A Guide to Managing Social Media for News Sites: eModeration White Paper

A guide to
managing
social media
for news sites
and media
organisations

A white paper examining how media
organisations use and manage online
communities, the legal implications, and how
best to engage users within 'owned' communities

Authored by Tamara Littleton Sept 2011

Authored by Date
For more information call Tamara Littleton on +44 (0)20 3178 5050 www.emoderation.com
26
eModeration Ltd :: The Media Village :: 131-151 Great Titchfield St :: London :: W1W 5BB :: UK
2012

eModeration: A guide to managing social media for news sites and media organisations

Table of Contents
Type chapter title (level 1) 1
Type chapter title (level 2) ..................................................................................................................................................... 2
Type chapter title (level 3) .............................................................................................................................................. 3


Contents
Contents Error! Bookmark not defined.
Thesesocial in a news breaks on Twitter. MSNBC’s Breaking News not defined.
Being
days, regulated world ..................................................... Error! Bookmark Twitter feed
Who wants to ‘engage’ with their bank? Banks are boring, right?Error! Bookmark not defined.
has (at the time of writing) just over three million followers; BBC Breaking has 1.5 million and
The opportunities for social media for financial services companiesError! Bookmark not defined.
CNN has 2.2 million. These are in addition to the myriad of newsroom feeds, channel-specific
Setting the rules of engagement ...................................................... Error! Bookmark not defined.
Crisis and risk management over social media ............................. Error! Bookmark not defined.
feeds and, of course, journalists’ own feeds.

This paper looks at how media organisations use and manage online communities. It’s worth
Contents that it doesn’t specifically address how news organisations use social campaigns to
stating

market themselves, but focuses on how best to engage and manage users within not defined.
Contents Error! Bookmark ‘owned’
Being social in a regulated world ..................................................... Error! Bookmark not defined.
communities (forums, comment sections, Facebook pages and Twitter feeds).
When Hurricane Ireneengagement ...................................................... Error! Bookmark notfor the
Setting the rules of hit the US in 2011, she had her own Twitter account (borrowed defined.
duration of the hurricane from a woman of the same name). Mobile phones have played a

huge part in communicating the uprisings in the Middle East. When a US Airways plan landed
eModeration: The Guide to Social Media Engagement for Financial Organisations
on the Hudson River in early 2009, pictures were uploaded to Twitter from mobile phones

during the rescue operation, before news teams had reached the scene. Twitter has

published a ‘Twitter for newsrooms’ guide, to ‘help creative professionals in news, TV, sports

and entertainment use Twitter effectively’ with details of publishing tools, using Twitter to

source information, and even examples of journalists using Twitter to engage with audiences
(Katie Couric and the Washington Post’s Melissa Bell are cited). At the time of writing, The

Guardian is experimenting with opening the doors of its newsroom

to the public to let us see a live account of their plans in the form
of the daily newslist kept by their editors, and had just launched

the @GuardianTagBot to help readers search for content.

2


Table of Contents
TypeAs consumers, we 3) .............................................................................................................................................. 3
chapter title (level don’t just receive news passively any more. We expect to comment on the
big stories of the day, interact with journalists and share our thoughts with a community of
other readers. Journalists are also bloggers, and bloggers journalists. The big publishers all
Typeaccept user-generated content on their sites, whether on blogs, articles, videos, or forums,
chapter title (level 3) .............................................................................................................................................. 6
and with or without involvement from journalists or community managers. According to a

Contents of Nielsen audience stats by the Pew Research Center’s Project for Excellence in
study

Journalism, Facebook is the third biggest referrer of traffic to newsrooms (interestingly, Twitter
still barely registers – it seems we want topline information from Twitter only).
Of Setting the rules ofparticipation in media goes beyond the newsroom. Text-to-screen
course, audience engagement ...................................................... Error! Bookmark not defined.
technologies mean that we can air our opinions on TV via a mobile phone, from the comfort

of the sofa. New TV shows regularly get their own Twitter hashtags (the Apprentice has

become a multi-channel series) and Facebook discussions grow around breaking stories or
Contents based events, such as the Royal Wedding, or the Obama Town Hall debate on MTV. In
news

