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Best Practices in
Comment Moderation

In an era where digital conversations are a cornerstone of our daily lives, skillful comment moderation is crucial for sustaining an engaged and positive online community.


Whether you're running a website, managing social media platforms, or simply aiming to cultivate impactful discussions, this resource is your comprehensive guide to the intricacies of comment moderation.


Dive into top-tier methods, essential tools, and strategic approaches that enable you to build an environment where diverse opinions are welcomed while keeping online interactions both constructive and respectful.

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Ready to create and nurture a welcoming online space?


Best Practices for Comment Moderation

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Establish clear comment moderation guidelines

Clearly define what kind of comments are allowed and not allowed on your ads, and create a FAQ template that all moderators can refer back to.


Use keyword moderation and profanity filters

Use tools to hide or delete comments that contain specific profanity keywords automatically. This helps to maintain a positive and respectful environment.


Check comments regularly

Regularly check comments on your ads to ensure that inappropriate and/or spammy comments are quickly addressed.


Respond to comments promptly

Respond to comments in a timely manner. This shows that you’re actively engaged with your audience and care about their feedback.


Address negative comments constructively

Respond to negative comments constructively and empathetically. Avoid getting defensive or aggressive, and try to understand the user’s perspective.


Find permalinks to specific comments

To locate specific comments, refer to the permalink google sheet your LLG team provided. This will take you to a unique URL for each comment, which you can then bookmark and/or share with other moderators.


Keep an eye out for false or misleading claims

Check comments for false or misleading claims, and address them if necessary. This helps to maintain the credibility of your ads and your brand.

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Approved comments

Work on an "approved comments" response template so moderators can respond easily and quickly with thoughtful and on-brand responses.


FAQ section on website

Check the FAQ section on your website as a starting place to emulate and revise appropriate comments for social media ads.


Brand guidelines

Utilize any brand or social media guidelines to ensure moderators are staying true to tone and brand with comment responses.


Comment response guidelines

It's OK to come up with more generic responses (campaign dependent) for shorter or more straightforward comments (i.e. Comment: I'm getting better every day! ... Moderation Response: That’s awesome -- keep up the great work!). It's better to acknowledge, especially if the comment has a lot of likes and comments.


Challenging comments

Similarly, for any more challenging comments, have pre-drafted responses ready so moderators are prepared to answer accordingly and thoughtfully.


Resource links

Have resource links handy so you can answer questions more in-depth and drive traffic back to your website to view key resource pages.

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Sensitive ads

Comment Moderation
for more Sensitive Ads


Set up a crisis management plan

If your campaign is likely to generate a high volume of comments, some of which may be negative or critical, it's a good idea to have a crisis management plan. This should include steps for how to handle negative comments and how to respond to any potential crises that may arise.


Train your moderators

Ensure moderators are trained to handle sensitive topics and understand your campaign's nuances. They should be able to identify and hide inappropriate or offensive comments while also understanding the importance of free speech and respectful dialogue.

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Monitor comments closely

If you notice any comments that are particularly offensive or threatening, you may need to enable the 'Strong profanity filter'.


Consider disabling and/or hiding comments

If you anticipate that the comments on your paid ads campaign may become particularly heated or contentious, you may want to consider disabling comments altogether. This feature is only available for Instagram paid ads. Let an LLG teammate know if you would like to do this. While this may limit the level of engagement you receive, it can also help to prevent negative or inflammatory comments from spreading.


Be transparent and authentic

If your paid ads campaign is sensitive in nature, it's important to be transparent and authentic in your communications with your audience. Acknowledge their concerns and be willing to engage in an open and honest dialogue, even if it's difficult.

Final thoughts

By adhering to these best practices, you can efficiently manage comments on your paid ad campaigns on Facebook and Instagram (Meta), ensuring a well-planned and positive experience for your target audience.

If you're looking for specialized expertise, consider teaming up with a team like Llama Lead Gen. We specialize in cultivating respectful and engaged online communities.

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