The need for content moderation

In today’s world, be it hotel booking, deciding which airline to take, or choosing the right pair of shoes, customers tend to trust user reviews posted on various online forums. A Nielson report states, “42% of the customers are more likely to trust a recommendation from another person over branded content.” *

Our dependency on user reviews for the service or product has significantly increased in the last couple of years. In fact, 50 percent of consumers say user generated content is more trustworthy than other types of media, and 35 percent say it is more memorable**. This user-generated content (UGC) is massively influencing masses.

However, it is also alarming how UGC can also be malicious. The threat of inappropriate content includes fake news, hate speech, adult content, abusive, and violent comments – all of which are going viral on a daily basis. This can potentially hurt brands, and organizations need to be more agile and spontaneous in order to curb the growing threat of irrelevant content.

Having the right content is not an easy job. It requires meticulous planning and monitoring, and moderating content 24/7.

Why should you moderate content?

It increases your connect with users

With the increasing usage of UGC, organizations are getting a completely new perspective of their customer base. Very recently, a famous mouthwash product claimed to know their customer base and the usage of its product. Through a web forum, they figured out that their product is majorly used as a toenail fungus treatment and not as a mouthwash.

To ensure rapid action to change course of the services or the product itself, it is critical to proactively monitor and moderate the content real time.

Increases your brand value and boosts marketing campaigns

Traditional digital advertisement models are slowly hitting the ground with users gaining more control of what they want to see. With this, UGC forums are becoming more popular to drive marketing campaigns. It is making marketing more human. This also means organizations need to ensure that UGC is moderated real time for maximum results.

With UGC increasing cumulatively with every passing year, a scalable, efficient and effective solution is required.

How to moderate content

Artificial Intelligence (AI) evolution will play a significant role in the future of content moderation. AI currently plays a vital role in detecting and evaluating spam, abusive, inappropriate comments. In the recent times, AI has evolved to moderate visual content such as videos and images successfully as well.

AI would amplify the productivity of content moderation, however, does that mean we do not need human moderators?

While testifying before US Congress in April 2018, Facebook CEO Mark Zuckerberg said***, “Hate speech-I am optimistic that over a five-to-10-year period we will have AI tools that can get into some of the linguistic nuances of different types of content to be more accurate, to be flagging things to our systems, but today we’re just not there on that.”

If we go by that, we still need humans to support the AI activity of content moderation. As AI capability speeds up with every passing day, there is a huge potential for human intervention to detect and prevent different kinds of inappropriate content published on the internet. The right balance of AI along with an efficient team of moderators would be required to keep our trusted internet safe and relevant.

Endnote

About the Author

Debjit Maitra - Digital Marketing and Content Services, Wipro Ltd.

Debjit is a digital content and marketing expert with over 16 years of experience in Wipro. With a career spanning over a decade in the Business Process Services (BPS) industry, Debjit has handled multiple responsibilities like Operations, Transitions, Transformation, Business Process Reengineering, and Process Consulting for multiple Industries. He leads the ‘Protect the Internet’ services within Digital Operations and Platforms business.

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