Sweden, one regional newspaper has gone so far as to open up its editorial decisionsdefined.
Contents Error! Bookmark not to
consumers, creating an ‘online open newsroom’ where readers can suggest and discuss
stories via a tool called ‘eEditor’, created by CoverItLive. companiesError! Bookmark not defined.
The opportunities for social media for financial services
Traditional approaches to restricting access to news don’t work anymore, either, as a certain

UK footballer found out when his legal team tried to apply conventional privacy injunction
laws to Twitter – newspapers were

left unable to report what millions

of consumers had worked out

from Twitter. Super-injunctions

become even less effective when
you consider that the public could not possibly comply with them since they don't even know

they exist, nor is the majority of the global Twitterati bound by UK legal rulings.

3


Table of Contents
Approaching social communities: before you start
As James Hohmann of Politico says in his paper 10 Best Practices for Social Media: Helpful
guidelines for news organizations (written for the 2010-11 ASNE Ethics and Values Committee):

Contents“Putting in place overly draconian rules discourages creativity and innovation, but
Contents an uncontrolled free-for all opens the floodgates to problems and leaves news
allowing Error! Bookmark not defined.
organizations responsible for irresponsible employees.”
The paper is well worth reading, and outlines the social media guidelines of all the major US
news outlets.risk management over social media ............................. Error! Bookmark not defined.
Crisis and

Set guidelines – for both users and journalists
Contents
Guidelines for journalists
There are practical reasons for setting a social media policy for journalists, as shown by new
guidelines released in July 2011 by the Associatedservices companiesError! Bookmark not defined.
The opportunities for social media for financial Press, which states:
“Everyone who works for AP must be mindful that opinions he or she expresses may
damage the AP’s reputation as an unbiased source of news. AP employees must
refrain from declaring their views on contentious public issues in any public forum and
must not take part in demonstrations in support of causes or movements. This includes
liking and following pages and groups that are associated with these causes or
movements. Sometimes AP staffers ask if they’re free to comment in social media on
matters like sports and entertainment. The answer is yes, with a couple of reasonable
exceptions. First, trash-talking about anyone (or team or company or celebrity)
reflects badly on staffers and the AP. Assume your tweet will be seen by the target of
your comment. The person or organization you’re deriding may be one that an AP
colleague is trying to develop as a source.”

4


Table of Contents
TypeAs the Telegraph has recently seen, serious problems can occur when you integrate external
social media platforms into your editorially controlled, highly reputable news site.

Contents

Contents


This is not the first time this has happened to The Telegraph – the paper set up a #budget

hashtag tracker in 2009 which resulted in a stream of insulting tweets being published on the

website. Apart from the negative impact an abusive tweet can have on the reputation of
your brand, how can you expect site contributors to uphold the stringent community

standards that the newspaper demands when un-moderated content can be displayed

prominently on your home page from your own reporters?

5


Table of Contents
The guidelines also warn against the possibility of bias:
Type chapteracceptable .............................................................................................................................................. 6
“It is title (level 3) to extend and accept Facebook friend requests from sources, but we
should try to avoid situations that may jeopardize AP’s reputation by giving the
appearance of bias.”
Contents
Guidelines for users
It’s The opportunities for social media for financial services companiesError! Bookmark not defined.
worth spending some time writing clear, readable guidance for
users on and risk and what isn’t acceptable behaviour on the site. Error! Bookmark not defined.
Crisis what is management over social media .............................
Long, jargon-filled terms and conditions may be necessary for

legal reasons, but most consumers won’t read them. Highlight the

Contents important things you want users to do in plain language, with
most

a link through to the more detailed terms. This will help to set the
tone and values of the community from the outset. Be clear what
action will be taken if the rules are broken (the post will be removed, in extreme or repeat
offence casesrulesuser will be blocked, and if illegal action is taken, then the appropriate
Setting the the of engagement ...................................................... Error! Bookmark not defined.
authorities will be notified, etc) and – importantly – take that action. The Guardian's

community standards are a good example to follow.

