“I may not agree with what you say, but I’ll defend to the death your right to say it.”
–Attributed to Voltaire
We all know that social media can be an effective way to reach more people with your health or social marketing messages. If you have a blog or social media site such as Facebook, “Likes” and comments help to show that people are actively engaged in your content, even when they disagree with it. (Also, a special thanks to all of you who have commented on Health Out Loud).
But we’ve all seen posts and social media pages that have gone off the tracks, diverted by passionate people with their own agendas and special interests. There’s a real-life analogy to what happens in Web and social media channels: Speaker’s Corner. Every Sunday afternoon, anybody with an opinion – and a desire to express it – congregates in a section of Hyde Park in London, and climbs on a soapbox (sometimes literally) and starts talking. Other people come to the park to engage in discussion with the speakers. Here’s a You-Tube Video showing a typical outing at Speaker’s Corner.[1] 
Like it or not, this is often how the Web and social media operate – a cacophony of voices all trying to be heard, arguing their opinions with a lot of passion and sometimes not much proof. If a commenter attempts to hijack your blog or social media posting, he or she is acting like the hecklers in Hyde Park. How should you respond to them?
We at CDC don’t have all the answers; after all, engaging through social media is still relatively new and we’re continuing to discover the best ways to communicate our messages. But we’ve had our share of experiences with people who disagree with us and try to shout us down. As a result, we’ve learned a few things. Here are some tips that might help you.
1) Develop a Comment Policy
Let people know the rules of your site – what’s acceptable and what isn’t. You might think you need an exhaustive policy, but this may not be the case. For example, here is comment policy for Health Out Loud:
This is a moderated blog – we will review all comments before posting them. We expect that participants will treat each other with respect. We will not post comments that contain vulgar language, personal attacks of any kind, or offensive terms that target specific individuals or groups. We will not post comments that are clearly off-topic or that promote services or products. Comments that make unsupported accusations will also not be posted.
It’s easier to maintain control of a moderated blog or other social media site. (A moderated site is one where someone reviews and approves comments before they appear on a website.)
In contrast, read CDC’s Facebook Comment Policy – it’s much more thorough, for good reason. When comments are posted on Facebook, they appear immediately. There’s no way to turn off that feature. A moderator can remove comments later, but by then countless visitors might have seen them. Unless someone monitors Facebook 24/7, inappropriate comments can slip through the cracks. So in developing the CDC Facebook policy we wanted to be as precise and explicit as possible, making it clear to anyone posting a comment whether they are in compliance or not.
Some policy guidance is obvious – no spam, no “product placement,” no spurious links. You can distill CDC comment policy into two basic tenets: A) stay on-topic and B) play nice.
2) Be Consistent in How You Manage Comments
This can be more difficult than it sounds. Sometimes commenters disagree with CDC recommendations. They may accuse CDC of misrepresenting the truth or participating in conspiracies and may point to discredited or less scientifically rigorous studies to support their positions. It is tempting to take down these comments, or to never allow them to be posted in the first place. But as long as the commenters stay on topic and don’t descend into vulgar or personal language – either toward CDC or to each other – we usually allow the comments to stay.
Why do we do that? CDC is committed to improving the health of all Americans, which includes communicating with and educating our citizens on how to lead healthier, happier lives. But as a government agency, we are also committed to being open and transparent in all our dealings with the public. US citizens have the right to say what they want. If what they say is wrong or misguided, we hope that our research posts and links, based on peer-reviewed science, will convince them otherwise. We also hope that other people will act as health advocates and challenge false or misleading information. Many social media sites are self-correcting; that is, through discussions on the site, over time reasonable positions and opinions tend to rise to the top.
3) Remember Your Real Audience When Engaging
Watch the Speaker’s Corner video again, only now look at all the people who are NOT engaging in the discussions. That’s right – the vast majority of them. This is also analogous to social media sites where many people observe and never write a comment. On Facebook, these may be people who “like” posts but don’t comment. For those of you familiar with the Ladder of Engagement Theory, these people – spectators and joiners – represent nearly two-thirds of the people on the Web. They may not speak up, but they are paying attention – just like all those observers at Speaker’s Corner. These people, like all of us, will initially be attracted to a good argument. But arguments often get tiresome or overwhelming. (How many of you viewed the entire video? I certainly didn’t.)
These observers are who we really want to target our messages to. If you try to answer every accusation, every misrepresentation, from people whose minds cannot be changed, you risk losing that silent majority. They will walk away – just like the filmmaker in the video. So don’t get into a long-winded debate with commenters. You can let others discuss or argue their opinions for awhile, but don’t let them go on and on rehashing the same argument either.
