For the first time, individuals could leave feedback on any article they had an opinion on. This was indeed cutting edge and gave a real sense of freedom of expression. For the first time, brokers were able to say what they thought about an industry matter.
Over the months that ensued, the message board were genuinely a force for change. Lenders guarded their content as potential ‘brand wreckers’ and often changed processes based on such feedback.
Throughout there was a hidden and altogether more sinister objective by some which was to use message boards to ‘square’ a wrong or to give strategic advantage to a particular company by posting as an appreciative client and then there was the role of the ‘anonymous’ poster who could pretty much say or do anything without the fear of redress.
These were very often the worst type of ‘keyboard terrorists.’ Very occasionally you would also get an unhappy client who used the platform to express a grievance towards a particular lender for its behaviour; these could be extremely venomous.
Many of our industry trade press have now instigated an ‘approval’ process to ensure that comments could be moderated to make sure contributors didn’t go ‘too far’.
My view is this; ensure that legitimate email address are received from the poster, moderate every comment, but fairly, and ensure that individuals post as themselves.
If they don’t, expect an environment akin to the Wild West in message board terms with the ‘brand wreckers’ continuing to operate without redress.
Rob Jupp is chief executive officer of Brightstar Financial