6


Table of Contents
TypeEscalation processes

Set clear escalation processes so that the community managers can respond quickly and
appropriately to issues. A subscription problem will have a different escalation process to a

security threat – make sure procedures are in place for various levels of issues.
Contents
Contents
Response policies Error! Bookmark not defined.

DoBeing social in a regulated world ..................................................... Error! Bookmark not defined.
you want journalists to remain involved with the community after their article is written and
posted? We know from social media for financial where there is evidence of an authoritative
The opportunities for our own experience that services companiesError! Bookmark not defined.
voice within the community, there are fewer issues with abusive user behaviour. It alsodefined.
Setting the rules of engagement ...................................................... Error! Bookmark not cuts
down the amount of spam posted to the site. But it can be problematic.

Dealing with angry or abusive responses can be challenging for reporters, particularly when

Contents abuse is personal. If you expect your reporters to engage within the community, set clear
the

response guidelines and offer training in dealing with negative or personal comments.
Reuters’ policy for journalists (reported in Hohmann’s paper) states:
“Think before you post. One of the secrets to social media’s success is how easy it not
The opportunities for social media for financial services companiesError! Bookmarkhas defined.
Setting the rules of engagement also makes it easy to respond Error! Bookmark not defined.
become to participate. But that ...................................................... or repeat before you
have thought through the consequences. Whether we think it is fair or not, other media
will use your social media output as your news organization’s comment on topical
stories. And you will play into the hands of your critics unless you take care: Resist the
temptation to respond in anger to those you regard as mistaken or ill-tempered.”

There may even be an argument for a third party (the site’s community manager, for
example) to select posts for journalists to respond to, in order to reduce the chance of

posting in anger. AdAge published a great story on the

‘chapter missing’ from Twitter’s newsroom guide, citing a
‘throw down’ on Twitter between Jeff Jarvis and Jeff

Bercovici. It’s very easy to respond in anger with the online

world watching.

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Table of Contents
TypeDealing with (level 3) .............................................................................................................................................. 3
chapter title reader comments
You don’t have to be a social media expert to know that there are certain types of stories
that are more likely to generate abusive comments from readers. Anything covering emotive
Typeissues - religion, race, sexuality, war, politics - is likely to attract strong feelings from readers.
Recognise which stories are likely to generate strong emotions, and deal with them

Contents
appropriately:

 Make sure you adhere to the terms of the site. Don’t allow abusive or threatening posts
 Who wants to ‘engage’ with their bank? Banks for exampleright?Error! Bookmark not defined.
If appropriate, move the discussion elsewhere, are boring, to a forum that is separate from
the main news site. This distances the user comments from the Error! Bookmark not defined.
Setting the rules of engagement ...................................................... journalists and allows you to
Crisis and risk management over social article discussion
treat it slightly differently from a normal media ............................. Error! Bookmark not defined.

 If you are employing moderators (which we would strongly advise) you need to scale up
and brief them accordingly
Contents

Moderation options regulated world ..................................................... Error! Bookmark not defined.
Being social in a for reader comments
There are four options: social media for financial services companiesError! Bookmark not defined.
The opportunities for
1. Pre-moderation (all comments are moderated before
they go live). This is obviously the safest route to take to
protect the reputation of the organisation and is the
one most news organisations opt for. However, it has a
major disadvantage in that there will be a time lag and many comments may never be
screened due to high volumes

2. Post-moderation (all comments are moderated after they go live, and removed if they are
abusive). This is slightly more risky, as inappropriate comments will be seen by the
community, and associated with the media brand. Again, there is danger that high volumes
may mean that not all comments are screened.

