Companies in Australia now face being sued if user comments on their Facebook page don’t comply with advertising laws.
Smirnoff is the first company to feel the blow of the recent ruling by The Advertising Standards Board of Australia, after the organization decided that any posts to a Facebook page are considered advertising – even those by fans.
All companies will now have to invest time and money into monitoring the messages that are left on their Facebook pages, as any posts containing racist, sexist or false statements put the company’s online presence in jeopardy.
While many companies feel that this ruling undermines Facebook’s advertising prowess, experts believe that this is only the first of many similar decisions that will follow. But should companies be held accountable for the actions of their fans on social media? Surely they should be making sure that no offensive or false statements are being posted publicly on their page, linking to their company name. If similar rulings continue to be made, companies will need to start closely monitoring their Facebook accounts in order to delete unacceptable comments. The correct software is the key to keeping track of these types of comments, and setting up a social media team will be the best way to monitor the incoming messages.
Conversocial’s Priority Keyword List allows companies to flag messages that contain profanities, bringing them into the Priority Inbox where they can receive immediate attention. This makes it far faster to handle social media messages, and it allows the team of agents to process large volumes of comments quickly. Furthermore, Conversocial allows social customer service teams to track what they’ve done, and it ensures that they don’t miss anything - comments made on old posts are brought to the top of Conversocial to be dealt with by the team. Features like this are necessary if companies are required by law to delete any material deemed false or unfit
The decision in Australia will have a huge effect on the way that companies use social media. Instead of just posting out advertising updates and ignoring customer comments, companies will now have to take a proactive approach to comment management, not only responding to questions but also ensuring that every comment meets their legal obligations.
Do you think that companies should be held accountable for the comments fans leave on their Facebook page? We’re interested to hear your opinions in the comments below.
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