Comments sections on social media provide publishers the opportunity to engage, deepen relationships with readers, and create a space for dialogue.
However, comment feeds on social media can quickly turn into a negative space where hate speech, spam, and abusive comments run rampant, making it a challenge to moderate engagement at scale.
Publishers need to establish a safe and protected space for open dialogue and discussion with the help of moderation experts and technology.
TechCrunch, one of the biggest online media companies, enabled real conversations by collaborating with BrandBastion to remove spam, hate speech, and other harmful content in real-time 24/7. Additionally, TechCrunch received email alerts for urgent situations and gained valuable insights into engagement on their website.
TechCrunch has been committed to open discourse since its inception, but hate speech, spam, and trolls forced TechCrunch to experiment with various commenting platforms.
The company needed to combat the problems spam and hate speech had provoked. Every article was getting hit with at least one piece of spam, making the comments section look less like a place for quality discussion.
Quality of comments is important to readers. If they go to the comments section and it's a dumpster fire of spam and hate, it might not be a place where they feel compelled to contribute. If a user goes to a comments section and sees quality discussion, he or she is much more likely to participate in the community.
Travis Bernard - Director of Audience Development - TechCrunch
What harmful comments were removed?
What kind of issues were addressed?
Over a period of 22 months, BrandBastion enabled the following for TechCrunch: 209,291 comments processed, 27,337 harmful comments removed, and 99 issues solved.
By ensuring that harmful content was removed in real-time 24/7, the comment sections remained free from spam, scam, hate speech or other harmful content, allowing readers to have real conversations about the topics at hand.
Email alerts are sent 24/7 in the case of any issues
Email alerts of situations requiring the TechCrunch team’s attention were sent in real-time 24/7, ensuring that the team was always aware of what was being flagged by the commenters. In the same 22 month period, BrandBastion helped solve 99 issues, including: 17 Typo in article, 56 Technical issue with article, 26 Other.According to the 2018 Edelman Trust Barometer Global Report, 66% of people believe the media is more concerned with attracting a big audience than reporting. Technical issues, broken links, and typos in articles can all erode reader trust. These types of incidents cannot always be avoided, but with the right safeguards in place they can be corrected in a timely manner prior to them escalating.
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