User-generated content (UGC), including comments, reviews, and social media posts, can significantly impact a business’s reputation. With 79% of users saying that UGC influences their purchasing decisions, it is only imperative for companies to invest in content moderation services.
Without content moderation, companies can suffer a backlash from unmoderated UGC. For instance, McDonald’s #McDStories campaign encouraged Twitter users to share heartwarming stories about their Happy Meals. Unfortunately, the campaign went out of control as people tweeted their unpleasant experiences instead.
To avoid this risk, it’s essential to moderate online platforms. Businesses can partner with a content moderation company to achieve successful UGC campaigns.
What is Content Moderation?
Content moderation refers to managing UGC, including texts, photos, and videos uploaded by users on websites, social media pages, and other online spaces.
Content moderators review all submissions to ensure compliance with the brand’s predefined policies, including regulations on spam, hate speech, cyberbullying, and violence, among others.
Here are a few methods on how to regulate online content:
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Pre-moderation
This method screens UGC before it surfaces on the platform. Content moderators may approve or disapprove a post, depending on the existing guidelines. This method offers high control over inappropriate content, but it is not ideal for companies that bank on real-time interactions.
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Post-moderation
Unlike pre-moderation, post-moderation allows any content to surface on the platform. Content moderators review it as it is published. While this method is beneficial for real-time interactions online, it doesn’t fully safeguard users from exposure to harmful content.
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Reactive moderation
Companies that want a cost-effective option may employ reactive moderation, which relies on users reporting unwanted content. This method implements report buttons and offers customer support. However, this method cannot stand alone and must be complementary to other moderation techniques.
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Distributed moderation
Like reactive moderation, distributed moderation depends on the efforts of online communities to keep digital spaces safe for everyone. It uses voting systems where the community members decide which posts should be highlighted, flagged, or removed. While this encourages community participation, this method shouldn’t be used as a standalone strategy.
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Automated moderation
Artificial intelligence (AI) is a game-changer for content moderation companies that want to offer automated content moderation services. Using algorithms, content that contains hateful language, explicit sexual imagery, and graphic violence can quickly be detected and removed. This method is ideal for businesses that handle various content formats and cater to a diverse customer base.
Importance of Content Moderation
While companies can train an in-house moderation team, many prefer to hire third-party providers offering content moderation as a service. From e-commerce to other branches of business industries, partnering with a trustworthy content moderation company is vital in upholding brand reputation.
Here are six reasons why content moderation is important for online businesses:
1.Protecting Online Brand Reputation
UGC drives business growth. By enhancing customer engagement, it provides businesses with a competitive edge. However, UGC comes with a few dangers that may pose reputational risks.
Through content moderation, offensive and potentially damaging UGC can be filtered and removed to protect a company’s online reputation. Content moderators are equipped with skills and training to identify which content is acceptable and which doesn’t comply with the platform guidelines.
2.Balancing Free Speech and Compliance
By investing in content moderation services, organizations can effectively balance freedom of speech and platform guideline compliance. Companies that encourage users to voice their concerns about the brand are more likely to attract more customers and maintain brand loyalty.
In fact, around 86% of consumers value authenticity when choosing a brand to support, so it is not always advisable to remove all negative comments on a platform. Businesses can greatly benefit from acknowledging customer feedback to improve their marketing strategies.
3.Ensuring Customer Safety and Satisfaction
With how content moderation works, it’s possible to ensure customer safety and satisfaction. On the one hand, it alleviates the negative impact of unwanted content on user well-being. On the other hand, it keeps them safe from online scams, identity theft, and other cybercrimes.
Content moderators remove suspicious links and accounts on the platform that may be associated with fraudulent activities. As a result, customers can have a risk-free experience, increasing engagement and satisfaction rates.
4.Driving Organic Traffic and Boosting Rankings
Content moderation helps increase traffic on a brand’s website by ensuring that all content aligns with the company’s goals and values. With increased website traffic, businesses can elevate their ranking on search engines. This is a great way to expand brand awareness and drive up sales.
5.Building Stronger Customer Relationships
Content moderation services are also essential in improving relationships between brands and customers. They allow businesses to learn more about their customers through analytics. By utilizing AI-based systems, moderators can analyze customer comments, reviews, and feedback and convert their sentiments into quantifiable data. These insights can be used to create campaigns that align with the customer’s demands and expectations.
6.Preventing Legal Issues
As harmful content continues to surge, businesses must adopt the best content moderation practices to prevent legal issues that could tarnish the brand’s image. By staying up-to-date on the laws and regulations regarding harmful online content, content moderators can eliminate the risk of legal problems.
Embracing Content Moderation to Safeguard Business Reputation and Success
With user-generated content wielding immense influence over brand reputation and consumer behavior, investing in content moderation services is paramount. By swiftly addressing harmful content, businesses can safeguard their reputation, foster positive interactions, and drive sustained success in an ever-evolving online business landscape.