8


Table of Contents
3. A combination of pre and post moderation. Reuters has ‘approved’ commentators –
people who have a strong record of behaving well in a community and having their
Type chapterapproved – who can move away from pre-moderation to post-moderation.
comments title (level 1) 4
Type chapter titlea cost advantage to this approach, as you don’t need round-the-clock moderation
There is (level 2) ..................................................................................................................................................... 5
4. Relying on the community to moderate comment s by flagging them. This is the most risky

Contentsstrategy, and has the most potential to damage the brand. In the UK, however, unlike the
US, there is still some confusion around who is responsible for user-generated content on a
news site, and some news organisations take this route to try to cover themselves under the
EU Commerce Directive hosting exemption. But in practice, legal rulings on the use of the
Hosting Defence for social media for financial grey legal area. In the main, brands take
The opportunities have varied: it's an extremely services companiesError! Bookmark not defined.
their duty of care very seriously, and agree that it is important to moderate thoroughly, to
protect the brand’s own reputation and, of course, its users. Update Oct 2011: The UK
Government are proposing a revision to the defamation laws which, if they go through,
could significantly impact the way both legal liabilities of publishers and moderation
Contents
processes.
Moderating comments on Twitter
Of Setting the rules ofmoderate what people say on Twitter – and Error! Bookmark not defined.
course, you can’t engagement ...................................................... creating hashtags for
particular subjects can be a risk, as there’s no way of moderating a live feed. What you can

do is to moderate Twitter feeds that are pulled into websites, to avoid being ‘brandjacked’
on your site or Facebook page.

Dealing with text-to-screen comments

The only way to do this is to pre-moderate all comments using technology and human
moderators. It’s not worth the risk to the organisation’s reputation if an inappropriate post

gets through to a screen in a live TV environment. And remember that a Twitpic can make

the offending tweet viral in seconds ...

9


Table of Contents
TypeBlockingtitle (level 3) .............................................................................................................................................. 3
chapter comments
Blocking comments completely is an option in some cases, for example those stories most
likely to incite a strong reaction from the community, or on coverage of a legal case. The
TypePortlandtitle (level 3) .............................................................................................................................................. 6
chapter Press Herald blocked user comments entirely in late 2010, in response to ‘vile, crude,
insensitive and vicious postings’. (That policy has since been reversed and comments are

Contents
enabled, but with a strict no-bullying policy made clear at the top of each comments page.)

But there is a real difference between negative and abusive comments. Inviting commentary
on news articles will generate differences of opinion and healthy debate. Views that disagree
with those of the news organisation should be accepted (andright?Error! Bookmark not defined.
Who wants to ‘engage’ with their bank? Banks are boring, actually help to make the site
feel authentic,rules ofand honest). But there is no need to put up with abuse, personal defined.
Setting the open engagement ...................................................... Error! Bookmark not
comments or spam. Equally, libellous comments should be removed. Although in the US

publications aren’t legally responsible for libellous postings on their sites (unless altered by the

organisation – see our legal section, below), this is a more grey area in the UK, and it is good
Contents
practice to remove anything that could drag you or your users into a court of law.]

Some news organisations choose not to publish comments that are very similar to not defined.
Contents Error! Bookmark ones that

have run social in if they don’t add anything to the debate. In Reuters’ words:
Being before, a regulated world ..................................................... Error! Bookmark not defined.
“Some the rules of engagement ...................................................... Error! Bookmark not defined.
Setting of the guidelines for our moderators are hard to define precisely. Mocking of
Crisis and risk management overfor example, but a moderator Error!has just approved
public people can be fair sport, social media ............................. that Bookmark not defined.
30 comments calling someone an idiot can rightly decide that there’s little incremental
eModeration: The Guide to Social Mediablock comments of this nature, it’s because of
value in publishing the 31st. When we Engagement for Financial Organisations
issues of repetition, taste or legal risk, not political bias.”

