This post is a follow up to Part I: Tips for Displaying Social Media Content on Place Based Screens: Removing URLs and Revealing Backgrounds.
Our current cross-channel campaign for World Cup has proved to be a telling case study for message curation versus message moderation. For text messages and direct-from-web messages, LocaModa relies on a queue view for moderation, in which messages are immediately rated and approved/rejected for display depending upon network, venue and brand guidelines. In the moderation model, messages are handled chronologically by time sent.
However, when we’re looking at the millions of messages tagged #worldcup over the duration of the tournament (300,000 per game and up to 3,000 per second), we’re facing a message saturation level that begs the Moderation Queue to be weeded. We’re no longer in the position where having every message displayed is the best solution; instead, the ability to choose the most relevant and timely messages out of the tens of thousands per hour received becomes a huge boost to the value of the content stream. While on one level hashtags have made it easier to filter content quickly, overused or misused hashtags threaten the integrity of the practice.
In this model, a moderator can quickly sift messages for context and nuance that tags can miss. The goal is to fill the allotted place-based display time with as many quality, campaign-relevant messages as possible, while weeding out the messages that tagging alone couldn’t cull.
For an event with as much social media traffic as the World Cup, message curation proves a necessary step to whittling down the noise.
Now pass me my vuvuzela.
[For more insight on displaying social media content on place-based screens, you can download a full version of LocaModa's recent white paper, "Twitter on Place Based Screens: Why It’s Not So Simple," written by Senior Systems Architect Jacob Elder.]