In a video released on January 7, Mark Zuckerberg announced Meta will reduce content moderation and adopt a community notes style approach. Citing censorship, political bias of fact-checkers, and the incoming US presidential administration, Meta’s CEO is loosening their grip on content moderation, leaving it to community members to arbitrate themselves. What that means is now is a good time to evaluate the practices and effectiveness of your social listening and online risk detection programs.
The New Approach and Implications to Brands
Civic and Political Content. For over four years, Meta has deprioritized civic and political content on user pages to create a less divisive experience. Zuckerberg’s announcement represents a pivot to that approach, as this content will no longer be suppressed. Brand teams must brace for this shift and manage the potential fallout.
Controversial Discourse. Likewise, loosening content restrictions on sensitive topics like immigration and gender identity has the potential to drive more controversial discourse in brand spaces. Left unchecked, controversial discourse can derail messaging efforts and expose individuals with protected characteristics to abuse. Ultimately, brands must determine their own tolerance levels for their communities and plan accordingly.
“Owning” Community Moderation. Moderating user comments and influencer posts will become more complex, and any moderation action could be perceived as an infringement on free speech. Social media managers must gain a comprehensive understanding of the new community standards and be prepared to justify moderation decisions.
Evaluating Your Social Media Policies
Teams responsible for identifying and responding to risk on social media can use this moment as an opportunity to reflect on their own policies and procedures. Below is a useful checklist to evaluate your programs and assess their readiness to operate effectively in this new reality:
- Speed – How quickly are you alerted to potential risks and how quickly can you react? What’s the plan for the weekend and after hours?
- Accuracy – How confident are you in your ability to identify harmful content with the necessary efficiency to differentiate nuanced content?
- Consistency – Are you definitions for harmful content documented and standardized to eliminate ad hoc decision-making that can slow action down?
- Comprehensiveness – Is your alerting system complete and contextual to the language of online discourse? Do you have the coverage and scale necessary to protect your pages and influencers partners? Is your coverage global?
How Resolver Can Help
Resolver pairs advanced technology with human expertise to deliver social listening and online risk detection effectiveness. Our 24/7 monitoring and instant notifications ensure your team is always informed and ready to act. Insights are delivered in clear, actionable reports, crafted by experts to provide the context and recommendations your leadership needs to make confident decisions.