Why Every Business Needs a Social Media Moderation Policy, Especially for the Big Topics

It happens fast.. Emotions are high. And suddenly, your business’s Facebook page is overwhelmed with comments. Some are angry, some abusive, many demanding a response. Your frontline social media staff sit there, watching it unfold, unsure what to do. No guidelines. No policy. No leadership direction.

They are expected to moderate in real time, under pressure, using nothing but their own judgment and moral compass. This is not just unsustainable. It is unsafe.

70% of crises escalate in less than 24 hours, yet only 37% of companies have a social media crisis plan that includes moderation protocols. — Source: Institute for Crisis Management, 2023

The Role of a Moderation Policy

Every business that operates publicly online, especially those in high-visibility sectors like local government, health, or utilities, must have a clear, leadership-approved moderation policy.

This policy should outline:

• The company’s position on sensitive or contentious issues

• What types of comments will be removed, hidden, or escalated

• The tone and approach staff are expected to maintain when responding

• What gets left up and what crosses the line

• Who makes the final call when things escalate

Without it, you are not just leaving your social media staff unsupported. You are asking them to carry the moral and reputational weight of your organisation on their own shoulders.

80% of social media managers report dealing with online abuse or harassment in their roles. — Source: CIPR State of the Profession Report, 2023

Why Leadership Must Set the Direction

Small day-to-day issues on Facebook, like customer complaints, lost property, or positive feedback, can be handled relatively easily when basic moderation guidelines are in place. But what about the big stuff? When the public turns its attention to your organisation around topics like race, sexism, homophobia, transphobia, those comment threads can quickly turn into battlegrounds.

When leadership doesn’t provide a clear stance or guidelines, 65% of frontline staff say they feel “left exposed” or “uncertain” when responding to sensitive topics. — Weber Shandwick/United Minds, 2022

If leadership has not provided clarity on how to handle these moments, your staff are left to make real-time decisions that could either inflame or suppress the situation. Either way, they take the blame. In the worst cases, they bear the emotional toll of reading hundreds of abusive or confrontational comments with no guidance on what support exists for them. This is backed up by Glassdoor Workplace Trends Report (2022) When leaders stay silent during social controversies, 48% of employees say it negatively impacts morale.

70% of crises escalate in less than 24 hours, yet only 37% of companies have a social media crisis plan that includes moderation protocols. — Source: Institute for Crisis Management, 2023

It Is Not About Opinion. It Is About Policy.

When your organisation lacks a formal position, your moderators are left with only their personal views to rely on.

• Should I delete this offensive comment?

• Do we allow posts that criticise our mayor?

• Should I hide misinformation about our service changes?

These are not questions that should be left to an intern or a frontline communications staff member to answer on the fly. Your social media presence is an extension of your brand and your reputation. Handling controversy should not be improvised. According to a Hootsuite + Altimeter Report, 2023, 47% of organisations say they do not have a formal moderation policy in place.

It is even more serious when you are a public body, such as a council or government agency. You are accountable to the community, to ratepayers or taxpayers, and to the standards of transparency and fairness. If you do not clearly outline what is allowed and what is not, you risk inconsistent moderation, accusations of censorship, and damaged public trust.

In a 2022 survey of local councils (Source: Local Government Association (UK))

• 68% had experienced a “significant social media incident” in the past year.

• 72% of comms staff said they were unsure of the boundaries of what could be moderated or removed.

What Should Be in Your Moderation Policy?

Here are the essentials:

1. Clear Rules of Engagement: Outline what kind of content is acceptable and what will be removed, such as hate speech, spam, or personal attacks.

2. Position Statements on Key Topics: Leadership must decide and publish where the organisation stands on relevant public issues.

3. Escalation Pathways: Give staff a way to escalate controversial posts to senior decision-makers quickly.

4. Tone and Language Guidelines: Ensure responses are consistent, respectful, and aligned with your values.

5. Staff Wellbeing Considerations: Acknowledge the toll that social moderation can take and offer mental health or managerial support.

Your social media team is your frontline voice. If a storm is brewing online, they are the first ones in its path. Leaving them without a clear moderation policy, especially during big public issues, is not just poor planning. It is negligence.

Do not wait for a crisis to realise your team is unprepared. Set your standards now. Make your position clear. And lead from the top.

This data is unequivocal: well‑structured moderation backed by leadership is not optional. It safeguards your staff, your brand, and public trust.