Businesses can download a free social networking guide on how to avoid these pitfalls
Chat Moderators, today unveils the top ten mistakes that business make when introducing an online social media initiative. Based on eight years of customer research during the escalating popularity of User Generated Content (UGC) as a marketing tool, Chat Moderators has discovered that many businesses are making the same mistakes over and over again.
Customer intelligence has shown a number of examples of bad practice and a certain level of naivety regarding social networking initiatives including the common mistake of thinking that your audience won’t mind if you remove their submissions just because you can’t take valid criticism. They certainly will mind and any attempt you make to deny justifiable criticism will simply compromise the integrity of your initiative.
Other common mistakes include:
• Not publishing a straightforward set of rules for the creators of uploaded material.
• Not creating a sophisticated set of rules for the judges of uploaded material.
• Not verifying the email addresses of registrants.
• Not having the software tools to record why you might have removed certain content.
• Not having the software tools to reinstate removed content, to remove previously approved content or even to simply ‘hide’ content that needs further investigation.
• Not being able to judge UGC from a back-end queue and instead checking submissions via email or the ‘front end’.
• Imagining that any brand secrets or skeletons in your brand cupboard will stay undiscovered.
• Assuming that your audience will generate content as on-brand and on-topic as your marketing department does.
Perhaps one of the biggest mistakes is: Not taking any interest in the initiative post-launch, Rob Marcus, director at Chat Moderators explains: “It’s often the most obvious things that are the most surprising in these instances. After all of the work brand managers seem to put into planning and creating an easily navigated and moderated social network at the start of the process, they forget to stay close to it. The early days are so important if you are to avoid cliques of troublesome users from developing. You need to ensure that your objectives are not going to be undermined by content that you hadn’t expected if you are to gain an influential foothold.
“Don’t be afraid to actively engage with your audience from time to time, especially to clarify misunderstandings. If you do so, don’t pretend to be someone other than who you are; the proud brand custodian who’s willing to listen”, concludes Marcus.
For more invaluable tips on how to avoid these common errors, businesses are invited to download a free guide which goes into more detail surrounding these common mistakes along with hints of how to avoid going down the wrong path with social networking initiatives. Visit www.chatmoderators.com and click on ‘Guide to successful UGC’ to download your guide.
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About Chat Moderators:
Empowering an audience with the ability to create their own digital content can bring many benefits to a business’ brand and reputation, provided it is managed responsibly. Chat Moderators takes the management and risk out of publishing user-generated content (UGC) by judging contributions to discussion areas, forums, chat rooms, comment areas, blogs and social network profiles. Other services provided by Chat Moderators include digital community consultancy, community management and insight reporting.
Chat Moderators’ client list includes Amnesty, BBC, Bauer, Blue Cross, EMI, Friends Reunited, Glaxo, HM Government, Iris, MTV, National Magazines, Orange, Panasonic, Reed Elsevier, Sony, Transport for London, Vodafone and Waitrose.
For more information visit: www.chatmoderators.com, www.targetedmoderation.com or call Ascent PR on 0118 988 0501
FOR FURTHER INFORMATION CONTACT:
Louise Mapp/Danielle Mumford
T: 0118 988 0501
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