WHITE PAPER

Table of Contents

I I II III IV V VI VII VIII IX

Preface Page 2 Introduction Page 3 React and Respond to Complaints Page 4 Spread Positivity Page 6 Answer Requests for Information Page 8 Give Guidance and Advice Page 9 Temper Frustration from Technical Issues Page 10 Manage Threads of Conversation Page 12 Keep Offensive Users at Bay with Moderation Page 14 Conclusion Page 15

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Preface
As of August 15, 2011, Facebook will no longer allow brand Pages to turn off a user's ability to comment and 'like' a brand's Wall Post. Many brands have this setting in place in order to guarantee that only brand-created content appears on their Walls. These Facebook policy changes will make it incredibly important for brands to implement an effective publishing and moderation strategy to ensure that user-generated content complies with their corporate legal policies. In this white paper, well address seven tactics that brands can use to help to respond to Comments on their Walls in an efficient and constructive manner.

Learn how to:

REACT AND RESPOND TO COMPLAINTS: Its important for brands to learn to work within the constraints of their overall response policies while maintaining a level of flexibility that will allow them to respond to each complaint with a personal answer. SPREAD POSITIVITY: Positive Posts and Comments from users dont just live on a brands Wall they are dispersed to the News Feeds of each users friends. This provides a chance to expand the reach of a brands audience, as well as an excellent opportunity to show Facebook users around the world that the brand is committed to engaging in two-way conversations with their consumers. ANSWER REQUESTS FOR INFORMATION: When a person asks a question that only someone from the brand can answer, its important to respond with a quick and accurate answer. GIVE GUIDANCE AND ADVICE: Providing simple tidbits of information is not always enough to satisfy a frustrated or confused customer. When people have no place left to turn for guidance and advice, they increasingly turn to the brands Facebook Wall. As Facebooks user base continues to grow, brand managers are likely to find themselves in an all-purpose position of customer service representative and counselor. TEMPER FRUSTRATION FROM TECHNICAL ISSUES: When all other methods of contact have failed, save the day by using Facebook to provide the necessary information to help consumers solve their problems. MANAGE THREADS OF CONVERSATION: Nip potentially negative conversation threads in the bud before users have the chance to turn a simple complaint into an argument with twenty passionate participants. Brands should reward their fan police (those users who go out of their way to maintain a positive atmosphere) by responding to their Posts with gracious and complimentary Comments. KEEP OFFENSIVE USERS AT BAY WITH MODERATION: Brands should set ground rules for their Facebook communities. Setting users expectations by implementing a code of conduct is key to stopping negative behavior before it starts.

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Introduction
Social media has exploded and Facebook is at the center of it all. With over 500 million users, Facebook can be the ultimate communication platform for brands. With so many users, maintaining a positive image on Facebook can be tricky. Social media gives consumers a voice, but sometimes that voice isnt positive. If the overall goal of having a presence on Facebook is to get users talking about your brand, then the question is, How do you keep these conversations under control? Maintaining a positive presence on Facebook can be challenging. How do you manage and maintain the Wall, making it safe for users of all ages and backgrounds? How do you respond to negative customer feedback in a way that doesnt alienate current and future consumers? While you cannot control what people are saying, you can take several proactive steps to ensure that conversations and Comments are beneficial to the overall community. Its a social world and your business is living in it. Read on to discover a wealth of advice that will become your playbook to publishing and moderating content on Facebook.

