Social network marketing company LiveWorld, has introduced a high-speed moderation tool for brands' Facebook Walls and WebProNews spoke to Peter Friedman, Chairman and CEO of LiveWorld about the new tool.
Friedman said the moderation tool was created in direct response to requests from its Fortune 500 brand clients. "We provide both advanced power moderation tools and the actual moderators for our clients branded online community sites," said Friedman.
"As our clients have started to grow their presence on Facebook we want to provide positive environments and good experiences for their customers. We already have been moderating Facebook pages for our clients and now are bringing our advanced power moderation tools to the solution as well."
Using LiveWorld's proprietary tools, its moderators review, approve, delete, escalate and track Facebook Wall comments at a faster rate than Facebook's native administration tool. In addition, the new tools automatically find the most recent post, even if it's buried several pages down on a Wall.
When asked if LiveWorld would offer these tools on other sites Friedman said," we already moderate any user content site that our clients want us to, including Twitter, You Tube, user content sites built by their digital agencies and such sites that we build on our LiveWorld platforms."
When asked if he thought brand reputation management will continue to become increasingly complex, Friedman said it was a two-part answer. "Yes in that as customers flow about the widening social web, constantly reforming their connections and relationships, successful brands will be the ones that embrace and become part of that flow."
"'No' in that it's really just basic relationship marketing applied in a new context. Many marketers are thrown by the jargon, and the complexity of some many different channels and platforms. As brands learn to step back and look at the whole, recognize this is about creating consistent, persistent brand engagement across the social media landscape, not unlike how it has been done in traditional media, the problem becomes simpler."
Friedman said moderation is not just about managing and policing content. "It's also about pro-actively engaging with your customers to set the story, tone and context of a community venue."
"We call that part of our services Social Engagement Moderation. It provides brands an opportunity to create extra value for their customers and bring forward their brand culture."