IAB releases social media comment moderation guidelines

Interactive Advertising Bureau views user comments directed towards an organisation or social media platform, or to other users who are drawn to a particular organisation, do not constitute advertising

The Interactive Advertising Bureau (IAB) has released new Social Media Comment Moderation Guidelines in a bid to clarify how much responsibility brand owners have for user comments posted in social channels.

IAB Australia director of regulatory affairs, Samantha Yorke, said there has been confusion across the business community about how to manage user comments on social media platforms, and pointed out there are risks for organisations that aren’t aware of their responsibilities when it comes to the nature of these posts.

IAB’s view is that user comments directed towards an organisation or social media platform, or to other users who are drawn to a particular organisation, do not constitute advertising.

However, all stakeholders have a responsibility to manage user comments, IAB stated. This includes the users, who need to think about content before it is posted and take responsibility for their comments; brand owners, who should be engaged in responsible moderation across their social media channels; platform providers, who should remove comments reported to them which are illegal or violate terms and conditions as well as empower organisations with tools to help moderate social channels; and the community, who should report comments that violate applicable rules.

“There is a real risk that organisations who treat user comments as advertising will err on the side of caution and moderate user comments very conservatively, which will adversely impact their presence on social platforms, and which arguably undermines the very spirit under which social media thrives,” Yorke said.

The new IAB guidelines recommend how organisations should moderate user generated comments posted to social media channels, as well as tools available from social media platform operators to help brands deal with user posts. The guidelines also identify best business practice and provide general advice on managing conversations in a social media environment.

IAB director of regulatory affairs, Samantha Yorke’s blog for <i>CMO</i> on the risks in social media engagement for through users comments here.

IAB’s top practice recommendations for brand owners are:

  • Develop moderation guidelines and publishing them on social media property;

  • Consider developing an internal moderation schedule to identify who is moderating which social media properties and at which times;

  • Develop a crisis management plan in the event that an issue arises on your social media platform which needs escalating;

  • If you don’t have appropriate resources within the organisation for social media moderation, consider hiring a specialist moderation business well versed in conflict management and jurisdictional matters;

  • If you are directly soliciting a response or user generated content in relation to a provocative or edgy question, ensure you have adequate resources to take extra case to review all subsequent responses promptly;

  • Be aware of specific legal or regulatory requirements if your business or product is directed towards children;

  • Regularly review tools available to your organisation when you develop a social media presence;

  • Provide feedback to the platform operators around how their tools work and any suggestions for improvement.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I had the same vision about change from CX terminology to HX. Even with almost the same title: 'Forget customer experience...' https://ww...

Ekaterina Khramkova

Forget customer experience, human experience is marketing's next frontier

Read more

Thank you, so do I.

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

Hi Harry, thank you for pointing this out I can confidently say both these bottles are in transition away from PET as we continue to impr...

David Freeman

Sustainability of message: H2coco founder's commitment to consumers

Read more

I’m confused. He has a giant 2l hard plastic bottle in Coles and his pink bottle is also in plastic??

Harry

Sustainability of message: H2coco founder's commitment to consumers

Read more

Great message from an Aussie company about sustainable business practices, particularly packaging. Wish more businesses would think more ...

Krisy

Sustainability of message: H2coco founder's commitment to consumers

Read more

Latest Podcast

More podcasts

Sign in