- Building a healthy community; key considerations - Valuing the role & seniority of community management - Moderation and its role in governance - Moderation strategy & risk preparation

1. COMMUNITY
MANAGEMENT
MODERATION &
GOVERNANCE
Alison Michalk

2. ABOUT ME
- QUIIP CEO: COMMUNITY MANAGEMENT SERVICES CO.
- FORMER ESSENTIAL BABY (FAIRFAX DIGITAL)
COMMUNITY MANGER & EDITOR
- FOUNDER SWARM #CMGR CONFERENCE
- MANAGES AUSTRALIAN COMMUNITY MANAGERS’ GROUP
(OVER 700 CMs)
- WORKED WITH COMMUNITIES FOR 10 YEARS
- FOCUS ON HIGH-RISK & SENSITIVE CONTENT

3. A SPECIFIC GROUP OF PEOPLE
WHO FORM RELATIONSHIPS OVER TIME
AROUND A STRONG COMMON INTEREST.

4. WHY BUILD COMMUNITY?
• Build customer loyalty
• Idea generation / product development
• Customer support
• Increased revenue, decreased costs
• Long-term asset for the business
• User-generated content & space
• Content & control
• Better ability to engage with members
• Better moderation functionality

5. “COMMUNITY MANAGEMENT IS THE DISCIPLINE
OF ENSURING PRODUCTIVE COMMUNITIES”
@TheCR

6. 24/7

7. KEY COMMUNITY MANAGEMENT SKILLS
!
• Incredible communicator - ability to
translate PR “on message” comms.
• Content creation & curation - editorial
skills.
• Thick skin but empathetic, cope with
emotional challenges
• Conflict resolution
• Business nous, working across
departments
•Ability to facilitate peer to peer
discussion
!
• Advocate - galvanises internal support
• Ambassador - represent the members
• Problem solver
• Ability to build trust
• Compile actionable reports, understand
& analysis metrics
• Understanding of how to develop the
community
• Understanding our how the community &
business objectives align

8. COMMUNITY MANAGEMENT PILLARS
1
ENGAGEMENT:
- FACILITATE PEER-2P
- GROWTH
- SENSE OF BELONGING
2
RISK MITIGATION:
- LEGAL
- BRAND
- USER
3
STRATEGY:
- ALIGN BUSINESS OBJECTIVES
- GROWTH PLAN
- METRICS & MEASUREMENT

9. ENGAGE
!
• WELCOME MEMBERS
• COMMUNITY SENTIMENT
• HIGHLIGHT CONTENT
• SHOWCASE USERS
• RESOLVE DISPUTES
•FACILITATE PEER-TO- INTERACTIONS
• BUILD INFLUENCE & INSIDER GROUP
• REINFORCE & REWARD POSITIVE BEHAVIOUR

10. LEGAL
RISKS
!
• COPYRIGHT
• IP INFRINGEMENT
• DEFAMATION
• DISCRIMINATION
• CONTEMPT OF COURT
• FALSE & MISLEADING
• COMP. & CONSUMER ACT
• BULLYING/HARASSMENT
http://www.flickr.com/photos/60588258@N00/3293465641/

11. USER
RISKS
!
• NEGATIVE EXPERIENCE
• PROFANITY / CONTENT
• DISCLOSURE
• DUTY OF CARE
• TROLLING & BULLYING
• NEGLECT
• PERSONAL HARM
• MENTAL HEALTH
http://www.flickr.com/photos/42941459@N00/6140660504/

12. BE RISK PREPARED
NOT RISK ADVERSE

13. THE ROLE OF
MODERATION

14. !
MODERATION
• MINIMISE RISKS
• CREATE A CULTURE
• SET THE TONE
• CREATE A SAFE &
WELCOMING SPACE
• FOSTER SELF-GOVERNANCE
• GROW THE COMMUNITY
• IDENTIFY VOLUNTEERS
• CURATE CONTENT
• IDENTIFY ISSUES

15. #1 ONLINE
COMMUNITY
GUIDELINES
#2
INTERNAL CM
GUIDELINES
#3
RESPONSE
MATRIX
MODERATION STRATEGY
#4 CONTENT
ASSESSMENT
CHART
#5
ESCALATION
PROCEDURE
#6
SOCIAL MEDIA
POLICY & ToS

16. HOURS OF
COVERAGE
COMMUNITY
PEAK TIMES
AFTERHOURS
ACTIVITY
MODERATION CONSIDERATIONS
RISK WINDOW
PROCEDURES
RESOURCES +
SKILL LEVEL

17. COMMUNITY
GUIDELINES
!
• FOCUS ON THE DO’S
• SHOW HOW TO GET VALUE
• CONVERSATIONAL
• BRIEF
• EASY TO FIND
• CONSULT & REVISE
• LINK & REFERENCE

20. #2 INTERNAL
CM MANUAL
#3 RESPONSE
MATRIX
#4 CONTENT
ASSESSMENT
#5 ESCALATION
PROCEDURE

21. FACEBOOK
• LIMITED MODERATION FUNCTIONALITY:
moderation blocklist, filter, turn-off
• FB COMMUNITY GROWTH NOT ORGANIC, USUALLY DRIVEN BY ADVERTISING - CAN
BRING “UNDESIRABLES!”
• EDGERANK CAN LEAD TO PROVOCATIVE AND DESPERATE CONTENT
• 3RD PARTY PLATFORMS STILL RELY ON FB API, SO MANUAL CHECKING IS ALSO
ADVISED. (Eg. Conversocial, Context Optional, BuddyMedia, Sprout social, Hootsuite.)

22. TROLL VS
DETRACTOR
• Trolls have no interest in a resolution.
• Detractors are critics. They may be irate but also
seeking resolution.
• Know the difference between provocation and
frustration. Listen.
• Try to see the issue from their perspective.
• Take the issue offline - even via phone. Ensure you
have the answers and support you need when you do.
• Give them enough rope!
• Know when to do nothing (but deep breaths).

23. 10 RESPONSE TIPS
1. Fire drills - practice!
2. Determine the issue, research the poster.
Are they a blogger? A reporter? A known
troll? A well known group of activists?
6. Prepare resources beyond business hours. You
may require multiple hands on deck at once.
3. Identify common questions/themes.
9. Don’t delete negative comments unless they
breach your guidelines, or the ToS. Be sure to
articulate this to the community.
4. Do not cut & paste the same response!
5. Prepare responses / apology /
explanation. Higher the better (CEO). Ask
for patience if you’re waiting on further
information etc. Make 1st effort count!
!
7. Offer the community something.
8. Use filters and pre-moderation if necessary.
10. Breathe! Give the community space to respond
and answer each other. Your advocates will do a
more powerful job than you can!

24. THANK YOU & GOOD LUCK!
QUIIP.COM.AU | @QUIIP
SWARMCONFERENCE.COM.AU | @SWARMCONF
EMAIL US! INFO@QUIIP.COM.AU
Image: http://www.flickr.com/photos/15132846@N00/8197868606/