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React and Respond to Complaints

One of the most frequently asked questions in social media is, How should we respond to publicly visible consumer complaints? There are a few factors to take into consideration when developing a response strategy. First, you should develop a social media response policy that is both flexible and true to your brands identity. In many cases, the formal response policies maintained by brands legal departments are not flexible enough to deal with user Posts and Comments on Facebook Walls and News Feeds. Your brand should put a standardized policy in place that dictates appropriate responses to complaints while maintaining a level of flexibility that allows your brand to respond to a complaint with a personal reply. A generic response to complaints will not work and can frequently transform a one-time complainer into a repeat offender. Consumers who choose to publicly vent their feelings are on a slippery slope of frustration and anger. The wrong response can push them over the precipice from a brand advocate with an issue, to a brand detractor with a grudge. Second, your response strategy should be specific to your industry. If your brand receives complaints on a daily or frequent basis, it may be nearly impossible to react to every complaint with a response that an unsatisfied consumer would consider helpful. Your response strategy should funnel these malcontents into a more personal customer service interaction, either by phone or direct email. The last thing you want is for a complaint to turn into a volatile thread of back-and-forth Posts between your brand, the initial complainant and additional users with strong opinions. Most important, the worst mistake you can make in your response strategy is to selectively pick and choose which Posts you address. If you respond to one complainant, you need to respond to all. Many brands take the easy road (especially when they have a massive fan base that frequently posts on the Facebook Wall) by only responding to the Posts that will generate the least controversy. While its important to be diplomatic in all of your interactions, you should never take a we wont dignify that with a response attitude to managing user Posts on the Facebook Wall. Remember, managing user-generated content on the Facebook Wall is a full-time job. If your guard is down for as little as 24 hours, you might end up with an unmanageable queue of messages requiring a response. POINTERS: Provide a call-out message in your responses that will reassure angry users that your brand is committed to exceptional customer service. In addition, be sure to include direct contact information so that users have the option to follow up on their complaints.

Examples from Facebook:

This is the worst Insurance company that anyone can deal with, they don't want to live up to there advertisements. They just keep delaying paying a claim that should have been paid a long time ago without any questions.
3 hours ago

Kathy, we would be happy to follow-up with you. Please send your contact info to facebook@geico.com.
About an hour ago

GEICO responded to the complaint in a timely and personal manner, which included contact information for follow up.

GEICO
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React and Respond to Complaints

(Continued)
my recommendations are getting more bizarre... almost wondering if someone is hacking into my account. 1) big man work shoes 2) roller skates?? 3) toddler shoes. I have never ordered for a man working in construction, i have no interest in roller skating and i dont have a child. my recommendations used to make sense... what happened?
23 hours ago

Were so sorry for the recommendations Ann! We are making some changes to our recommendation engine and you may see some wierd results while we are working on it. But, now you know we have rollerskates! Hope you have a great week Ann and thanks for letting us know!
20 hours ago

A Zappos.com customer service representative responded to the Post using the complainants name. The explanation was humble and apologetic as it resolved the problem and even made light of the situation.

ZAPPOS.COM

My refund was supposed to be in my account today (April 29) and they are not there. Is there a reason this has happened?
April 29 at 10:20pm

Hi Wendi, Once your tax return is processed by TurboTax, the IRS is the definitive resource on tracking where your refund is. Check out this site to track it's progress: http://www.irs.gov/individuals/ artcile/0,,id=96596,00.html.
May 3 at 2:55pm

Turbo Tax provided a personal response that included guidance in the form of a direct link to the information the complainant needed to resolve the issue.

TURBO TAX

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Spread Positivity
Acknowledging positive Posts is just as important as responding to negative Posts on your Facebook Wall. When Facebook users like your Page, they are not only opting to receive communications from your brand in the Facebook News Feed, but they are stating to the Facebook community at large, I am an advocate for Brand X. Positive Posts and Comments from users dont just live on your Wall they are dispersed to the News Feeds of each users friends. This is a chance to expand the reach of your audience, as well as an excellent opportunity to show Facebook users around the world that you are committed to engaging in a two-way conversation with people. Each time you comment on a positive Post, that Comment makes its way to the News Feed. So, if a user is giving you props, make sure you react and respond with a positive message of your own. Facebook users are buying your products and utilizing your services. If theyre happy and they want your brand to know about it, let them know youre listening. It will only serve to reinforce their positive feelings and increase the chance that they will go to bat for your brand in the future. POINTERS: Be sure to acknowledge positive Posts in a timely manner in order to keep the branded conversation fresh in users minds and to encourage an ongoing conversation that reflects your overall brand message.

