Look Before You Leap

Before you distribute your brand’s content on a new media channel, make sure it’s channel-appropriate and make doubly sure it’s an appropriate channel. Just because a channel is experiencing traffic volume in your desired demographic doesn’t necessarily mean your content belongs there. In fact, instead of attracting engagement, you might be attracting a big hit to your digital reputation.

It’s a jungle out there

We very often preach the gospel of participation creation. However, this should come with a little warning. Some channels are less about constructive criticism and feedback and more about malicious defamation and macho posturing by commenters looking to raise some ire and cause fireworks.

Other channels might seem to be a good fit on the surface, but just under the covers lies the seamy underbelly of adult content and other unseemly material.

So how do you know?

The obvious first step is to browse the channel, and don’t just rely on the front page. That’s where the channel is going to show off its very best content.

Remember, admins and moderators probably want the inappropriate stuff off the channel just as much as you do. But on any channel populated with user-generated content, managing the volume is just too much sometimes. Adult content, drug content, copyrighted content — all the things that devalue the quality of the overall channel — are going to fall through the cracks.

If the site has different thematic segments, dig to the next level, look around. Is everything on the up and up? Is this the kind of content you’re willing to be associated with?

A real-life cautionary tale

A few months ago I did a life cycle analysis of Docstoc. Presentation-sharing as a platform is on the rise, and Docstoc’s name kept popping up in the conversation.

On my first visit, I was impressed. Slick, colorful homepage with engaging content above the fold. However, once I dug below the first layer of content, I found disturbing uses of the channel. [NOTE: This link to a Docstoc search results page shows a mix of legal and illegal services, and while the latter isn't graphic, it is explicit.]

4 steps to channel vetting

1. Browse secondary navigation levels
   Don’t just trust the homepage. Once you get past the most popular content — as determined by channel leadership — is the content still relevant, just less popular? Or is the site being hijacked for more nefarious purposes?
2. Perform searches
   Does the site have a search feature? As distasteful as it may seem, execute some search queries for the kind of content you would not want to find on the channel.
3. Read the comments
   A channel’s value is determined by the quality of the content contained therein; in addition to what is produced, that includes all follow-up comments. Is the resulting commentary constructive? Or vulgar and unhelpful? If no one is benefiting from the discussion going on, neither are you.
4. Read the terms of use
   Any site focused on quality growth will have terms of use and community guidelines. These will quickly outline what is and is not acceptable participation on the channel. Unfortunately, this cannot guarantee that offensive content will never appear there. However, if efforts aren’t being made by channel leadership to eliminate it … avoid!

The takeaway

If you surround yourself with the offensive, you’ll be considered offensive. Just because a new media channel is drawing lots of traffic doesn’t mean that traffic will consume your content in a beneficial way. Thoroughly vet all channels before you participate.

About the author

Brad Schwarzenbach -

As an analyst on the Tippingpoint Strategy team, Brad explores new opportunities for clients to build relationships with their customers. He’s always testing new social media channels, poring over analytic data, and identifying emerging trends. He also speaks at conferences & events about uncovering powerful messages hidden within brands' unique values.

Brad’s research has contributed to the development of content & contributor strategies for such clients as Breville, Rodale, Long’s Jewelers, and Fusionapps, as well as being a frequent contributor to the Tippingpoint blog. He’s been “listening” to the way we communicate online since the old AOL People Connection days and watched the way that digital communication has evolved.

An English and Creative Writing major at the University of Connecticut, Brad’s spent most of his career creating web content and becoming intimately familiar with web theory for Bayard, Inc. and TomTom Inc., giving Brad keen ears and eyes to what, exactly, makes web content valuable.

Outside the office, Brad feels most at home with his beautiful wife-to-be Kristina, or on the golf course. “There’s a distinct pace and rhythm to the way people communicate online.  Understanding and taking part in them yields amazing opportunities for my clients to not only grow but to improve their business. I’m constantly looking for those opportunities.”