(Note: at the time of writing, there appears to be no engagement with the commenters

under this particular post.)

10


Table of Contents
TypeAllowingtitle (level 3) .............................................................................................................................................. 3
chapter users the right to contest a decision?
If a user contests the decision to delete a comment, or block them, don’t enter into a
discussion within the thread itself, but move the discussion elsewhere (to a contact centre, for
Typeexample). As(level of.............................................................................................................................................. 6
chapter title one 3) our community managers, Tom Miller, says:

Contents“It's unwise to respond to the user who is protesting a moderation decision within the
thread itself. Any limited discussion tends to snowball into more users asking 'but why X
if not Y?'. It’s best to direct it through to a contact centre. If the protest starts a new
thread, close it with something like 'Hi xx, we don't discuss moderation issues on the
board itself. Please get in touch at for financial services companiesError!be happy to defined.
The opportunities for social media xxx and the forum support team will Bookmark not
Setting the an old thread, the posts should be split to archive and a post put upnot defined.
help'. If it’s rules of engagement ...................................................... Error! Bookmark along
the lines of 'A number of posts have been removed from this thread. We don't permit
discussion of moderation actions on the board itself but are happy to discuss via xxx'.

Contents“At the contact centre, after you've explained the decision, if the user still isn't happy
and you see no reason to alter the decision, you need to close the discussion: an
almost-mean 'we're perfectly within our rights to determine who can and can't use our
services and if ‘engage’ with their bank? then you're out. No further discussion willnot defined.
Who wants to you can't follow the T&Cs Banks are boring, right?Error! Bookmark be
The opportunities for socialrepeat offenders or particularly silly banned users. There is of defined.
entered into' can work for media for financial services companiesError! Bookmark not
course a nicer approach forover social media ............................. Error! Bookmark not defined.
Crisis and risk management people who’ve just got it a bit wrong, saying something
like: ‘we hope you can understand our reasoning and change how you post next
time’.”

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Table of Contents
TypeDealing with (level 3) .............................................................................................................................................. 3
chapter title mis-information
Often, the community will pitch in to correct mis-
information on comment threads. Serious mis-
information posted within the community should be
corrected (and if it is defamatory, deleted). But it’s not

Contents always readers who make mistakes. In this Mediashift

post, the author Nathan Gibbs gives excellent advice
on how to correct (and delete) erroneous posts on
social media platforms, including how to publicly acknowledge the error Bookmark not defined.
Who wants to ‘engage’ with their bank? Banks are boring, right?Error! and notify those
who have the rules of engagement ...................................................... Error! Bookmark not defined.
Setting shared it.

Dealing with anonymous comments

Asking users to register on the site – whether that’s using a social network ID or a separate
Contents
registration process - can reduce spam and abusive comments, and in some cases means
Contents
the news organisation could hand over details in Error! Bookmark not defined.
the event of a lawsuit. (It’s worth noting that
depending on the comment software used, an services companiesError! Bookmark not defined.
The opportunities for social media for financial
IP address the rules of engagement ...................................................... Error! Bookmark not defined.
Setting is usually logged with the hosting site,
even if there is no registration process.) Of course

this is not a foolproof system – as with any social
media accounts, it’s fairly simple to register false

information, but it does helps to reduce the

problem, although there is a genuine fear that it will reduce participation... The counter-

argument is, of course, whether this inhibits free speech, as explored in this article on Gigaom.

Also, linking comments to a person's real Facebook persona, for example, could be
potentially dangerous: as one of our Account Managers put it: "With so many clients, we go

out of our way to remove PI [personal information]- including real names. I don't want to be

tracked down on FB just because someone doesn't like my pro-West Ham remarks on the
FA.com. Abusive remarks hiding behind anonymity seem to me to be a lesser evil, and more

easily mitigated against."

