13 August 2012

Responsibility for Fan Posts & Comments

The best know form of marketing is advocacy, when a converted recommends a brand to another - usually to someone they know personally.

Now fans apparently can't advocate brands on Australian brand pages, as it could be considered advertising. If they do, brands will be held responsible for content posted by fans. The ASB was ruling based on a complaint against a liquor brand.

Whilst the ruling clearly defeats the spirt of brands being on social, brands will find it impossible to fund the new levels of staffing for the requirements of community management. Even if they have the funds, next to impossible to find this volume of talent.

With the pre-moderation required, brands can also kiss goodbye to any sort of real time engagement. Besides the ruling also opens up the field for sneaky competitive trolls, out to derail each other.

Surely, this blanket ruling needs to be reviewed and contained soon.

Image Courtesy: Google Images

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