In the digital era, news and content offerings are not just sources of information but also platforms for exchanging and discussing opinions. Users today have learned to quickly and easily express themselves and engage in discussions through comments.
A recent study by the dfv Mediengruppe, in collaboration with ferret go (a company of the dfv Mediengruppe) and BTG, explores the importance of community management in the form of comments and examines how it can enhance user engagement. This blog post summarizes the key findings and recommendations of this insightful market study.
Study Design and Methodology
The study (which can be downloaded here) is based on an online survey of 1,200 users of online news portals in Germany, who are at least 20 years old and have either read or written posts in comment sections or reader forums within the last 14 days. The data collection took place between December 27, 2023, and January 4, 2024.
Key Insights at a Glance
1. Interest in Diverse Perspectives and Need for Exchange: The majority of respondents show an interest in different viewpoints and have a strong desire to engage in online exchanges with other users.
2. Promoting Constructive Discourse: Publishers, with their high-quality editorial content, are well-positioned to foster constructive discussions and interactions on their platforms. Active community management can systematically enhance engagement and attract new, interaction-friendly target groups.
3. Importance of Freedom of Expression: 82% of respondents emphasize the importance of free expression in the digital space.
4. Impact of a Well-Moderated Comment Section: A well-moderated comment section leads to increased user interaction, longer time spent on platforms, and more frequent usage. Additionally, 53% of respondents are more likely to register, and 29% would even be willing to pay for exclusive rights related to community features.
5. Challenges Posed by Hate speech: Hate speech remains a significant issue. Six out of ten respondents frequently encounter hate speech, and one-quarter have personally been affected by it.
Recommendations for Content Providers
1. Create an Environment for Free Expression: Establish a safe environment that allows for free expression and fosters respectful discussions.
2. Invest in Constructive Moderation: Moderators should be well-trained to ensure the quality of discussions and enhance the informational value.
3. Encourage Active Participation and Recognition: Users should be encouraged to actively participate, and their opinions and critiques should be valued.
4. Implement Clear Rules Against Hate speech: Clear rules should be formulated and enforced to prevent hate speech, with support offered to victims.
5. Promote Interaction: Increased interaction leads to more paying users and stronger bonds. Diversifying the offering can appeal to both paying subscribers and users of free content.
6. Continuously Adapt Moderation Strategy: User behavior should be continuously monitored, and the moderation strategy should be adjusted accordingly.
Conclusion
Community management is a critical factor for the success of content and news offerings of all kinds. By promoting a safe and constructive discourse, publishers can increase user engagement, extend time spent on their platforms, and ultimately boost users’ willingness to pay. Investing in a strong community and effective community management pays off in the long run.