In this compelling article – Leon Gettler articulates the need for community moderation within social media Brand pages.
Many publications – including this one (Business Spectator) – have been running pieces about why business needs to get into social media. One suspects it’s being spruiked for the wrong reasons.
Many businesses treat it purely as cheap and easy marketing for sending out quick press releases to the world and promoting their products and services at minimal cost. The recent ruling from the Advertising Standards Board about comments posted on the Facebook page of Smirnoff vodka put paid to that. Days later, the ACCC ruled that companies failing to remove false and misleading comments from their brands’ Facebook pages within 24 hours face potential court action.
The ASB and ACCC rulings followed a complaint about comments made by the brand’s Facebook ‘fans’. Some of the comments were obscene, sexist, racist, and depicted irresponsible drinking. Quelle surprise!
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