People ask prices under ads, but nobody replies
You pay to show an ad; someone becomes interested and asks a question. Then they go to whoever replies first.
Marketing
Community moderation and development on social media and messengers
We answer comments and messages on behalf of your brand under agreed rules. We remove spam and scammers, quickly pass complex enquiries to your team, and encourage conversation in groups and chats. So customers receive a reply rather than silence.
What moderation and community development mean
Moderation is daily work with comments and messages: answering questions, removing spam, and keeping groups and chats orderly. Community development makes people interested in staying close to the brand and talking to each other. At Eqvola, we combine both tasks and work under rules you approve.
Moderation, support and sales are different tasks. We answer common questions and suggest the next step. Your team resolves questions about specific orders, returns and payments, and we pass them on promptly.
Taking an order through to payment is not automatically included. If required, we discuss it separately.
We respond in your brand's voice. We agree the tone, wording and what may be promised to customers in advance.
We do not delete criticism. We respond to the substance. We remove spam, abuse and accounts impersonating your brand.
Reviews on external platforms are a separate task. Google Maps, review websites and media mentions fall under reputation management. Online reputation management — SERM
When to hand over moderation
Questions sit unanswered in direct messages for days
Messages are read between meetings and replies postponed until later, which turns out to mean Thursday.
Posts attract spam, bots and fake accounts
Someone offers easy money; someone else impersonates support and asks for card details. Your customers may not always tell them apart.
The group is silent or chaotic
The chat began with good intentions. Now it contains either neighbours' adverts or an administrator's last message from a month ago.
The owner answers customers at 11 pm, on a phone between dinner and tomorrow's planning.
Answering customers matters, but you do not have to do it yourself.
You may need something else
Reviews on Google Maps and review websites → Online reputation management — SERM
Automatic replies to common questions at any time → Chatbots and AI assistants
Handling enquiries and following through to a sale → Marketing support for sales teams
What moderation and community development include
Moderation
We monitor comments and messages, remove spam and abuse, and report fraudulent accounts impersonating your brand to the platform.
Answers
We answer comments and messages using an agreed response matrix: product information, prices, delivery and terms.
Escalating complex enquiries
Anything requiring your team's decision goes to the responsible person with full context, so the customer does not have to explain everything again.
Community development. In groups and chats, we write rules, welcome newcomers, start discussions and polls, and support active members.
How we know what to answer
At the start, we create a response matrix: a table defining who responds to each enquiry type, how and within what timeframe. Here is a broad outline:
Requests
Who responds
How
Question about the product, price or delivery
Moderator
Using an approved answer from the matrix
Complaint
Moderator, then your team
We acknowledge the problem, apologise and pass it to the responsible person
Question about a specific order or payment
Your team
The moderator confirms that the question has been passed on and forwards it with context
Criticism
Moderator
We address the substance without deleting it
Spam, abuse or fraud
Moderator
We remove it and report it to the platform
We agree the tone of replies with you. We update the matrix as new questions appear, so after a month it knows more about your product than it did at the start.
Security. Moderators never ask for passwords, verification codes or payment card details in messages. Anyone requesting these on behalf of the brand is a scammer.
What happens to complex enquiries and when we are available
How we escalate complex enquiries
We treat questions about specific orders and returns, conflicts, legal and medical matters, and journalist requests as complex enquiries.
The moderator receives the enquiry and tells the person it has been passed on.
They send it with context to the responsible person on your team through the agreed channel.
Your team resolves the matter and replies to the customer or provides an answer to the moderator.
We record the outcome so similar questions can be resolved faster next time.
How we develop the community
A community is active when people gain something from it beyond reading another advert. For groups and chats, we:
- write clear community rules and monitor compliance;
- welcome newcomers and suggest where to start;
- introduce regular discussion topics;
- ask questions and run polls;
- notice and support active members;
- announce events, new products and useful materials.
The goal is simple: the last chat message should not be an administrator's post from three weeks ago.
HOW WE WORK
How the work progresses
You approve the rules, response matrix and escalation process. We take care of the daily work.
