February 25 2007

Protecting brands from negative UGC

Companies investing in user-generated content (UGC) websites must consider how they will protect their brands from negative or inappropriate submissions from site users, according to a new white paper from UGC moderation company, eModeration.

The paper, Six Techniques for Safer User Generated Content Campaigns, (pdf) details techniques for creators of UGC sites to protect both their brand reputations and their users; while creating a site that is fun and engaging for users.

It makes recommendations on how companies should: create guidelines on acceptable consumer behaviour; filter content to avoid offensive, litigious and hijack-marketing submissions, and how to deal with these submissions; support moderation techniques with technology; enlist users to help with the moderation process; create visible moderation actions to discourage users from abusing the site; and develop usability test plans for moderation.

eModeration points out that contrary to traditional thinking, human moderation does not work best when hidden from view. This transparency is also essential on retail sites which are trying to build community through forums or trust and loyalty from product testimonials.

Luke Errington, of customer review publisher Reevoo.com, explains the benefits of adopting user-generated content to drive sales and provides a checklist for those launching a customer review programme in the next issue of Internet Retailing. Make sure you're signed up to receive it.

Emma Herrod