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Table of Contents
TypeMajor news sites, including the New York Times, the Huffington Post and the Washington Post
decided not to allow anonymous comments after a review in 2010; the Sun Chronicle has
gone a step further, charging users a nominal one-off fee of 99 cents to register and
Typecomment. This is payable via credit card, which means users have to register their real name
and address.

Contents
The legal issues of user-generated content on news sites
Before opportunities forlegalities of socialfinancial services companiesError! Bookmark are defined.
The we get into the social media for media and newsrooms, I should say that we not not
legal experts. But we asked for over social media ............................. Error! Bookmark not defined.
Crisis and risk management advice from our legal partners in the US and the UK on the
legal issues facing news organisations in creating communities online, and their guidance is

below. Of course, news organisations should seek their own independent legal advice

Contents making decisions about the inclusion of user-generated content.
before

In the US, the law is clearer than in the UK in protecting news organisations from liability
following a user-generated comment on its site. Deborah Peckham, of Burns & Levinson LLP,
says:
“Under U.S. law it is clear that a news organization is not responsible for the potentially
defamatory content of third party comments posted online. Section 230 of the

eModeration: The Guide to Social Media Engagement for “No provider or user of an
Communications Decency Act (47 USC § 230 provides Financial Organisations
interactive computer service shall be treated as the publisher or speaker of any
information provided by another information content provider.” Accordingly, online
service providers, including news organizations that publish online, are treated merely
as “distributors” of online content and not publishers, for purposes of assigning liability.

“Furthermore, online news providers generally will not be accountable even if they edit
or remove comments, provided that the editing of content doesn’t materially change
the post or comment (for instance by adding a word or removing a word that results in
defamatory content).”

This principle applies to all social platforms. We asked if there was any difference in legal

liability for user-generated content between a platform such as Twitter and a publisher. As

Peckham says:

13


Table of Contents
“Under U.S. law there is no difference. The critical element is that the
publication/distribution of comments occurs online and that the comments are
Type chapter title by a third party that is not an employee of the news organization.
spoken/posted (level 1) 4
Under such circumstances, there is no liability to the news organization (or the
communications platform, e.g., Yahoo! Or Twitter!)”

Contents UK, this is a more complex issue. The EU Commerce Directive’s hosting exemption
In the

removes liability for certain sites from comments posted by users provided that the content
has not been previously seen by the ..................................................... Error! Bookmark not defined.
Being social in a regulated world publisher, but it isn’t completely clear to which sites that
exemption applies (we wrote a morebank? Banks are boring, right?Error! Bookmark notof
Who wants to ‘engage’ with their detailed post on this issue, here). On the subject defined.
defamation, Rachel Boothroyd, of WTS Legal in the UK, says:

"There is a major difference between hate comments and defamation. The first is an
unpleasant or negative expression of opinion. There is nothing unlawful about this
Contents
unless it strays into the realm of the obscenity laws. The second is unlawful and a
Contents via the courts on the basis that it is an untrue statement which would lower
recourse Error! Bookmark not defined.
that person in a regulated world ..................................................... Error! Bookmark not defined.
Being social in the eyes of the right-thinking public.
The let’s consider the social mediaissue. Display of defamatory comments beneathnot defined.
"So opportunities for defamation for financial services companiesError! Bookmark a
news and riskwould attract the same analysis as any potential liabilityBookmark not defined.
Crisis article management over social media ............................. Error! for defamation
issue online. The key question is whether the organisation is merely hosting the material

eModeration: The Guide from the exemption under the for Financial Organisations
and thus may benefit to Social Media Engagement E-Commerce Directive (subject to
notice and take down rules) or whether it is publishing the material in which case it
does not benefit from any exemption.“

However, no publisher wants their brand to be associated with bad material, and the risk of
being sued for defamation is not the only risk that they are running: by only reactively

moderating, they are potentially hosting illegal content in the form of obscenity, terrorism,

racial abuse, child endangerment... the list goes on.

