It needs more than designing and promoting your brand to maintain a good brand reputation. Today, almost every person has access to all the information online and can post any content anywhere. Thus, brands must keep their image protected from content that can damage it in any form. This is the reason content moderation for social media is imperative.
Besides, online presence is no longer a luxury bespoken for global companies and tech-savvy brands. It’s almost 2022, and by now, many of the firms have realised that a robust digital presence is essential. From local e-commerce markets to global online communities, most brands have a social media channel or blog at the least.
Moreover, content creators are churning out videos, photos, comments, and more at an unmatched rate. Anyone can post anything at any time, including phishing scammers, spammers, online trolls, and cyberbullies.
Some content trends come with their own set of risks. Let’s discuss some of the critical trends about content moderation:
Memes
The mishmash of images with text is not a new concept. Memes as content are just as famous as ever and increasingly troublesome. While memes can be amusing, they aren’t all suitable for audiences. Although most memes rely on satire and sarcasm to make a joke, there is also an increase in offensive memes having underlying tones of racism or discrimination.
The purpose of these memes is evident to an experienced human moderator who has the expertise to look at the image’s context that incorporates some kind of text. But, this subtlety makes such memes difficult for Artificial Intelligence to moderate. AI uses the techniques and programming to break down the image into text and picture elements and then analyse each element separately.
Though artificial intelligence may detect glaring offensive images or words, it may fail to detect how the meaning of a phrase or word can change from modest to inappropriate when paired with some pictures. Human moderation will be imperative to recognise context as long as memes are shared.
Nuance in Images or Speech
Over the past years, if anything is learned, the unanticipated political, religious, or cultural issues require sensitivity when they appear. The content that might be harmless six months ago might be inappropriate or offensive considering current events. In such a case, artificial intelligence can start recognising harmful content. But, the content that falls into grey areas should go through human moderators that can capture distinct nuance in images or speech.
Even then, it can be challenging for human moderators to determine how to address content that can be interpreted easily as positive or negative. In these cases, where it is not clear how the moderation go, detailed guidelines and communication become significant.
In-App and Live Chats
In-app chats can go more harm than good if left without moderation, from the gamer that takes a bit too far and harasses others verbally during the game in chats to the customer service representatives who a consumer criticises in live chat. And, blocking the simple words that are ‘bad’ isn’t enough anymore. Savvy users can convey hostility by using seemingly appropriate phrases and words.
Live-streamed jam sessions, customer service in-app chats, and live unboxing videos are brilliant ways to engage audiences. However, it is up to you to make an extra effort to keep the live stream while protecting the audience from offensive content posted by others.
Furthermore, it is equally crucial to monitor the visual content of a live stream. It can be achieved by a combination of live teams and AI. It would help determine which AI threat scores will decide immediate removal of the live video, for instance, the likelihood of nudity. Also, the content with mid to upper-range threats requires humans to validate.
Thus, escalating the content to live teams is imperative. When the content is handed over to moderators due to user reporting or artificial scoring, the moderators can elect to eliminate the hateful, off-topic, illegal, harmful, or otherwise questionable.
Machine-Generated Content and Spam
Ill-intentions or insensitive human creators are not the only challenges in content nowadays.
Machine-generated content has become more advanced, creating additional issues for existing platforms.
Moreover, malicious companies have become better at bypassing the account verification mechanism of the platform, enabling them to publish content that compromises with experience of users. So, whether it is a spam bot, real user, or AI, platforms require filtering all the content to fight growing threats.
To Wrap Up
With more and more organisations realising the value of having a solid online presence, the demand for content moderators has also increased. Moderation is a must if you want to keep your brand identity and community safe from damaging content. At Chekkee, they offer advanced services for content moderation for social media at affordable prices, including positive image building, monitoring audience content, improving business-to-client relationships, boosting audience engagement, and more.
