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Have You Created Do's & Don'ts for Your Online Communities?
A Facebook Page is the hottest venue for a variety of current and potential customer engagement and activity, and most people who ‘Like’ a Page use it accordingly. However, every Facebook Page is a potential target for the irrational or angry person who ‘Likes’ the Facebook Page for the purpose of leaving a barrage of negative or abusive comments.
While an occasional negative comment is standard fare for most brands and somewhat unavoidable, someone who sets out to leave negative feedback repetitively on the Page or comments negatively towards the brand on every comment (thereby hijacking the comment thread) is acting abusively. A Facebook Page attack should not be–and does not need to be–tolerated. There are ways to protect your brand and social channels from such abuse. Organizations (via the page admins) have the right to remove the comments and permanently ban the abuser from its Page. Having a set of House Rules or Community Guidelines that are clearly stated will not prevent such a tirade, but will help set expectations for the consequences of this type of behavior.
Tips for Creating Facebook House Rules or Community Guidelines:
Where to Post your Rules: Your Guidelines or Rules can live on a dedicated tab or App (as Facebook refers to them now) as well as your company's website. If you don’t have the room to dedicate an entire App to your House Rules, you can publish them on your website under a sub-domain and include a paragraph with link to the rules on your existing Facebook Apps. DDW recommends putting the house rules for your brand's community on both your website as well as your social media channels. Using a link to send people directly to your site for the information is a great way to avoid a text dump on your Facebook page or Twitter bio.
State the Page’s Purpose: Clearly state the purpose of your Facebook Page… you can include verbiage stating that the Page is set up for communication and interaction between Fans and the Brand and that abusive or offensive comments or language will not be tolerated and will be removed. This is very imporatant for toy brands and social media channels that need to support COPA complaincy.
Provide Contact Information: By providing a phone number and/or email address, you are giving the potentially abusive person a venue to be heard offline, but that is not always a possibility for all brands. Give as much informaiton as possible to give fans a way to get in touch, and offer sincere support to keep your fans happy.
Coca-Cola’s “House Rules”: This is your Fan Page and we encourage you to leave comments, photos, videos, and links here. However, we will review all comments and will remove any that are inappropriate or offensive. We will leave what you share that relates to the subjects covered on this Page. Please understand that comments posted to this Page do not represent the opinions of The Coca-Cola Company.
Amazon.com’s Facebook Page has a “Community Rules” tab: Welcome to Amazon.com’s Facebook Community. We invite you to communicate with Amazon and other customers to share your thoughts, insights, and views about Amazon.com and products available on Amazon.com. If you have customer service questions, we invite you to visit our Help Community on Amazon.com.
BBC World News: BBC World News welcomes honest, friendly and open conversation on our Facebook page, however we reserve the right to remove comments or discussion posts which stop this happening. People who are continually detrimental to others’ enjoyment of this page risk being permanently removed as fans.
What are your thoughts on creating effective Facebook House Rules? Please share any good examples of Guidelines that you’ve come across. DDW Marketing has the certified expertise, tools and social media acumen to take your SEO and social media marketing campaigns to the next level. Find out how we can help you use search marketing and social media more effectively for your business.