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Facebook Announces New Comment Moderation and Support Features, including Live Chat for Some Account Issues

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As part of its broader push to win over more creators, Facebook has today announced a new set of comment moderation and support tools to help creators maximize their use of its platform.

And also, a big one for regular users – a new live chat option for those locked out of their accounts.

Here’s what’s been announced.

For creators, managing your community engagement is a key element in maximizing response, and that can be derailed, or distracted by spam comments and the like. Which is why Facebook’s adding some new tools to help manage your post comments.

The main change is a new, simplified option to hide comments in-stream, which social media expert Matt Navarra spotted in testing recently.

Facebook hide comments

To be clear, business Pages on desktop have been able to hide comments for some time, but creator Pages have not, and the feature hasn’t been available till now in the new Pages experience (which is why it may have disappeared from your Page).

When you hide a comment, it’s then only visible to the commentor and their connections, while Page admins can view all hidden comments on any post by selecting ‘Hidden by this Page’ in the comments drop-down on any post.

Facebook’s also adding more blocking controls to ensure that you can block problematic users, along with any future accounts that they create, new keyword blocking options, including the capability to automatically hide comments with variations of words that use numbers, symbols, or different spellings, while it’s also testing new Moderation Assist for groups, which automatically moderates comments on your posts based on your criteria and terms (i.e. no comments with links/images, in addition to keywords).

On Facebook Live specifically, Facebook’s also adding additional profanity blocking tools, user suspension/banning controls and enhanced comment controls.

“We’re also about to kick off a test for Facebook Live community moderation so creators can designate a specific viewer to moderate comments on their behalf.”

Facebook Live comment moderation

But the real news of the day is likely the addition of live chat assistance for certain issues.

As explained by Facebook:

We’ve begun a small test to provide support through live chat for English-speaking creators in the United States who do not already have an assigned relationship manager from Meta to help with questions they might have about Facebook or Instagram. Creators can access a dedicated creator support site when logged in through Facebook. There, they can chat live with a support agent for help on various issues ranging from status of a pay-out to questions about a new feature like Reels.”

So creators get dedicated, in-person support – but what about regular users?

“On the Facebook App specifically, we’ve also started testing live chat help for some English-speaking users globally, including creators, who’ve been locked out of their accounts.”

Facebook live chat

It’s worth noting that this is only for users that have been locked out of their accounts, but this is one of the most common frustrations reported by Facebook users, with the inability to communicate with an actual person, or even send an email to a contact address, causing significant angst for those who feel that they’ve been unfairly locked out of its apps.

We’ll have to wait and see how effective this new process is, and whether it actually helps to resolve such issues (many people are legitimately locked out, even if they’re not entirely sure why), but it’s an interesting test, which could help Facebook address a major bugbear among users.

Finally, Facebook’s also piloting a new ‘Safety School’ initiative to help provide users with more info on how to manage the time they spend in its apps.

“In this pilot, we cover policies, resources, and specifically the tools available around account security, impersonation and bullying and harassment. So far, we’ve connected with creators in more than 27 countries around this material, and we will be expanding this program and resources to more creators in the next year.”

Digital literacy is a key gap in our current educational curriculum, and while many teachers and schools are seeking to fulfill this need, and the platforms themselves do have various initiatives in place, it remains a key need that needs more focus.

As such, it’s good to see Facebook looking to push the agenda itself, and hopefully, it can prompt more users to undertake such courses and info sessions.

As noted, these are the latest elements in Facebook’s broader push to win over creators, and get them posting to Facebook and Instagram more over the holiday period and beyond. The extension of that push is its effort to win back young users, mostly from TikTok, and if it can build a more equitable, beneficial and positive environment for creators, many of them may well consider their options, and could bring their audiences across to Facebook instead.

Maybe. There’s a lot to play out yet, but Facebook will be hoping that these new options spark more interest over the holiday break, while its enhanced monetization and reach could also prove to be a strong lure.

Socialmediatoday.com

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Social Responsibility And Ethics In Influencer Marketing

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Social Responsibility And Ethics In Influencer Marketing

Chief Growth Officer (CGO) at HypeFactory, a global influencer marketing agency.

It’s no secret that influencer marketing popularity has skyrocketed over the past couple of years, and partnering with influencers isn’t a new concept. Just over the past year, the industry was valued at $16.4 billion and still keeps growing, with a whopping revenue forecast of $143.10 billion in 2030.

Since the beginning of influencer marketing, people have talked about how influencers and social responsibility fit together. It stands to reason that influential people would use their large fan bases to help others. However, when influencers and businesses collaborate, they each have specific responsibilities to the communities in which they operate.

Sponsorship Transparency And Gender Stereotypes

One of the most critical skills for an influencer is honesty. Influencers base their marketing strategy on being genuine and sharing personal tales and thoughts with their target audience. They are not celebrities living in a bubble of fame that very few of their followers will ever reach; instead, they live lifestyles that are reachable and use items that their viewers would find helpful. This approach has significantly contributed to their immense level of success.