Examples from Facebook:

Brooks Brothers provided a personal response that reinforced positive feelings about the brand and provided the customer with the nearest store location. In addition, the brand representative included the use of the formal Miss, highlighting the brands sophisticated image.

I so love your clothes! I'm glad I found you in Virginia Beach this past April, clothes feel like butter! love it, gonna do some damage on-line this Monday :) sincerely Charolette Doe :)
June 16 at 6:58am

We're delighted you're delighted, Miss Doe. Welcome to Brooks.

June 16 at 7:25am

Thank you Kindly, I live in Manahawkin New Jersey, wish a store was nearby :/
June 16 at 7:26am

Wouldn't it be lovely if we had a store on the shore? You have to plan a special trip to see the flagship in Manhattan at 346 Madison Avenue someday. We promise it'll be worth it.
June 16 at 8:12am

BROOKS BROTHERS
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Spread Positivity
(Continued)
Any hopes of a Crate & Barrel in the Birmingham, AL area? Shopped at the Lenox Square Mall store in Atlanta this past weekend. We really need one here. Pleeeaase.
22 hours ago

A Crate and Barrel customer service representative recognized the customers request in a friendly manner.

Thanks for your suggestion! We'll share your feedback with the team and keep you in mind if we come to Birmingham!
16 hours ago

CRATE & BARREL

Used to have an old Tivo; would like to buy the new one again. I have cable Internet and TV but no home phone service. Will it work for me? The DVR from the cable company (Comcast) is awful. I miss little dancing TiVo!!!
8 hours ago

Hi Amelia, Yes. If you have cable and Internet TiVo Premiere will work for you. No need to have a land line anymore. You will need to notify your cable company that you have purchased TiVo and they can remove your current box and give you a cable card for your TiVo. More info can be found on tivo.com as well :)
6 hours ago

The TiVo representative provided the user with valuable information, while maintaining a positive brand image by not putting down the competing brand mentioned in the Post.

TIVO

Hi Michaels Store, I mentioned you in my blog. Check it out; www.norwegianstitch.blogspot.com :o)

Saturday at 11:23am

Hope you liked your stay in New York. Come back and see us soon.
Saturday at 12:30pm

Michaels Stores welcomes suggestions, photos, tips and links from users, which creates a feeling of community involvement for fans.

MICHAELS STORES

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Answer Requests for Information

Brands should respond to user questions on the Wall with speed and accuracy. A brand-directed question from a user on the Facebook Wall can receive a high volume of responses from other users in a short amount of time. To ensure that users receive accurate and positive answers to their questions, it is important that the brand answers the questions quickly. In addition, fast responses to the questions may stop any inaccurate or negative responses from other users. Inaccurate information can rapidly spread across the Facebook News Feed, especially if it pertains to highly sought-after information, such as an anticipated product release. The only way to curtail the negativity that could result from inaccurate information is to be proactive rather than reactive. (Imagine dealing with thousands of angry fans that read a user Post containing false information about a release date or sale?) Remember that your fans are looking to you as a trusted source of information so give them the facts that they are seeking. Ultimately, your goal should be to make your Facebook fans feel like insiders because you are providing them with the value-added bonus of prioritized access to information about your brand. POINTERS: Provide content in your responses that will expand on the information that the user is seeking. Share links and other contact information that will help all customers.

Examples from Facebook:

I just installed the daisy lamp in the nursery and found only 3 of the 4 light sockets work. I have the packing slip but it is over 30 days old. What are my options?
Yesterday at 12:45am

Hi Michele, Please reach out to our Customer Service team who will be able to help you. You can reach them at customerservice@ landofnod.com or 800.933.9904. Thanks!
Yesterday at 2:34pm

The Land of Nod provided a response to a Post that had the potential to generate a negative Comment thread, however the brands timely answer with a wealth of helpful information assisted the user and avoided negative Comments.

