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December 10, 2021

How Your Company Can Control the Narrative Surrounding Its Brand

In the 21st century, it’s almost impossible to run a business without some sort of online presence. It’s also not uncommon for companies to make use of internal communication systems. If your company has a website or employee communication system, it’s a good idea to implement a content moderation policy. Doing so can help to ensure that your brand is seen in a positive light by customers, employees, and others who may interact with it.

Your Moderation Policy Should Be Applied Consistently

People will generally come to respect any video, text or image moderation rules that you put in place as long as they apply to everyone equally. For instance, if you stipulate that no political content is allowed on an employee forum, make sure that anything that could be deemed as supporting a political view is deleted immediately.

Otherwise, you could face charges of bias from workers, which could lead to a drop in morale. If such content is posted to your website, it should be removed immediately to ensure that your brand’s values are being actively upheld. Otherwise, you may face backlash from the portion of your target market that feels attacked or unfairly treated.

Don’t Be Afraid to Take Action Against Repeat Offenders

The majority of those who interact with your company’s digital properties will do their best to abide by the rules. However, there will inevitably be some people who feel as if those rules don’t apply to them. Ideally, you’ll ban anyone who acts in an insulting or threatening manner towards others. Doing so will show everyone that your policies are important to you and that they need to be respected regardless of what a user thinks of them.

You Should Allow a Certain Amount of Criticism

It’s tempting to get rid of employee posts, customer comments, or other content that might be critical of your brand. However, as long as the content doesn’t violate your moderation policies, it should be allowed to remain visible to others. As a general rule, people don’t expect a company to be perfect, and in many cases, individuals tend to be wary of companies that don’t make at least some negative feedback available for the public to see.

Instead of removing an unflattering post, it may be better to leave a response that adds context to the situation or shows that the company has taken steps to rectify the issue. Assuming that you have taken care of the problem addressed in the post, you shouldn’t experience much of a hit to your brand’s reputation. In fact, it may actually improve your company’s reputation in the eyes of those who see the post.

As a company, it’s critical to exercise some level of control over what is put out to employees, customers, and others. Therefore, you should create a content moderation policy that ensures that everyone can interact with your company in a safe and inclusive manner. Furthermore, it’s a good idea to regularly review that policy to ensure that it always meets those objectives.

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