Comment moderation is managing the discussion beneath company content. Two extremes are equally harmful: deleting any criticism, which triggers even greater dissatisfaction and spreads further, and complete inaction, under which the discussion degenerates and puts others off. The solution is discussion rules published in advance and their consistent application: profanity, personal attacks, spam, competitor advertising and content that breaches the law are removed, not inconvenient questions. Factual criticism is answered publicly and quickly, with the resolution moved to a private message. Prepare answers to recurring topics in advance, determine who is allowed to reply and in what tone, and set up automatic hiding of selected words. For campaigns with wider reach, expect a higher load.
See also: Online review management, Corporate crisis communication, Social listening.
