Companies encourage their customers to post their content online via forums and social media platforms like Facebook, Twitter, YouTube, etc. – in order to have a strong online presence, to reach a larger customer base via crowdsourcing, to provide better customer experience through customer engagement and to build a positive brand image. Companies, while building their own community forums and social media platforms, there are also a set of challenges that come along the process.
The two major threats that companies face while using the social media platforms are first, the brand image or reputation is under stake – it is very easy for people to spam with inappropriate contents or spread fake news and spoil the brand image of the company. Secondly, it makes the users or customers feel insecure about the company due to spamming and irrelevant content.
Types of Spamming: Companies face different types of spamming, depending upon the type of products and services offered by the company, some of which are offensive languages, images or videos – spammers use dirty languages or nudity images to spoil the brand reputation, hence moderators use relevant tools and technologies to filter those words and remove instantaneously, also human intervention is necessary to remove images and video links which might be tricky for tools or technologies to capture. These kinds of spamming not only affect the brand image but leaves a big question on security concerns.
The second major threat is trolls and spammers who leave disregarding comments about your company’s product or service with the only purpose to spoil the brand image, among other users or customers. There are various reasons for people to troll or spam, some do to just earn publicity which leaves a damaged legacy for the companies and other reasons could be due to rivalry – competitors engage people to troll and spam a company’s social media platform to spoil the brand image.
Forum and Social Media moderation services are the best options to have control of these spammers and provide a better customer experience for the online community. Social media platforms are a great way to increase your customer base, build brand reputation, improve customer service, receive feedbacks and reviews via customer experience. Depending upon the type of requirements, companies have segmented the moderation services into three major types:
Automation in Moderation: After the advent of Robotic Process Automation (RPA), Artificial Intelligence (AI) and Machine Learning (ML) most of the companies are looking to automate their business processes, in order to reduce manual cost and to replace monotonous jobs with machines, thus the resource can be utilized for more productive jobs. On that front, companies are also building automation systems fed with keywords which filter the content posted on social media platforms and forums.
All the above-mentioned moderation types can be automated, by using automation systems like content filters to remove any unwanted content or comments but depending upon machines for the entire process is not a good approach, as in some cases the moderator should be able to edit according to the company’s guidelines and approve the same.
Importance of Human Intervention: It will be a dream come reality if we are able to automate all the process in moderation, but certain things need human intervention. Bots can find misspellings, people who spread bulk messages, text identification etc., but how can we expect an automated system to recognize the irony of a statement and the semantic nuances involved in it. This is where humans are irreplaceable
Hence it will be ideal to build a moderation support service comprising of the human workforce who can use the automated system to their best ability. A successful combination of these elements will help a company in having an optimized moderation service which can safeguard the brand image and users’ security.
The other important aspect of keeping humans as a priority in moderation series is leadership or ownership, an automated system can recognize to warn about the spams and even delete those contents, but only a human can take the ownership of a given situation to avoid any further escalations and provide an appropriate solution. Example: The best illustration can be cases where people use all the legitimate words and build to a content to promote their company’s product or service, since these don’t contain any harmful language a bot might miss it, but a human can detect very easily and take the necessary action.
24/7 protection: This is must when it comes to moderation services, as in most cases, spammers use their hands when the company is not in operation, for example, there have been complaints stating that the site has been flooded with unwanted comments during the night time when the company doesn’t operate, hence a 24-hours protection is vital for all the necessary reasons.
Considering all the odds and capabilities, it is inevitable that any company which wants to grow its brand and improve the customer experience will need to develop a strong social media or community platform. Nevertheless, all these come along with a great number of challenges that needs an introspection to tackle it, to have a competitive advantage among an ever-growing competition.
This is where Forum and Social Media Moderation services come into picture, again once decided to go for such services there are few key factors for considering like the type of moderation, tools to be used, training required for the employees about company’s products and services, sustaining the brand reputation and elevate customer experience and finally the expertise of service providers and cost-effectivenessOur Services