I’ve outlined some of lessons we’ve learned at CDC, but we are still working to build out operational guidelines and best practices. Now we’d like to hear from you – how have you managed your social media sites? What are the elements of your comments policy? Please comment below – I promise I’ll publish them. Just stay on-topic and play nice.
[1] CDC does not endorse or promote any statements or opinions expressed in the video, not that we understand them anyway.
Some information was missing or invalid. Please see below for details.
Public Comments
Comments listed below are posted by individuals not associated with CDC, unless otherwise stated. These comments do not represent the official views of CDC, and CDC does not guarantee that any information posted by individuals on this blog is correct, and disclaims any liability for any loss or damage resulting from reliance on any such information. Read more about our comment policy ».
March 20, 2011 at 3:17 am ET - pippuzzu
Hi, I really appreciate your efforts!
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March 21, 2011 at 2:47 pm ET - Amanda Miller
Very practical tips on how to handle this common issue…thanks!
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March 21, 2011 at 2:59 pm ET - ToFindHealth
Good points, we have had a large increase in spamming on our forums. Link to Tsunami damage – http://www.tofindhealth.com/forums/showthread.php/414
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March 21, 2011 at 6:58 pm ET - Jacci
We were just discussing this exact topic this morning! Right now we delete any posts from people selling something or link to their website. So far, we’ve left other comments up, even when they are off comment. I typically address what the health district handles on the first post, send a private message offering to address their concerns via phone or email on the second post and then ignore future posts if they decline to engage in a private conversation. So far, the hecklers stop commenting when we stop responding to their comments.
We don’t currently have a comment policy on our Facebook page. Can I use the CDC’s comment policy as a basis to get us started?
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March 21, 2011 at 9:13 pm ET - Deb Ruppert
Nice primer for those getting ready to toe dip – plain and simple start slowly, engage where you can commit but engage nonetheless.
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AUTHOR COMMENT March 22, 2011 at 9:42 am ET - Curt Shannon
Sure Jacci, you are welcome to use any CDC comment policy as a basis for yours.
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March 23, 2011 at 10:36 am ET - Richard Kawane
I have not long been through the exact thing this article has spoken about…My post got hijacked and it spiraled and ended up being a personal attack…I stepped back and refused to come to that level and shortly after the silent majority came to the rescue so to speak…I have enjoyed what I have read so far on this blog and I think the American people are very fortunate to have such a site.
http://livinglifechanges.com
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March 23, 2011 at 8:16 pm ET - Matt Mason
Good points, we have had a large increase in spamming on our forums
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April 4, 2011 at 6:06 am ET - roni irani
Nice primer for those getting ready to toe dip – plain and simple start slowly engage where you can commit but engage nonetheless.
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April 15, 2011 at 8:34 am ET - Dijeta
Thanks, very nice & effective article….
Good Job… http://dijeta.in
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April 26, 2011 at 4:26 pm ET - Donna Baker
I am receiving a lot of flyers, pamphlets, and even a CD from AARP/Medicare/United Health Care, etc., all printed on very expensive looking paper. The content is a repetition of very common knowledge such as tips on healthy living (healthy food choices, exercising, getting enough sleep) These mailings must cost the the government many millions of dollars!
We, as a group, need to appeal for these funds to be funneled into truly helpful support for seniors such as lower co-payments. Let’s let Medicare know that we have a grievance against this wasteful spending when we need a break that will help OUR financial bottom line.
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May 12, 2011 at 1:24 am ET - Mark
Good article. Between spammers and trolls a webmaster can have a very hard time keeping things sorted. I use Akismet to manage spam, as for trolls I just post forum or comment rules where everyone can see them and block the IP of anyone who tries to hijack a thread.
“Please do not feed the troll”
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May 26, 2011 at 1:04 pm ET - Feromonas
I too have a lot of issues with spam. I wish the controls would improve.
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May 29, 2011 at 1:19 pm ET - VuongHa
Good article. For anti spam, I think you need mod for control or review comment before publish. Many thanks.
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May 30, 2011 at 4:25 pm ET - Kemal
Thanks, very nice.
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June 17, 2011 at 12:03 pm ET - Phil Vandal
Very good post. It sure is quite a challenge to keep comments on track on a blog. We Seems to get some really strange comments since a couple of days that ends up getting filtered by our spam filter. Not sure what is going on there…
Whilte we are at ait, come visit and comment on our blog, we talk about newborn babies needs and other stuff. And please keep your comments related to the post !
Thanks for the information provided by this post !