14


Table of Contents
In the US, it is only changing the sense of a user’s post that could result in the publisher being
liable for that content. Peckham says:
“For instance, if the news organization changes the sentence “Mayor Dobbins is a
thief,” to “Mayor Dobbins is not a thief,” then the new organization may lose its
Contents
immunity from publisher liability for defamatory content under the Communications
Contents Act.”
Decency Error! Bookmark not defined.
News organisations in the US and the UK have no legal obligation to hand over users’ details.
As Peckham says of the US:

“Under U.S. law there is no requirement that service providers or publisher release
identities. Typically, aggrieved subjects of allegedly defamatory content will seek legal
Contentsredress in the form of a court order requiring disclosure. While the law is unsettled, most
courts that have heard such challenges require that the complaining party submit
adequate evidence to sustain a defamation claim before they will issue an order to a
publisher requiring disclosure. That said, Banks are boring, right?Error! Bookmark not defined.
Who wants to ‘engage’ with their bank?as a practical matter many service providers,
The opportunities for social media for financial use that purport to notify posters that
including news organizations will post terms of services companiesError! Bookmark not defined.
they and risk management over social or without a court order. Many simply not defined.
Crisis will (or will not) identify posters withmedia ............................. Error! Bookmark do not
want to be sued or appear in court and so will reserve the right to reveal the names of

eModeration:as toGuide to Social Media Engagement for Financial Organisations
authors so The avoid legal proceedings.”

Rachel Boothroyd says of the UK:

“In the UK, there is no legal right to access. In fact, it is arguable that under Data
Protection laws the news organisation would be in breach of its obligations if it gives
away personal information relating to a subscriber or otherwise a person submitting
comment. For these and other reasons, many news organisations and ISPs do not as a
matter of policy provide such details and a complainant must obtain a court order
compelling such disclosure.”

15


Table of Contents
TypeCreating engaging communities

Set the tone for each community. Different communities (and channels) require different
Typehandling. Meg Pickard, head of digital engagement at the UK’s Guardian newspaper, is
quoted in an article by Emma Heald on editorsweblog.org as saying Twitter is a more

Contents
"conversational medium" than Facebook, and has a "real immediate journalistic aim," while

Facebook is more about sharing content with friends. In the same article, Heald goes on to
say:
The opportunities for social media for financial servicesthe way the paper uses Twitter defined.
“Pickard made an interesting differentiation between companiesError! Bookmark not
and Facebook in terms of the type of content ............................. Error! Facebook, not defined.
Crisis and risk management over social media it posts to each. With Bookmark it is
necessary to remember that this is more social territory, Pickard said, and that the news
from media organisations will be mixed in with news from users' friends.”

Contents
Apply resource. Managing a community takes time and effort, both from moderators and
community managers and from the journalists who created the original content. In another

article bysocial inshe quotes the New York Times social media editor, Jennifer Preston, defined.
Being Heald, a regulated world ..................................................... Error! Bookmark not as
saying:opportunities for social media for financial services companiesError! Bookmark not defined.
The
“The journalists have to own the page. I warn them that it's like a puppy... you have to
be prepared to commit.”

Have conversations, don’t just broadcast information. The secret to a valuable community is

to listen as well as to feed information out into the community. Asking questions, listening to

users and ascertaining the mood of the community works as market research for media
organisations and can help them develop stories that their readers want.

16


Table of Contents
TypeStay involved. A journalist’s personal brand can support that of his or her media organisation,
and inspire loyalty, according to Brandmeajournalist.com. Although, of course, this also poses
a risk for the organisation – if a journalist leaves, his or her followers leave, too. Facebook has
Typea guide for journalists on how to set up their Facebook pages, including the following advice:

Contents“Ask questions, solicit feedback, and use the wisdom of the crowd. Pages enable you
to not only have a dialogue with your community around the content you're
producing, but also enlist them in the process for crowdsourcing.”
Here is a useful guide about the kind of posts that will are boring, right?Error! Bookmark not defined.
Who wants to ‘engage’ with their bank? Banks engage (including posting out of hours).
Dan Gillmor’srisk management over social example of Robert Niles:
Crisis and book, Mediactive, cites the media ............................. Error! Bookmark not defined.

