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How a Professional Football Franchise Used Comment Moderation to Fight Toxicity and Create a Healthier Space for Fans

The battle to protect players and fans from spam, bots, and hateful comments

The Denver Broncos are a $5.1 billion franchise that is dedicated to protecting its fans, players, and brand. Keeping their social media comment sections free from spam, bots, and hateful slurs was a top priority, but quickly became impossible for their team to handle. Rather than spending their game day connecting with fans and creating meaningful content, the team’s marketing staff were hiding illegal links to streaming services and ticket sellers, as well as moderating and hiding comments full of toxicity and hatred.

Any attempt at connecting with their audience through celebratory occasions like Black History Month or Pride was met with increased hatred. With 49% of comments on social media posted on nights and weekends, and 47% of fans associating negative comments directly with the brand, the Broncos faced a critical challenge in safeguarding brand safety, revenue, and engagement on their socials around the clock.

The Broncos’ social media team needed help reigning in spam and bots while separating toxic discourse from healthy trash talk. By enlisting Respondology’s comment management software powered by keyphrases and business rules, generative AI, and human moderators, they were able to eliminate revenue-draining illegal activity in their comment sections, save time, and create a healthier environment for fans online.

Before Respondology

  • Targeted sexualized and body-shaming comments were present in their comment section.
  • Authentic discourse with their audience was stifled by this ongoing toxicity.
  • Spam comments linked to both humans and bots frequently posted links to counterfeit goods.

With Respondology

After enabling Respondology’s three layers of brand protection, this team found:

  • The near-instant hiding of hateful and homophobic comments, particularly when they posted about sensitive events like the Club Q Nightclub shooting in 2022.
  • Effective comment moderation on over 26,000 comments per day.
  • Filters that could be customized to their needs, ensuring the healthy trash talk of sports wasn’t lost while protecting individual staff and fans.

K+

0

comments moderated
per day

of comments hidden
were spam

%

0

%

0

of comments hidden occur on nights & weekends on average

The Problem

Overwhelmed with game-day toxic comments and illegal streaming links

Before working with Respondology, the Denver Broncos struggled to effectively moderate their social media, particularly during their active playing season when comment volume increased 4x. During events like Pride Month and Black History Month, their comment section would fill with anti-LGBTQ+ sentiments, sexual references, racism, and hate. After game losses, this trend would spike.

Additionally, illegal streaming and ticket links were rampant, taking away revenue from the organization and from advertisers on game day.

To protect the team’s integrity and safeguard their brand, marketing staff were forced to manually sift through more than 26,000 comments per day, which, by our manual moderation calculator equates to 72 human hours per day (or, three dedicated full-time employees working 24/7 on comment moderation alone).

The Solution

Immediate control with Respondology results in engaged fans and a brand protected

After partnering with Respondology, they regained control of their online presence, overnight. This saved valuable hours and offered peace of mind that, even when their staff was focused elsewhere, their comment sections were being moderated effectively.

They were even able to schedule a post honoring the memory of those lost at the Club Q Nightclub shooting in 2022, secure in the knowledge that Respondology would immediately detect and hide any anti-LGBTQ hatred that was posted in response.

With spam, bots, hatred, and toxicity out of the comment sections, Broncos fans are more engaged, brand safety is in check, and the marketing team is freed up to focus on what truly matters – content and engagement.

Don’t just post. Protect. 

Experience the power of Respondology’s comment moderation software first-hand. 

Before Respondology

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With Respondology

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The Problem

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The Solution

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