The ASB ruling has been made without clear understanding of the functionality of the Facebook platform, particularly that there is no pre-moderation of Fan comments available to Page administrators – the limitation faced by all brands in Facebook. However, as it stands the ruling represents a significant increase in the workload for Page administrators and could have a serious impact on a brand’s ability to have the sort of real-time conversations with fans that have come to typify social media engagement.
Digital advertising & social media marketing, Sydney, Australia