SHUTTLEMEDIA
Moderation

How to Build a Brand Comment Moderation System

ААлексей Громов·Published June 15, 2026· Updated September 15, 2026

Comments are the brand's public voice. We break down how to build a moderation system: guidelines, Tone of Voice, SLA, escalation, and quality control.

Moderation is not about removing the bad — it's about managing the brand's public voice. Effective moderation keeps the dialogue under control even in conflict situations.

What the System Must Include

  • Guidelines and Tone of Voice
  • Response Time SLA
  • Rules for Handling Provocations
  • Escalation Path for Complex Cases
  • Quality Control (QA)
FAQ

FAQ

No. Only comments that violate the rules are removed. Everything else is addressed through on-brand Tone of Voice responses and escalation.

Related services

Social Media ModerationManaging the brand's public conversations: comments, direct messages, communities, provocations, and escalation.Tone of VoiceA unified brand communication standard: scripts, guidelines, knowledge base, prohibited phrases, and escalation protocols.Moderator TrainingTraining for moderators, SMM teams, and customer service: methodology, hands-on practice, case reviews, and certification.

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