“Don’t read the comments” is one of those clichés that sticks around because it’s still good advice — maybe the best advice. But the team at Respondology is trying to change that.

The company started out by helping brands find and respond to messages on social media. Senior Vice President of Sales Aaron Benor explained that in the course of that work, it also built a tool to mitigate “the vitriol, the awful toxicity of online social media.”

“We realized that the tool had a lot more legs than we thought, and we decided to pursue it full force and sunset the advertising business,” Benor said. “What really I love about this new product is that the big picture, long-term, is: We can put an end to cyberbullying.”

That’s a big goal, and to be clear, Respondology isn’t trying to reach it immediately. Instead, it’s launching a product called The Mod that allows individual brands and influencers to weed out toxic, trollish or spammy comments on Instagram and YouTube, rendering them invisible to most followers.

Read the full article on techcrunch.com.