LAND OF NOD
A Rent-A-Car representative responded quickly by introducing herself and providing accurate and valuable information that the user may not have known otherwise.

Do you still offer the Weekend Specials? I often grab a rental car of Friday afternoon from your Palatka, Florida locations and return it on Monday morning. In the past it was $9.99/day but now they're about $19.99/day. Did you discontinue that deal?
Monday at 11:59am

Hi Lee, the Weekend Special rates are not currently available due to it being the busy summer travel season. However, our best rates are available when booking at www.enterprise.com (Elizabeth)
Monday at 12:16pm

ENTERPRISE RENT-A-CAR
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Give Guidance and Advice

Sometimes providing simple tidbits of information is not enough to satisfy a frustrated or confused customer. When people have no place left to turn for guidance and advice, they may head to your Facebook Wall. As Facebooks user base continues to grow, brand managers are likely to find themselves in an all-purpose role of customer service representative and counselor. While the task of maintaining a Facebook presence may seem daunting, communication through Facebook may lead to stronger, more personal brand-consumer relationships, which is good news for both brands and consumers. If your customers and prospects are reaching out for guidance and advice, make sure that your brand is protected legally. Be sure to respond to each request for guidance with an answer that proactively protects your brand from litigation, while also providing users with responses that they will find valuable and actionable. If there is any question in your mind about how to respond, contact the user directly. This will limit your exposure to people with ulterior motives who are just waiting to jump on a thread that will allow them to vent their negativity to the community at large.

Examples from Facebook:

How do you recieve free movie rentals
13 hours ago

Hi Angie, for starters be sure to sign up for the Redbox Text Club: http://www.redbox.com/textclub to get rental codes texted to you the first Monday of every month. You can also set your redbox.com account to get e-mail and text updates on new redbox promotions.
9 hours ago

Redbox provided a speedy personal response and offered a direct link with the guidance and advice that the user needed. In addition, the brand provided insight to help the user learn more about special promotions.

REDBOX
Do any of those Bottle Orange Glass Vases exist in any of your stores since selling out online?
June 17 at 10:52am

Hi Calle. Yes! We have a few left in our warehouse or many of the stores have stock available (link to phone numbers below). Thanks and good luck! Bottle Orange Glass Vase SKU 138-595 -Order from our warehouse (limited quantity) 800.606.6252 -Link to store phone numbers - http://bit.ly/IrU5b
June 17 at 12:05pm

CB2 reached out to provide advice to the user who shared her frustration about her inability to find a product that she loves. The reassuring and complimentary tone mixed with a wealth of information prompted the user to respond with a positive Comment about her experience with the brand.

very helpful! I found one at the warehouse. A cb2.com online rep said you didn't have any more, so I am glad that is not the case!
June 17 at 12:30pm

CB2
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Temper Frustration from Technical Issues

Lets face it, technology can be frustrating. Oftentimes that frustration is multiplied when people looking for a quick solution to a problem are put on hold or have to wait for a return email from customer service representatives. Consumers might head to a brands Facebook Page to express anger, which gives the brand an opportunity to provide help or, at the very least, reassurance. But what happens when you cant provide an immediate answer or the problem requires an in-person consultation? You still have an opportunity to save the day by giving people the necessary amount of information to solve the problem themselves. For example, if a consumer spills a drink on his cell phone, theres not an online/phone customer service representative on the planet who will be able to offer solace. However, if the user posts on the phone manufactures Wall asking for help, a Facebook-savvy brand can have the perfect response queued up. The response should contain all of the information needed to get the phone fixed, as well as a few words of reassurance that all is not lost. POINTERS: Be sure to provide guidance that is personal and specific to the consumers issue. This way, users will know that your brands Facebook Wall is a great place to come to for accurate customer service.

