Social media moderators, community managers, whatever the job title – they’re on the frontline of customer communications. Making sure your brand speaks in a unified voice, all your customer inquiries get answered, and weekend crises are resolved.
But they’re humans, like all of us, and sometimes they need a break. Let’s talk about the right social media moderation tools that can help.
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Why is social media moderation important?
First of all, social media moderation is often underrated. Because, you know, community managers spend all of their work time on Facebook, right?
Well, not entirely. But before we delve into what a social media moderator does while they’re on Facebook (or Instagram and Twitter), let’s look at why exactly their job should be one of your brand’s priorities.
Social media moderation is not just “scrolling Facebook.” It’s also:
- Engaging in conversations with your audience
- Building relationships with your potential and existing customers
- Helping build consistent brand communication
- Increasing your brand reach and traffic to your website
- Encouraging customers to create user-generated content, one of the best ways to engage your audience
- Saving your brand reputation by reacting quickly to inappropriate content or angry customer complaints
- Playing a crucial part in your social media customer service and your overall customer experience
- Moving your customers through your sales funnel and often helping you actually sell your products and services.
This seems much more than just scrolling cat GIFs all day (and often, all day, every day, even while on vacation, I’ll add. Which brings me to the next point.)
What does a social media content moderator really do?
They do all of the above. But when we break it down into actual tasks, these will be, among others:
- Replying to comments from your customers – under your organic and sponsored content
- Replying to direct messages from people
- Deleting or hiding inappropriate content, competitors’ links, or abusive comments
- Keeping an eye on brand mentions on other social media profiles and reacting, if necessary
- Contacting the customer service team, product team, legal team, sales team – whoever can help answer a question that they themselves can’t
- Watching their mobile phones for notifications from their social media platform apps – usually not just during working hours, but late at night and on the weekends (and sometimes even on vacation)
- Which also means hardly ever putting their phone away
- Letting the team know when there’s a need for immediate reaction (a.k.a. a brand crisis on social media)
- And probably a lot more things you haven’t thought about.
And even though a lot of it sounds stressful (and certainly much more stressful than scrolling Facebook), it can also be very rewarding. But precisely because it can be stressful, and stress is usually not a great productivity booster (at least in the long run), a good social media moderation tool can go a long way (and make the job easier.)
And one of those tools is NapoleonCat’s Social Inbox.
How can you improve content moderation on social media?
Let’s take a look at this based on what you and your team can do to make social media moderation and community management easier and more productive. All while saving time and allowing your social media team to get some well-deserved time off.
Track and reply to all comments in one dashboard
Moderating social media without an external tool, especially if you’re in charge of multiple profiles on multiple social networks, can be a pain. (And that’s a euphemism.) You’re going to miss comments, or answer them late, work all the time and some more, and eventually, hate your job.
You don’t want to work a job you hate (or employ someone who hates their job AND has direct contact with your customer. Just think about it.)
Tools like the Social Inbox are there to prevent this from happening – or help you when you’re already there.
With the Inbox, you can:
- Have all comments from Facebook, Instagram, YouTube in one place, along with tweets and Twitter mentions, and direct messages from Facebook Messenger, Instagram, and Twitter. Oh, and Google reviews. In one place.
- Reply to them from the same dashboard, without going to each profile separately, and save yourself many hours in a week.
- Hide and delete comments whenever necessary.
- Also, see all the comments that appear under your Facebook and Instagram ads – that you wouldn’t usually get notified about through the social platforms themselves.
If you imagine a social media moderator’s typical day, this means they sit down at their desk, log in to the Social Inbox, and have a look at all that’s been happening on social since they checked out of work the day before.
It’s easier for them to prioritize work, see if there are emergencies they need to tend to first, get rid of troll comments and spam, and reply to all the questions and messages. And might be a great way to reduce that morning anxious feeling of “what is it this time,” all community managers probably know.
Save time managing hundreds of Google reviews
This is a big one if you run physical locations people can find and rate on Google Maps – like stores or restaurants. Google reviews are a great source of recommendations from satisfied customers but can also go very wrong if someone had an unpleasant experience (and someone eventually will.)
And studies show 97% of consumers who read reviews also read businesses’ responses to these reviews – whether these are positive or negative reviews.
A social media moderator’s job is also often moderating these reviews – and with multiple locations, this channel alone can consume hours of their time. Using the Social Inbox can reduce that time many times over. Like in the case of this company, which – with around 500 locations and 1000-1500 Google reviews a month – reduced time spent on moderation to just 1-1.5 hours, 3-4 times a week.