Some minor issues

As I mentioned before (you might want to read this post first) I’m answering 8 new marketing questions.

Question 1
“How far should I go in the dialogue with the users? Can I accept controversy on my website? What moderation level is acceptable?”

Read Philippe’s answer.

He asked Joseph Jaffe as well, who answered (no surprise): “you can never go far enough. This absolutely refers to genuine and authentic conversation, as opposed to inciting, provoking or forcing controversy and buzz”

It’s funny Philippe asked Jaffe, since I remember a session we helped organize for Pioneer where Jim Sterne and Joseph Jaffe were speaking. I asked both more or less this same question, and the response couldn’t be more different. Jim was absolutely holy about the image of your brand. In his mind you just couldn’t risk a direct open communication, without moderation. If your brand is damaged, it could be hard to recover.
Jaffe on the other hand told the same as he is telling now: you must be open. And if I’m correct he referred to credibility and so on. But he pleat for open communication without moderation.

I shared Jaffe’s opinion, and I was pleased to hear him say this. It proved some kind of point to me.

Today I still believe in openness, but I know you should be up for it, as a brand. If you don’t, your “open” campaign won’t work.

I think there are some good things to say about the question.

First, you have to believe in your products. If you don’t believe in them, your customers won’t either. If you believe in your product, you want to know what people are saying (especially the bad things) and you will respond. Your answers will be sincere.

Second, if you believe in your product, and your customers do as well, you can try to make them brand advocates. If you can convert your customers into brand advocates, they will do a lot of work for you, giving you extra time and money to figure out to keep them brand advocates. This is a relationship you need to invest in.
Why are brand advocated related to user dialogue? Because it might be a conversion method. And best of all, a strong fanbase is the best firewall you can wish for. If some skeptic attacks your brand, your brand advocates will jump on the bandwagon and defend you or your products. This is the most authentic and believable communication a brand can wish for.

So should you allow controversy? If you have some brand advocates it might not be a bad thing. But don’t start the controversy yourself. It’s not a test to see how loyal your users are, is it
You have to think about this. Where do you want the controversy to happen. On your site? Or all over the world on numerous blogs out of your control. If people want to say bad things about you, and they do on your own platform, at least you got the possibility to respond proper.

This brings us to the next tip: respond as fast as possible. In a dialogue you have to talk as well. If you decide to moderate, do it fast, so people won’t blame you censorship (you don’t want that to happen). If you respond fast, in answer or moderation, you can actively steer the discussion. If you don’t, it’s out of your hands.

Perhaps the best moderation rule is: try to keep it on topic. This rule allows you to delete abusive language for example, which is my mind never on topic. It might be a good idea to let the audience know what you are deleting, and why.

So back to the start, why would you risk your image? Because it can make your brand more credible. If you open communication, you let the audience know you believe in your brand.

Everybody is figuring out rules, so it seems very hard to do it right. But it isn’t. In fact it’s the easiest thing you can do. But you have to believe, think and be authentic. That’s it.