweets. Show you are listening AND visiting
  • Don’t trust one person to be the “community manager” and be responsible for all the commenting and listening and responding – it is everyone’s job. Find ways to get individuals inside the company or org interested in participating. Give them small things to do, get their opinion on what they can do/interested in/would be willing to try. Not everyone wants to be on camera or a blogger – and they all have day-jobs. Make it as frictionless and as fun as possible. I would rather interact with someone inside than some hired blogger or agency wonk

When a user paid you a compliment with their attention, did you remember to write a thank you note?