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July 6, 2011 at 6:27 pm ET - Health and Nutrition Forums
Nice primer for those getting ready to toe dip – plain and simple start slowly engage where you can commit but engage nonetheless.
http://www.healthandnutritionforums.com
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July 10, 2011 at 10:16 am ET - Andrew
Hey there, thank you for sharing these useful tips with us!
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July 24, 2011 at 4:14 pm ET - Keith McDonald
My Norman Rockwell site only occasionally receives comments that are unrelated or inappropriate to the post. That could just be because of the nature of the site. Most people like Rockwell’s paintings.
Some blogs that I have read get almost mean in the tone of the comments and replies. These have mostly been on posts pertaining to subjects that have polarizing views on at least two points of view. If you are going to write passionately, you had better know how to deal with those who disagree with your views.
“Just stay on-topic and play nice.” That is good advice for any discourse to remain fruitful.
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August 27, 2011 at 4:57 pm ET - Delaware
Hey nice post. I have a question, even though you have good info how can you be sure about all of this?
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August 31, 2011 at 7:58 am ET - LoganDylan
Thanks, very nice & effective article….
Good Job…
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September 15, 2011 at 8:26 am ET - Eye Floaters
I think it is a very valid point about the comments with a valid point to make. If all you are trying to do is build a truck full of backlinks with nothing to offer, what will make the reader come to your site whether no1 comment or no102. The idea of commenting has become a single battlefield for pro marketers to build their backlinks without using any brain power against people who are genuinely interested in getting their point across in a constructive way so the reader wants to visit their site to see what makes them tick.I have only been involved in the blogging sphere for a very short time, and I must say, I find the comments part of increasing frustration when just spammy trash is entered. However I think it works both ways.The blogger has to have the same comitment to reading the replies as to the original blog post, and to that end should ensure the replies are as valid as the content. The atmosphere is changing rapidly out in the consumer search arena, and if the bloggers don’t run with the virtues extolled, then they will find themselves disappearing as quickly as they rose.
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October 21, 2011 at 3:04 am ET - logandylan20
Great blog!!!!! thanks for this nice information.
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October 24, 2011 at 11:12 am ET - Luke
This is a very insightful, judicious article that has given me a lot to think about. Also, the analogy with Speaker’s corner is a good one, I think.
I particularly like the advice about letting people know the rules of your site. I’ve experienced issues recently with my site, simply because I did not outline my comment policy.
It’s about getting the right balance on these social media sites – you have to “police” them to an extent so that comments are respectful and on topic. But freedom of speech is essential as well!
I think I made the mistake of being SO permissive that I let any comment stay. Now I’m a little more picky, but I still lean more towards permissiveness than “policing.”
Anyway, thanks for posting this article. As I say, it’s given me food for thought!
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October 24, 2011 at 12:46 pm ET - Ian
Like many of the other people commenting, I found this article extremely interesting . One sentence really struck me: “US citizens have the right to say what they want” – I totally agree (within certain bounds, of course).
The author (Curt?) makes a really good point about how the correct opinions ultimately win out on social media sites.
I think it’s important to stimulate debate and get people engaged, and for that reason I’m inclined to let people say more or less what they want and then, as this article suggests, allow others to step in and debate it.
Very useful article – I’m sure I’ll be back for more!
Ian Ba
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November 19, 2011 at 12:39 am ET - Helga Gaya
I found your recommendations for “good behaviour” when engaging in social media debates very useful. Social media are becoming more and more popular and powerful and whoever engages in them must follow the general rules of social behaviour.
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November 21, 2011 at 4:17 pm ET - Ilana Herring
Thank you for an excellent article. It is helpful in the business world to be reminded that we are all handling similar challenges and that there is much to be gained by sharing our challenges. By sharing our challenges we can help one another to learn new ways to find best practices and success. Since social media technology is constantly changing, it even more helpful to share and help others. Thank you CDC. I found your blog to very helpful, especially the point that: “Many social media sites are self-correcting; that is, through discussions on the site, over time reasonable positions and opinions tend to rise to the top.” My experience has also found this to be true. I recently participated in a workshop about social media. Many of the participants also shared their experiences, strategies and obstacles. It was helpful and refreshing for everyone in attendance to learn from one another. We welcome ideas about how to make social media comments work best for fostering and growing our online communities: http://www.calmu.edu/blog/secrets-and-strategies-for-successful-social-media-marketing/
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January 19, 2012 at 3:14 pm ET - Shawn Garcia
Thank you for your insights and I really liked how you quoted Voltaire. Stimulating debates and gathering opinions shows that you are able to reach you audience. Plus I find reading comments beneficial in improving whatever needs improvement. Also you get to know how people perceive your post.
thanks again for a stimulating article.
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