- 01
Analysis of channels and enquiries
We review where people contact you, what they ask, which questions recur and what remains unanswered. Outcome: a list of channels and enquiry types.
- 02
Response matrix and community rules
We draft answers to common questions and rules for groups and chats. You approve them before work begins.
- 03
Escalation process, hours and access
We identify the responsible people on your team, the escalation channel and working hours, and obtain access.
- 04
Daily work
We reply, moderate, escalate complex enquiries and develop the community during agreed hours.
Meet the team
What you receive
Response matrix
Approved answers to common questions, updated as your product develops.
Community rules
Clear rules for groups and chats.
Enquiry escalation process
Who receives complex questions, through which channel and within what timeframe.
Daily moderation
Replies, orderly comments and community work during agreed hours.
The report is useful beyond moderation. Frequent customer questions suggest topics for content and the website FAQ.
Content creation, chatbots and advertising are not included.
What it looks like in practice
Response matrix
An excerpt for a hypothetical coffee shop with delivery:
“The coffee arrived cold” → Moderator: “We are sorry; that should not happen. Please send your order number. We will pass it to the manager, who will contact you today.” We then pass it to the manager.
“You are the worst coffee shop in town” → Moderator: “We are sorry to hear that. Tell us what happened and we will look into it.”
Request escalation flow
Customer writes on Instagram → moderator replies and passes the enquiry to the work chat → manager resolves it → moderator records the outcome in the report.
Community rules
An excerpt from rules for a hypothetical customer chat:
We discuss coffee, recipes and equipment here.
Respect each other: no insults or personal attacks.
Advertising requires the administrator's permission.
Please send order questions to the brand's direct messages for a quicker reply.
All case studiesWhat we need from you
- role-based access to social media and messaging apps, without sharing passwords;
- answers to common questions: prices, delivery, terms and opening hours;
- a person responsible for complex enquiries and a quick way to reach them;
- a list of what may and may not be promised to customers;
- preferences for the tone of communication.
The faster the responsible person on your team responds to escalated enquiries, the fewer customers are left waiting.
Pricing for moderation and community development
Working formats
Comment moderation. Replies under posts and ads, with spam removal.
Comments and messages. The same service plus replies to direct messages.
Community development. Moderation and regular work with a group or chat.
What determines the cost
- the number of channels;
- the volume of enquiries;
- working hours and days;
- the number of languages;
- the complexity of the subject matter.
What is paid for separately
Content creation, chatbots and advertising.
Discuss moderationFAQ
Questions about moderation and community development
Can’t find your question?
Send it through the form and we will reply.
Go to formWho resolves complex issues?
Your team. We identify the responsible people at the start, pass enquiries to them promptly with context, and tell the customer the matter is being handled. The decision is made by someone who knows the order details.
Is taking an order through to payment included?
No, not automatically. Moderation means answering questions and keeping channels orderly. Handling enquiries and guiding customers through to payment is a separate task. Marketing support for sales teams
Do you delete negative comments?
We do not delete criticism. We address it and pass the problem to your team. Deleted criticism often returns louder. We remove spam, abuse, fraud and accounts impersonating your brand.
How does the moderator know what to say about our product?
From the response matrix we prepare with you before starting. If a question is not covered, the moderator asks you rather than inventing an answer. The new answer is then added to the matrix.
Do we need to share account passwords?
No. Most social networks and messaging apps offer administrator or moderator roles. The accounts remain yours, and you can revoke access at any time.
Do you handle Google Maps reviews?
Reviews on external platforms fall under a separate reputation management service, which can be combined with moderation. Online reputation management — SERM
Can moderation be combined with social media management?
Yes. If we already manage your social media, moderation can be added. Then one team understands both the content and the audience's response. All questions and answers
RELATED EXPERTISE
What else you may need
YOUR NEXT STEP
Let’s discuss your task
Tell us what you have, what is not working and what result you expect. We will review your enquiry, clarify the details and suggest the next step.