As we all know, businesses use social media to boost customer engagement and customer experience. At the same time, customers can also use this as a platform to express their dissatisfaction with the products or services of a certain brand. Because of this, there are times that some unfiltered comments contain unnecessary hate or disgust.
As the number of social media users increase, the level of content moderation should also improve. Customers go to social media accounts of the brand or company they engage with to comment and like the things these businesses posts. Now, if there are bad comments, it is up to the content moderator if they will block or hide that particular comment.
Role of content moderation in social media
It is dangerous and risky to just leave a comment section and articles or any other posts unattended, especially if you have a user-generated content (UGC). It is important to look for comments like texts, videos or images that are against the rules of websites like Facebook and Twitter, or even your very own rules, and flag them down.
Comments that pertain to racism, nudity, and violence are a big no-no. Unwanted advertisements and spam are also not really pleasing or inviting to see in a comment section of a brand or company, especially if they are unrelated to the content itself.
Moreover, it will be appalling for the brand itself because people will not want to go to a comment section that has so much hate. It will decrease their chances of selling their products especially if the comments are about their products, which are being talked about in an awful way.
However, not all comments that talks about the brand or their products and services in a negative way should be blocked or brush under the rug. There are times that they can be seen as constructive criticisms. Companies can use those comments to upgrade their services and products so that people will have a better outlook on them.
Facebook as top social media platform for businesses
According to Crowdtap, a social influence marketing platform, millennials spend an estimated amount of 18 hours a day on social media last 2014. Because of that, millennials are now the top consumers beating Generation X and Baby Boomers. They are also the group of generation that is almost always on social media.
A brand or a company usually has social media accounts and they interact with their customers there. Most of the brands and businesses use Facebook as it is still the most known social media platform with almost two million active users per month.
Moreover, according to Facebook itself, there are more than 50 million small businesses using their site to promote and connect with their customers. In relation to that, Forbes said four million of those businesses use advertising. They advertise their posted contents like videos, blogs and graphics to get the attention of their target audience.
When they do garner attention, there are those who come just to write comments. Whether they are good or bad, these comments are made every day by different consumers.