Thursday, 17 February 2011

Conversocial / “Social viewing”, where viewers combine and extend their programme experience with interaction via social networks, is becoming increasingly common behaviour

Latest function means real-time responsiveness and control over Facebook wall engagement on external websites for the first time

The ubiquity and influence of social media in our every day interactions means it is increasingly important for businesses to monitor, moderate and manage what is said to and about them, especially on open third party platforms like Facebook.

Conversocial enables businesses to manage their social media presence in real time, from a single dashboard, with automatic flagging, interaction histories and moderation workflow functionality (watch tutorials here). Its latest update allows moderation of Facebook comment walls added to external websites, and was timed to coincide with the launch of Conversocial client ITV’s Dancing on Ice website which features a Facebook social plugin to enable live Facebook comment walls on every page on the website.

Broadcasters and content producers in particular are recognising that “social viewing”, where viewers combine and extend their programme experience with interaction via social networks, is becoming increasingly common behaviour, which is good news. In social media, high engagement equals high visibility; however the real-time aspect requires management and moderation.

“On Facebook and Twitter, responses, questions and even complaints are public, and highlighted to users’ friends. This makes it essential to respond quickly and effectively,” explains Conversocial’s founder, Joshua March. “Our new comment wall moderation functionality, along with the platform’s existing tools, allows business to effectively engage with customers using social channels across Facebook, Twitter and now their own websites, without losing control of comments, optimising social engagement opportunities for loyalty building and brand awareness.”

ITV is the first major broadcaster to use Facebook comment wall plugins on its website, making it easier for fans to comment on the website, and cross posting comments to Facebook to increase visibility among the friends of their fans. Conversocial enables broadcasters to take this step while providing the reassurance of a platform, which allows real-time moderation of high volumes of interaction and protection against spam and inappropriate comments on Facebook and Twitter.
Ben Tattersall Smith, Social Media Producer for ITV, said, “We were keen to use the Facebook commenting social plugin on the Dancing on Ice site to help drive fan engagement with the show. Using Conversocial ensures we can now moderate the comments we receive effectively.” With this in mind, it is unsurprising that ITV also uses Conversocial to manage Facebook and Twitter accounts for its shows and channels, complete with seven million fans, across its in-house team and external moderation agency, Emoderation.

The added benefit of Conversocial is its unique IPM metric (interactions per thousand fans), which scores content updates on how engaging they are to followers, helping companies gauge consumer interest in specific types of content. Gaining a fan on Facebook is an important step to engagement, but does not guarantee attention. Conversocial’s IPM means that users can plan their audience interactions even more effectively, based on what they know will engage best, and when audiences are most likely to respond. Conversocial allows customers to rank all of their page updates by IPM scores, compare with their competitors, and see what type of content generates the most engagement on their page.
Facebook is a powerful medium for all companies, big or small, to interact with customers. Conversocial’s latest wall comment function furthers the service’s quest to help companies really engage in a targeted way, increasing brand visibility for all the right reasons.

Conversocial is a SaaS product that helps business manage the increasing volume of two-way communication going through social platforms like Facebook and Twitter. Through in-depth engagement analytics and comprehensive comment management tools, Conversocial enables effective marketing distribution, moderation and customer support.
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