BY JOSH BUXBAUM
User-generated content (UGC—blog or forum comments, reviews, photos, videos, and tweets, to name a few) is one of the most powerful marketing tools today—more influential than any other media type (at least among millennials), according to research.
Recognizing the power of UGC, brands across the globe have implemented it into their marketing efforts. And although many brands have seen success, from Coca-Cola‘s Facebook Fan Page to Starbucks‘ White Cup Contest, many others have also seen the severely negative impact UGC can have.
The New England Patriots learned the hard way: Its well-meaning, one-millionth-follower Twitter campaign resulted in an auto-tweet of a racist slur that quickly went viral. And once something like that happens, the mistake will forever remain on the Web in blogs, news articles, and social media reposts.
Putting your brand into the hands of the public can be dangerous to both your reputation and your users. But the power of UGC is real, and if done correctly, with the proper precautions in place, it can be highly beneficial for your brand.
Content moderation means scanning UGC for text, video, or images that violate your brand‘s values—racism, nudity, and so on. The goal is to protect your users and your brand, without affecting user experience.
But content moderation is often an afterthought, or not a thought at all, and that’s why UGC campaigns can get into trouble.
To ensure the successful implementation of content moderation for your next great UGC campaign, start your planning with these six content moderation considerations.
1. Determine budget
2. Determine your criteria
3. Determine your return time
4. Determine peak UGC time, if any