However, many influencers don’t play by the rules, especially when it comes to impressing brands they’ve made deals with, even though transparency is essential to the sustainability of an influencer’s career. Because of this, many people would think that the most important ethical issue in influencer marketing is sponsorship disclosure.

The United States Federal Trade Commission (FTC) and the Advertising Standards Authority (ASA) and the Competition and Markets Authority (CMA) in the United Kingdom have all put out rules about how influencers should be honest in their posts and about their relationships with brands. If you disobey the regulations, you risk facing penalties, fines and legal bills. You also risk losing the trust of your customers for good.

Moreover, when doing influencer marketing, it’s essential to consider gender stereotypes and how people usually think men and women will act in different situations. The Committee on Advertising Practice (CAP) has said that since June 2019, marketing materials could no longer show men and women in ways that are based on stereotypes. These rules state that ads “must not use gender stereotypes that are likely to hurt or offend a large number of people.” Great campaigns, like Nike’s “Dream Crazier,” have challenged gender preconceptions.

Improving Influencer Marketing’s Reliability And Authenticity

Authenticity is essential in influencer marketing. People listen to influencers who are honest and relatable. In addition to the moral problems I mentioned above, brands and influencers must also follow FTC rules, community guidelines and terms of service on social media platforms.

Based on my experience as a chief growth officer at a global influencer marketing agency, here are some things brands must consider for influencer partnerships that are authentic and reliable.

Outline—and stick to—the ethical principles that your brand stands for.

Before you can begin your search for the ideal influencers, you must first understand the core principles of representing your business. Most businesses start by determining their values and ethics early on. They then use these to build their brand identity. It’s up to each company’s brand to decide where they will draw the line and how they will show their core values on social media.

However, consumers place a high value on consistent honesty. Customers are likely to call out your company for being hypocritical if it says it wants to fight racism but then partners with an influencer who has a history of making small slights against people of color. Or if your company promotes equal pay yet pays female influencers less than it does male influencers, contributing to the continuation of the pay gap between male and female influencers.

As a result, you will likely lose the trust of these customers.

Collaborate with real influencers.

One of the most effective ways to stick to influencer marketing principles is by collaborating with real-life influencers. Choosing the right influencers is crucial for building consumer confidence in your product.

Determine which influencers are authentic and have credibility with your intended audience. Specifically, it would be best to look at how many people engage with their content and how good it is. Even though engagement numbers are essential, they only tell part of the story about an influencer’s reliability. Please pay close attention to their writing style, the brands they’ve worked with, the accuracy of their reviews, etc.

Develop a long-term partnership.

When you’ve found a group of genuine, influential people with whom you can collaborate successfully, it’s crucial to keep in touch with them over time. Even if they are paid to review a product, genuine influencers always give honest opinions. Because they follow all the rules, the spectator can have more faith in them.

Consequently, after a shortlist of influencers has been compiled, you should perform authenticity checks. Check their content feed for branded articles. Make sure that any disclaimers you find adhere to the first point’s disclosure guidelines. Consistently partnering with the same influencers demonstrates to customers that you value their brand’s success just as much as they do, which can increase consumer confidence in your business.

Slutsats

Authenticity serves as the cornerstone of the influencer marketing strategy. Influencers earn the trust of their followers and become successful when they always provide high-quality, authentic, relatable content.

In addition to the concerns over the morality of influencer marketing, brands and influencers must follow the criteria established by the FTC and the community guidelines and terms of service based on social media platforms. You can shield your brand from potential ethical and legal difficulties and still enjoy success with influencer marketing if you are aware of the expectations and follow certain best practices.


Forbes Agency Council is an invitation-only community for executives in successful public relations, media strategy, creative and advertising agencies. Do I qualify?


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Key Notes on Building Your Brand via Your Social Profile Visuals [Infographic]

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Key Notes on Building Your Brand via Your Social Profile Visuals [Infographic]

Looking to give your social profiles a visual refresh for the new year?

This could help – the team from Giraffe Social Media recently put together an overview of the whys and hows of building your brand via your social profile visuals.

There are some good notes here – a key consideration is consistency, which ensures that you’re building your brand with every post and update.

Check out the full infographic below.

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Publicis Performance Marketing Unit Acquires Influencer Platform Perlu 01/30/2023

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Publicis Performance Marketing Unit Acquires Influencer Platform Perlu 01/30/2023

Publicis Groupe-owned performance marketing agency CJ, which specializes in affiliate marketing, has acquired Perlu, a Syracuse, New York-based influencer networking and technology platform.
Perlu’s platform enables companies to activate, network, and collaborate with a community of influencers.   

Perlu will initially retain its name and organization as it is
integrated …



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