Last updated on January 4, 2018
The biggest challenge for businesses after the holiday season is to make sure that their business, brand and customers are protected. The Holidays are a busy time for everyone; even for spammers, trolls, phishing entities and unavoidably, a business’ own users. The proliferation of online threats and other content brought about by possible poor decision-making can result to tremendous harm to a business. One way businesses deal with this issue is through content moderation services, this is a great way for businesses to review content based on posting guidelines, reports and proactive content reviews.
Through content moderation your business creates a user-friendly environment for your customers and site visitors free of dividing, polarizing and unwanted content. The Holidays are notorious for a flood of all these unwanted and potentially dangerous content.
Whether your business handles Pre, Post or Real-time moderation, it takes a significant amount of effort, manpower or resources to ensure the brand and the customers are protected.
Ideally, pre-moderation would be the best way to protect your customers. Having a grace-period for content review is amazing for protecting brand image. Sadly pre-moderation is also slow, non-friendly to users and limits how interactive a business can be.
Holidays are a time for “joyous content” mostly at the spur of the moment, often in the heat of the situation and commonly caught at the most inopportune time.
Not all content posted during merriment is appropriate for sharing. And though Pre-moderation (and pre-confirmation) can prevent these, not all customers will appreciate the delays.
The most difficult of all moderation options, real-time moderation does not have time for delays. It delivers what a user wants when they want it. Most customers would opt to have real-time moderation solely because it caters to impatience, immediacy and having everything up-to-date.
Real-time moderation is the most resource heavy of all the types of moderation. Especially during the holiday season where user-generated content increases greatly. Following closely behind user-generated content are the less than acceptable content from dubious entities spreading spam, posting unsolicited offers, flooding pages with links for traffic generation, purposely trolling users to leave and the many other threats that take advantage of the uptick in user traffic.
Though real-time moderation feels like the best solution, it is not a practical option in terms of manpower, effort and resources.
During the holidays, post-moderation may be the worst option as it leaves a business wide-open to a higher chance of unwanted content.
The problem with post moderation is that uploaded content has the opportunity to damage the brand regardless of how short or how long the content has been up before it was eventually taken down.
Holiday content requires moderation that is more proactive rather than reactive. That being said, post-moderation is the most common form of moderation especially as a post-holiday option.
Ideally, all content should go through moderation. Realistically, that would be a different story. Moderation may be a viable option but for many businesses, having all content moderated every time, is not only difficult but expensive. A combination of the 3 forms of moderation as well as the integration of auto-filters can provide an extra layer of security in terms of content. Auto filters can also help alleviate some of the pressure in moderation. It may not be fool-proof, but it’s still a practical option.
Post-holiday content may either be a product of opportunistic entities trying to dupe your users into something they will regret or it could be uploaded user-generated content (sometimes posted due to flawed or poor judgement). These contents need a critical eye and proper judgement. A business must always be on the lookout for things that can harm their brand and their customers. Removing content that might be bad for the brand or regrettable for the customer. A courtesy email informing a user can also explain further why content has been taken down.
Carefully monitoring content can mean the difference between a well-protected brand and a brand that ends up requiring damage-control.
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