Examples from Facebook:

My TV's lamp keeps burning out. Is this normal? We have replaced it like 4 times now and have had it for only 3 years?!
June 17 at 4:22pm

Hi Chrissy. We're sorry to hear about your TV. Please use our Support tab to the left. This will allow you to submit personal information so we can look into your issue and contact you by email. Please be sure to include the full model code and serial number of your TV which can be found on the back of the TV. Also include any transaction number you have if you've contacted Samsung previously. Thank you!
June 17 at 5:18pm

Samsung provided the user with instructions about how to effectively reach out to their support team. This timely and informative response prompted the user to reply to the customer service representative expressing her gratitude.

Thanks TONS! :)
June 18 at 8:29am

SAMSUNG

Can't print it off keeps printing save $1 thats it... =(

May 21 at 2:49pm

Hello Janine, if you have problem printing a coupon please go to bgfoods.com and give feedback, and we will send you a coupon by mail!
May 23 at 8:39am

Cream of Wheat provided a response to a user who was having trouble viewing a coupon shed tried to print. To remedy the issue, the brand promised to send a coupon in the mail.

CREAM OF WHEAT

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Temper Frustration from Technical Issues

(Continued)

Why is my Android App now saying to me that my 'free trial' will expire in 14 days? I downloaded the App about 6 weeks ago when it was free. Why am i now going to have to pay for it?
June 9 at 1:44pm

Thomas, we just posted an update in the Adroid market that addresses this issue. If you used Twonky Mobile prior to May 20, 2011, this update will fix any issues with being placed into trial mode. If you uninstalled the app or modified your SD card before installing this update, you may still be placed into trial mode. Thanks!
June 9 at 5:55pm

Twonky provided a personal and timely response explaining the issue and why it could apply to this specific problem.

TWONKY

I cant even get on the metro website

June 14 at 3:39pm

Hi Miranda - We're aware the website is down and our team is working to resolve ASAP. We apologize for any inconvenience this has caused. We will let you know once the web site is back online.
June 14 at 3:52pm

Not only did MetroPCS address a technical difficulty, but also as promised, the brand followed up their response with a Comment to let the user know that the issue had been fixed.

Great news! The website outage has been resolved. Thanks again for your patience as we worked to fix.
June 14 at 4:52pm

METROPCS

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Manage Threads of Conversation

In a perfect world, your Facebook Page would be a community of brand advocates who share an affinity for your brand. Online communities thrive as a result of the frequent conversations between like-minded people who answer each others questions and support each others opinions. Obviously, theres no way to completely prohibit negativity on your Wall and as long as the negativity is not destructive or hateful, you shouldnt have a problem with users contributing their honest feelings to a conversation. Threads of conversation can be a hotbed of negativity because many Facebook users dont have qualms about spreading hate with strangers or brands. Threads can often start as a small, controllable fire, but can quickly expand into a firestorm of profanity and negative sentiment. So, how do you stop a potentially dangerous thread before it starts to spread and gain negative momentum? Its easy to say that constant vigilance will do the trick, but most brands dont have the resources or staff to police their Facebook Walls around the clock. The secret is to nip things in the bud before users have a chance to turn a simple complaint into an argument with twenty passionate participants.

Example from Facebook:

StraightTalk Wireless responded to a conversation thread and kept the discussion going with an intrigued user.

I was thinking about getting a straight talk phone. I'm just curious about how do you tell what phone goes off what tower. At&t does not work in my area. Verizon does, can you please tell me how to tell if the phone goes off Verizon towers.
57 minutes ago

It will have a 'C' at the end of the model #. For instance, R451C works off Verizon. 'G' works off AT&T and T-Mobile towers.
55 minutes ago

Thank you Carrie :D what if its a "lg" phone with a C in the #s

50 minutes ago

Donald: Phone models that end in "C" runs off Verizon network. Hope this helps. Thanks!
36 minutes ago

thank u
33 minutes ago

Donald: You're welcome. Have a nice day!