“Robert Niles, who has created a number of online services including the award-
winning Theme Park Insider.com says that tomorrow’s journalists will need to be
Contents
community organizers—and that you’ll need to understand that the people who pay
Contents not just the audience, comprise one of the communities you’ll need tonot defined.
the bills, Error! Bookmark
Being social inserve. This is true for ..................................................... Error! Bookmark not defined.
organize and a regulated world a one-person effort or a larger one.”
“Know what you’re doing online,” Niles says.
“Embrace community organizing; create value
for a community… [and] you will find a
community that will value you.”

17


Table of Contents
The future for social news
Type chapter titleexcellent..................................................................................................................................................... 5
There’s an (level 2) article in The Economist which claims that news is going back to its
traditional roots before mass media: a time when it was spread through word of mouth in

coffee houses and taverns, via leaflets and newsletters. Those coffee house conversations are
Contents
now held on Facebook, and Twitter has replaced the pamphlet. But the basic human

behaviour – sharing information and views on current events – hasn’t changed. not defined.
Contents Error! Bookmark

While of course in a regulateddoesn’t cause revolutions, it plays a part in communicating
Being social social media world ..................................................... Error! Bookmark not defined.
those revolutions to the social media for financial services companiesError! Bookmark so defined.
The opportunities for outside world, faster than we have ever known (and in doing not
facilitates them, management over social media ............................. Error! Bookmark a mobile
Crisis and risk provides critical mass to nascent movements). A consumer with not defined.
phone is as likely to provide that front page story as a journalist in situ. The traditional news

model – one way communication of news – has shifted for good. But consumers are still

seeking out reliable news sources over these new channels, just as journalists are seeking out
Contents
reliable sources.
Managed properly, the engagement between news media and consumers could benefit
both sides immeasurably. with their bank? Banks are boring, right?Error! Bookmark not defined.
Who wants to ‘engage’


18


Table of Contents
TypeAbout title (level 3) .............................................................................................................................................. 3
chapter eModeration
eModeration Limited is an award-winning social media management agency. It works with
some of the world’s biggest brands (including BBC Worldwide, ITV, HSBC, MTV, Sony Mobile,
TypeESPN, Hyundai, Smirnoff, the LEGO Group, Sprint and The Economist) and agencies (including
Starcom MediaVest Group, Wieden + Kennedy, Ogilvy, Saatchi & Saatchi, DDB Worldwide,

Contents Porter + Bogusky and Publicis Groupe).
Crispin

Based in London UK, with offices in Los Angeles and New York, eModeration provides multi-
lingual moderation and community managementare boring, right?Error! and social media
Who wants to ‘engage’ with their bank? Banks services, consultancy Bookmark not defined.
crisis management of engagement ...................................................... Error! Bookmark not defined.
Setting the rules training to clients in the TV, entertainment and digital publishing industry
and blue chip clients hosting online communities.

Committed to ethical business practices and to the promotion of child online safety,
Contents
eModeration's CEO Tamara Littleton recently worked with the UK Government department
UKCCIS to produce its guidelines on how to moderate online environments for children.
eModeration contributes to the growth of knowledge in the social media world via its not defined.
The opportunities for social media for financial services companiesError! Bookmark white
papers, blogs and seminars, and has a strong roster of returning clients who appreciate the
high quality of its services.

Media and blogger contacts:

For eModeration: To speak to Tamara Littleton, CEO, eModeration, please contact: Kate

Hartley, Carrot Communications, Tel: 0203 178 5052 / email kate.hartley@carrotcomms.co.uk

19

A Guide to Managing Social Media for News Sites: eModeration White Paper

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A Guide to Managing Social Media for News Sites: eModeration White Paper