In this digital era, every second a lot of content is getting added to the pool of information on the internet. It is crucial for brands to ensure that the added content from the consumers does not affect the brand’s reputation and credibility.
Here comes the role of content moderation.
What is Content Moderation
Content moderation is the process of removing inappropriate content that a user posts online. There is a pre-set guideline for each brand or business that lays down the rules for appropriate content. Content moderation is the process to filter out or remove any content that does not abide by the guideline. Such type of inappropriate content may include hate speech, violence, nudity, copyright infringements, etc. Content moderation is primarily used by marketplaces, social media platforms, dating websites, forums, etc.
Why is Content Moderation Important?
Today most brands and businesses rely on user engagement and the content posted by online users. For instance, take the eCommerce platforms. The review section is of utmost importance. We all go and check the reviews before buying a product. Now certain reviews can be very negative with offensive language, violating the standards, and disrupting the peace. In such cases, brands have to take action. Content moderation becomes of utmost importance.
With content moderation, brands can make sure that their platform serves its purpose rather than giving space for spam and violence.
Different Types of Content Moderation
Many factors play a role when it comes to content moderation. So, there are different types of content moderation. Let’s have a look.
Content Moderation – Via AI
By leveraging AI, moderation becomes easy. The AI-powered algorithms check the data for inappropriateness and filter it. It reduces human efforts and saves them from psychological trauma too.
With robust algorithms, relationships between data and complex patterns can also be won.
Still, the AI-powered content moderation process does require a slight human moderation. A mixture of technology and human moderation results in better outcomes.
Content Moderation – Automated Moderation
With this moderation, user-generated content is accepted, refused, or sent for review based on certain set automation as per the brand’s guidelines and set of rules. This is the most ideal type of moderation as this makes sure that the content goes live instantly.
Content Moderation – Pre-Moderation
This is one of the best content moderation techniques. Pre-moderation ensures that whatever content goes on the platform goes only after the scrutiny of an employee. The content is first sent to the review queue and only when it meets the guidelines it is posted online on the platform.
While this process is extremely helpful it is very slow and not very suitable for the fast-paced online world.
With the Post-moderation technique of content moderation, the user is able to post the content online but it can be taken down after review. The moderation team tries to reduce the review time so that the negative comment doesn’t remain for long online and hurt the brand’s reputation. Post-moderation is not as effective as pre-moderation but is helpful for the digital business.
Content Moderation – Distributed Moderation
This type of moderation entirely depends on the community (online). Users are given a rating system to mark whether the content matches the guidelines or not. This method is used very less as this poses significant challenges for brands considering their reputation and credibility.
What types of Content you can moderate?
Content moderation includes checking, analyzing, and filtering different types of content. This includes the following types
Text is the most widespread type of content that online users use online. Texts can be a part of videos, memes, and images too.
Filtering inappropriate text can be a herculean task. Text is involved in multiple places online – articles, blogs, social media discussions, forums, comments, reviews, etc.
While moderating text content one does not just need to check the offensive words. Many offensive sentences can be made of appropriate words. Thus it is a difficult task to look for each and every word and the complete sense that the statement makes.
Image moderation is pretty straightforward which is easier than text moderation. But content moderation of images has its own risk. Content moderators are exposed to pathetic and disturbing images which make their job very difficult.
Remember those blurred images that you see sometimes on online platforms? Imagine how difficult it would have been for the moderators to see, analyze and finally decide that they should not reach you directly.
Image content moderation is a hot topic for platforms that are visual-oriented like Pinterest and Instagram.
While reviewing the video, content moderators have to ensure that the entire video is a fit. Even a single scene or title or sub-title which doesn’t meet the standards will be enough to take the video down.
Dos and Don’ts of Content Moderation
Content moderation is a tedious and judicious process. To ensure that the process goes well and meets expected outcomes it is important that you follow some dos and don’ts of content moderation.
Select your content moderation method
Based on your needs select which content moderation method would be right for you. This will depend on what is your target audience and your business requirements. For instance, Medium and Facebook are two different platforms with two separate user bases and purposes. Once you know your purpose and set of audience, you can go ahead with choosing the content moderation technique for you.
Set clear rules and guidelines
You must know what you truly want for your brand. If you fail to set clear guidelines and standards the efforts of your content moderating team will go in vain. This can hurt you financially and reputation-wise. Set a clear guideline so that your team knows what content is appropriate and what has to be taken down.
Moderate all types of content
Regardless of your niche, make sure that all types of content – image, video, text passes through the scrutiny of your team. Your focus should be on all types of content without prioritizing any. Nothing wrong should skip your eyes. Even a slight mistake can ruin a lot of efforts and your online image.
Misinterpret genuine content
A certain set of content may not be as your wish but still genuine. It may be harsh but it may not have anything wrong with it. Don’t reject it just because it is true but not as per your expectations. This will make your platform less authentic.
If you have just begun laying the foundation of your startup and you think that applying moderation techniques is too early now. You are wrong. If you delay applying content moderation techniques you will hurt your brand. As soon as your network kicks in you will find content flowing and by the time your take action it will be too late.
Employ too much of resources
Play smart. Use content moderation techniques and tools that are already doing well in the market. Don’t employ too many resources for content moderation.
Benefits of Content Moderation
There are multiple benefits of content moderation for a business. These include:
Content moderation protects your brand by controlling what users post online. You cannot control what users think but you can control what they post. With a team of content moderators, you can remove offensive languages that users post online. You can also protect other users of your platform from bullying.
Content moderation helps the team to get an insight into what other users think of their brand. While moderating content, the team can identify what are the users commonly think of the brand. This shall also open room for improvement. A deep insight can enable the team to form strategies and take actions to fulfil customer expectations.
If you provide your customers with the chance to post content on your platform it will attract high traffic. This will solidify your online presence. Enabling users to interact online with your platform is good but not monitoring the content can be harmful to the brand’s reputation. Always make sure that you moderate the user-generated content to ensure that the reputation and credibility of your brand are not harmed.
If you are organizing certain email and marketing campaigns user-generated content can make them more effective. Content moderation can help to scale your campaigns without any harmful effects. If users are submitting different types of content in your campaign then you need to properly review and filter them.
Content Moderation is a powerful technique that not only helps brands set their reputation but also makes the internet a safe place.
Brands need to analyze which content moderation technique is best for them. This will be based on their target audience and the types of content involved. Laying down specific guidelines is extremely important for the content moderation process to be successful.
If content moderation is done properly, it will help in building authentic and genuine brands that are user-friendly and peaceful.