29 minutes ago

STRAIGHTALK
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Manage Threads of Conversation

(Continued)
Make sure youre rewarding your fan police by responding to their Posts with gracious and complimentary Comments. This will only add more soldiers to your army. Next, address negative Posts that are not inflammatory or derogatory with Comments that are sympathetic and personal. Finally, as an admin of your Page, you have the right to delete any Comments that you deem offensive or destructive. Go for it theres nothing wrong with protecting your brand image. As a last resort, you have the option of blocking a repeating offensive user. Once blocked, the user will lose his ability to comment on your Wall, effectively erasing any future fallout from his no-good ways. POINTERS: Be sure that your response represents your overall brand message. Its important to come across as though the answer you provided was discussed and approved by your brand team.

Example from Facebook:

What is the expected response time on a complaint post cruise? We had an issue on Oceana on 30th April and we are still waiting for a response from P and O despite having an email to say you had received it.
June 16 at 11:24am

What was the complaint about?

June 16 at 2:19pm

We had no flushing toilet for 15 hours and they drained all the pools for 5 days which was very frustrating when travelling with a young family. Just disapointed that we emailed a month ago and still no response.
June 16 at 2:28pm

Perhaps call them or look on there website for complaint procedure?

June 16 at 3:02pm

P&O Cruises avoided negative Comments from additional users, by providing a timely response to two users discussion that included direct contact information for the brand.

Steph, please pass on your complaint to us at community@pocruises.com so we can follow this up for you.
June 17 at 4:58am

P&O CRUISES

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Keep Offensive Users at Bay with Moderation

While you may or may not use a moderation tool or software, you can still implement successful tactics to ensure that your Facebook Wall and the News Feed show the positive side of your brand. The first step in a successful moderation strategy involves setting ground rules for your community. Setting your users expectations for a code of conduct will let them know what kind of content is encouraged and what kind of content is unacceptable. Its important to give the rules and regulations visibility within your Facebook Page environment. Deploying a simple description of your community goals within the left rail, beneath your Profile photo, will ensure that your guidelines are surfaced no matter where on the Page your users are interacting. The next step in a successful moderation strategy is vigilance. Its nearly impossible to keep a round-the-clock watch on your Page. However, if you do things right, you might preemptively cut off many negative Posts before they happen. You need to commit to a moderation by communication strategy. If a negative Nelly sees that you respond to every negative Comment that is surfaced on the Wall, she might think twice about leaving a defamatory message. Dont forget that Internet users feel empowered by the seeming anonymity of discussion threads, as well as the impression that they can vent their feelings without generating conflict. Lead by example and show your users that you are committed to building a safe community that thrives on positivity. Last but not least, get by with a little help from your friends. In this case, your friends are the members of your community. Every Facebook user has the ability to flag and report Posts (made by either a user or a brand). Empower your fan base to be the police squad of your Page and theyll start to do your moderating for you. When submitting a report, users have the ability to flag a Post as spam, hate speech, violence or sexually explicit content. These reports go directly to Facebooks security team. If an offensive user repeatedly leaves defamatory Posts on your Wall and enough of your community members report the activity, theres a good chance that the offenders Facebook account will be disabled. Let your fans know that you are looking to them to help keep the community safe.

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Conclusion
Now that your Facebook house is in order and your brand is satisfied with the overall direction and day-to-day activity on your Page, whats next? Taken individually, the tips and pointers included within this white paper are valuable tools that will help brands maintain a healthy string of interactions on their Facebook Pages. However, in order for the knowledge contained herein to truly be effective, its important to take a step back and look at things from a higher level. This document is titled, The Definitive Guide to Facebook Publishing and Moderation. Its a pretty lofty title, but its fitting. The number one thing that you should take away from this paper is: you can no longer look at each piece of user-generated content in a piecemeal fashion. One Comment can spur hundreds more and they are single pieces of an integrated puzzle that make up your Facebook Wall. Set a rock-solid strategy for communicating and responding to your fans. Use each pointer included within this white paper as a mini-battle plan in a much larger war. If you have a communication and response plan in place, you wont be scrambling to respond to any user-generated messaging no matter how large the crisis. Remember, moderation is equal parts vigilance, diligence and prudence.

Any comments?

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