Continuing the theme from my last post, the #4 problem (I’m not going to go through all 10 problems here - I’ll post the presentation after DSE) is the fear of social media.

Anyone pitching social media + DOOH will typically hear push back around the issue of moderation and/or losing control of the brand.

Fear of social media is a poor EXCUSE for not deploying it. Good moderation tools are effective and inexpensive (typically less than 5% of media budget). And the tools work. So stop with the excuses - do you want to leverage social media or don’t you?

Here’s a quick check list for a moderation and curation tools:

• Scalable
Make sure it is web-enabled, can scale to thousands of messages and multiple moderators at different sites/timezone if needs be.

• Real time
Make sure the software delivers real time responsiveness. Messages on DOOH screens often (but not always - download the free white paper detailing Passive, Active and Interactive place-based social media applications) need to be time sensitive to ensure the best user experience.

• Filters and “not tags”
Every brand will have it’s own moderation policies and list of topics/words that it doesn’t want to see on its screens or websites. This isn’t just about abusive language, but also undesirable brands, competitors etc.

• Remove web attributes.
Filters should also be able to remove web links, retweets etc - artifacts from the web that really don’t work well on public displays.

Inevitably the issues around moderation and curation can seem off-putting to clients without experience in this area. However, emphasize that these services can be managed effectively and inexpensively. Your clients are coming under pressure to find social media solutions because the market is demanding it and their competitors are moving in that direction. Hopefully the competitive threat outweighs the fear of the unknown.

I’ll be talking about this issue and many other at DSE next week on two panels and two workshops. You can find the details of these events at LocaModa.com/news Hope to see you there.

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