Last week, I took over the reins of the Google+ Community to moderate the class discussion about content strategy. Some posts generated discussion and others didn’t, and it got me thinking about people who moderate professionally. Every day, community managers and moderators post content, measure engagement, interact with commenters and then do it all over again. There have to be certain times when a piece of content is posted and no one responds. When posting so much content daily, not everything is going to be successful. A moderator shouldn’t see this as a failure but they should take the opportunity to identify why the post didn’t perform well.
Here are two questions a moderator should ask when no one is talking:
1. Am I targeting the right audience?
Whether it be the entire content strategy or one particular post, it’s important to know if the content being produced is focused on the right audience. Before you even create the social media account or platform you’re moderating, you know what audience you’re targeting. Make sure you know how they use social media and more importantly, how they best like to consume content. Certain audiences can be extremely particular with the types of content they like. Some groups love photos but hate videos, others prefer links, so it’s important to know and cater to these preferences.
The next step is to go through either the post or all of your recent content to see if you’re targeting it in the way you intend to. After doing something for a while, it’s not always easy to take a step back and examine your own work. But, it’s extremely necessary.
2. Am I talking about the right things?
If you’re a blog about science, don’t post about literature unless you have a fantastic way to relate back to science. There’s a reason people come and comment, it’s because they love or are experts in a certain subject. They don’t come to find out more about other subjects. So if you answer “yes” to question 1, this might be the problem.
Some groups that require moderation talk about some very specific topics. This summer, I moderated a group that only talked about cloud-based technology solutions for small businesses. They didn’t want to talk about mobile solutions for small businesses or social media solutions for small business, only solutions related to cloud-based technology. The big issues is that there’s not always fresh content to talk about, but that doesn’t give you an excuse to be inactive. It’s important to give the audience the content related to the subject they are interested in and keep the conversation going when the conversation isn’t necessarily fresh.