Press Release: UGC Whitepaper released::
London, 22 February 2007 - 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, 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.
It has been published jointly by: eModeration’s CEO, Tamara Littleton, a respected pioneer and authority on UGC moderation, who was a member of the Home Office Sub-Committee that advised the UK government on moderation of communities to help safeguard children; and UGC strategist, Jake McKee, CEO of Big in Japan.
The full white paper can be accessed at: http://www.emoderation.com/news/Six_techniques_for_safer_ugc.pdf.
Summarised, the paper covers the following techniques:
1. Craft your guidelines – create ‘community guidelines’ rather than ‘terms and conditions’; these are much less intimidating to users. Use accessible language so that users will understand the rules of the site – the clearer the guidelines, the more likely users will abide by them.
2. Build automated filters – the first line of defence against offensive, litigious, illegal or hijack-marketing content should be a smart filter. Filters should not replace human intervention - they will never understand slang trends or cultural sensitivities, for example - but they will get rid of the more obviously ‘bad’ content.
3. Embrace your technology – use some basic mathematics and logic-informed algorithms to build tools that human moderators can use to review content. For example, keep an eye out for a single user that is making numerous submissions within a given time frame. Look at a user’s site history – how many times have they been in agreement or dispute with the moderator? Is there a particular piece of content that is driving significant volumes of traffic – and is it for the right reason? Is it because of undesirable content?
4. Enlist your users – most site users want a positive experience. Given the opportunity, many of them will help to protect the safety and quality of a project. Enlisting users can not only help moderators, but can engage users in the site itself.
5. Make moderation actions visible – contrary to traditional thinking, human moderation does not work best when hidden from view. In fact, hiding moderation techniques can give an implicit invitation to a user to try to abuse or get round the system. If these controls are visible and clearly laid out, it can discourage people to post bad content. Moderators have a job not just to remove content, but also to work with the community to educate users as to what is and isn’t acceptable. Some users make honest mistakes, so should be allowed to make amends and resubmit content.
6. Moderation tools need love too – test the usability of the moderation tools, alongside site testing. You don’t want to find that you’ve created a site that’s difficult to moderate once the site has gone live. Smart interface design can significantly reduce moderation time (and cost). Consider moderation within the design of the site.
For more information, visit www.emoderation.com.
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About eModeration:
eModeration is an international, specialist user generated content (UGC) moderation company. It provides a comprehensive moderation service to protect brands and sponsors; and also site users, whatever their age and location. The company edits or removes inappropriate content generated by users, such as racism, incitement to hatred, pornography, breach of copyright (including music rights), or potentially libellous material. eModeration’s service helps companies to comply with UK guidelines and US state and federal law, avoiding legal and moral issues arising from unmonitored, illegal content appearing on an online community or user generated space.
The company is headed by CEO, Tamara Littleton, a respected pioneer and authority on UGC moderation. Tamara has an established background in editorial quality control, fault escalation and process management gained from previous work as Product Delivery Director for Chello Broadband, Online Operations Manager for BBC Online and a history in consultancy and publishing. She is a member of the Home Office Sub-Committee, advising the British Government on moderation of communities to help safeguard children. She is also the Chair of e-Mint, the online community for community professionals, and an affiliate member of the International Watch Foundation.
Further press information:
Malini Majithia / Kate Hartley
Carrot Communications
Tel: 020 7386 4860