Brand values are threatened by overwhelming number of toxic comments
This company’s social media comment section was full of bots, as well as trolls who were only interested in spreading messages of anti-LGBTQ+ sentiment, bigotry, body shaming, racism, sexism, hate speech, and pedophilia. For a company committed to running campaigns that celebrate diversity, these hateful messages were a direct contravention of their values.
Their social media team couldn’t keep pace with the volume of harmful and toxic comments polluting their social media channels daily and they needed technology to keep up. After the company partnered with Respondology to leverage our leading comment moderation platform, it ensured its social media presence was aligned with its brand values and was a place for everyone.
Before Respondology
The team couldn’t keep up with the volume of harmful and damaging:
- Spam and bot comments.
- Links to unauthorized resellers threatening revenue.
- Trolls promoting anti-LGBTQ+ language, body shaming, racism, sexism, and more.
With Respondology
- In addition to spam, bots, and trolls, a previously unknown problem of sexualized comments on posts with child models was discovered and the comments were immediately hidden.
- Comment analysis that keeps up with the speed of social media, hiding 5,000+ comments per day at peak posting times.
- Marketing team freed up to focus on important projects and no longer playing whack-a-mole in the comment sections.
K
50,000 hateful comments
hidden
Approximately 5,000 comments per day moderated at peak times
K
K+
380,000 comments moderated and counting
The Problem
Hateful comments threatened youth safety and drained customer service staff
Before their partnership with Respondology, this company found it challenging to keep up with the sheer volume of spam and hateful messages they received daily. General spam and trolling comments spouting racist, sexist, and anti-LGBTQ+ language were also prevalent, leaving customer service staff swamped with 5,000+ comments per day to review and hide. The spam often included links to third-party resellers of their merchandise, cutting down on revenue.
The Solution
Removing hate protects the brand and audience
Once Respondology stepped in, the company quickly freed their customer service team from the task of monitoring and flagging these messages, amounting to over 380,000 comments moderated. The brand could finally keep up with the speed of social, and their marketing staff were able to shift their focus back to creating great content for their audience to enjoy.
Respondology’s technology also discovered and continuously hides sexualized comments on posts featuring child models. The extent of these troubling and illegal comments was unknown before turning on Respondology for comment moderation.
With these hateful comments gone, the marketing team at this company has felt freer to post positive, brand-specific content. Their audience has felt comfortable engaging with the brand, boosting physical revenue, brand value, and equity.
Don’t just post. Protect.
Experience the power of Respondology’s comment moderation software first-hand.
