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How an International Health & Beauty Retailer Protects Ad Revenue and Brand Reputation with Social Media Comment Moderation

Toxic comments and scammers threaten brand safety and the bottom line

Customers in more than seven countries rely on this health and beauty retailer for everything from prescriptions to beauty products and more. Customers interact with their social media in several languages and their comment volume was more than their marketing team could handle. With over 1,200 comments per day, toxic conversations began to grow. This threatened their ad revenue and brand reputation. Frequently, their team would need to hide posts that were toxic, hateful, or sexual in nature, as well as posts that linked to illegal spam and fraudulent activities.

Their agency of record brought them to Respondology, which provided comment management software with three distinct layers of protection – custom keywords and business rules, generative AI, and human moderators – that work together to protect their comment section from spam, bots, and toxic discourse. This freed their team to focus on content and customer engagement, driving revenue, deepening customer relationships, and boosting sales.

Before Respondology

This brand’s social comment sections were full of:

  • Increased toxicity correlated with difficult-to-predict spikes in comment volume
  • Targeted attacks on the LGBTQ+ community and other marginalized groups
  • Scams and misleading advertising, fraud, and other dangerous and illegal activities

With Respondology

Using Respondology’s three layers of brand protection, their marketing
team found:

  • Problematic comments that were previously unknown could be identified and hidden
  • Effective comment moderation across tens of thousands of comments per month
  • Custom filters that identified trends in toxic comments, allowing controversial, sexual, or hateful comments to be hidden faster

+

0

comments moderated
per day

of hidden comments are hidden outside of working hours

%

0

%

0

up to 18.8% of all comments hidden were on trending topics that would have been difficult to moderate manually

Health and Beauty Retailer Comment Moderation Case Study

The Problem

Hard-to-predict toxic comments threatened reputation and revenue

Before choosing Respondology, this retail brand found it difficult to predict trends in comment volume. They saw that toxic comments increased along with general comment volume but had no way of knowing when these spikes would occur. This made manual moderation an ongoing challenge, particularly since such a large percentage of these comments were on trending topics that were difficult to predict or identify in advance. Their brand reputation, ad revenue, and overall sales were at risk.

This brand’s social media team also struggled to protect their audience from swearing, sexualized comments, anti-LGBTQ+ hate, and other brand-damaging sentiments. This left their audience exposed to this toxic discourse – a problematic issue considering that 47% of consumers say that they associate harmful comments on a brand’s social media accounts directly with the brand.

Scammers also targeted this brand frequently, posting fraudulent and illegal links that put their audience at risk and damaged revenue. Re-aligning their social media presence with the brand’s values was critical.

The Solution

Immediate protection through custom keywords and phrases

Once this brand started working with Respondology, the effect on their social media presence was immediate. Their first action was developing their own set of custom keywords and phrases that quickly came to account for the largest percentage of comments hidden. These phrases and rules helped their team manage the unpredictable spikes in toxic comments that would follow periodic ad posts and offered reassurance that even in these busy periods, their comment sections were moderated effectively and aligned with the brand’s goals and values.

By removing these hateful posts, spam messages, and targeted attacks on specific groups, this brand improved the performance of their ad campaigns and boosted engagement with their audience. With Respondology’s three layers of brand protection reviewing 91,000+ comments and counting, this team has greater control over their marketing strategy and more free time todeepen relationships with their audience.

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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