London North Eastern Railway
Delays and cancellations causing social media toxicity
London North Eastern Railway
Delays and cancellations
causing social media toxicity
Ensuring brand safety and protecting followers from online abuse
Ensuring brand safety and protecting followers from online abuse
8,000
comments collected & processed monthly
250+
hrs saved in moderating comments
63.9%
increase in engagement on Instagram
The impact of social media on the travel sector
In today's digital age, social media is not just a platform for sharing travel experiences; it is a critical factor in the decision-making process for potential travellers. Research shows that 81% of Gen Z and 75% of Millennials consider social media when choosing a travel destination. This trend underscores the importance of maintaining a positive and engaging online presence for travel companies.
Social media is both an opportunity and a challenge for travel industry leaders, such as rail operators, airlines, and tour companies. While it offers a platform to engage with customers, promote services, and build brand loyalty, it also exposes companies to the risks of public criticism and negative feedback. This is particularly true when unexpected disruptions occur, such as delays or cancellations, often beyond the company's control.
Despite the sector's commitment to exceptional service, they frequently face criticism from frustrated customers during events like strikes. The result is a flood of toxic comments, including profanity, insults, and identity attacks, which damage the brand's reputation and influence how potential customers view them.
The impact of social media on the travel sector
In today's digital age, social media is not just a platform for sharing travel experiences; it is a critical factor in the decision-making process for potential travellers. Research shows that 81% of Gen Z and 75% of Millennials consider social media when choosing a travel destination. This trend underscores the importance of maintaining a positive and engaging online presence for travel companies.
Social media is both an opportunity and a challenge for travel industry leaders, such as rail operators, airlines, and tour companies. While it offers a platform to engage with customers, promote services, and build brand loyalty, it also exposes companies to the risks of public criticism and negative feedback. This is particularly true when unexpected disruptions occur, such as delays or cancellations, often beyond the company's control.
Despite the sector's commitment to exceptional service, they frequently face criticism from frustrated customers during events like strikes. The result is a flood of toxic comments, including profanity, insults, and identity attacks, which damage the brand's reputation and influence how potential customers view them.
Challenge
LNER was concerned that this toxicity could turn away potential customers and employees, thereby affecting revenue. According to the Edelman Trust Barometer Special Report: Brands and Social Media, nearly 48% of consumers believe that brands are accountable for the content near their advertising and perceive it as a reflection of the brand's values. To address these challenges, LNER sought an effective moderation solution to filter out toxic comments and safeguard its brand image.
Solution
- Arwen analyzed LNER comments, categorizing them to offer valuable insights into the types of spam and toxic content LNER received.
- Arwen and LNER set specific tolerance thresholds and developed a custom model to ensure legitimate complaints weren't blocked. This model automatically removes toxicity from social media such as profanity, insults, and identity attacks, while allowing constructive criticism and feedback to remain visible.
- With these custom filters in place, Arwen began actively moderating LNER's social media channels. The system filtered out unwanted comments, helping to maintain a positive online environment and protect the company's reputation.
- Arwen also categorized customer interactions, such as questions and service requests. This feature provided LNER with insights into what their customers were discussing most frequently, allowing for more targeted and effective engagement on their social media platforms.
Challenge
LNER was concerned that this toxicity could turn away potential customers and employees, thereby affecting revenue. According to the Edelman Trust Barometer Special Report: Brands and Social Media, nearly 48% of consumers believe that brands are accountable for the content near their advertising and perceive it as a reflection of the brand's values. To address these challenges, LNER sought an effective moderation solution to filter out toxic comments and safeguard its brand image.
Solution
- Arwen analyzed LNER comments, categorizing them to offer valuable insights into the types of spam and toxic content LNER received.
- Arwen and LNER set specific tolerance thresholds and developed a custom model to ensure legitimate complaints weren't blocked. This model automatically removes toxicity from social media such as profanity, insults, and identity attacks, while allowing constructive criticism and feedback to remain visible.
- With these custom filters in place, Arwen began actively moderating LNER's social media channels. The system filtered out unwanted comments, helping to maintain a positive online environment and protect the company's reputation.
- Arwen also categorized customer interactions, such as questions and service requests. This feature provided LNER with insights into what their customers were discussing most frequently, allowing for more targeted and effective engagement on their social media platforms.
"Arwen has been valuable in helping us maintain a positive and respectful online community. Its advanced moderation enables us to identify and eliminate harmful comments while simultaneously guaranteeing that genuine customer feedback and inquiries are acknowledged. Arwen's insights have provided us with a broader understanding of our customers' concerns, enabling us to respond more effectively and improve our service."
"Arwen has been valuable in helping us maintain a positive and respectful online community. Its advanced moderation enables us to identify and eliminate harmful comments while simultaneously guaranteeing that genuine customer feedback and inquiries are acknowledged. Arwen's insights have provided us with a broader understanding of our customers' concerns, enabling us to respond more effectively and improve our service."
Impact
After using Arwen, LNER experienced significant improvements across multiple social media profiles:
- More than 8,000 comments processed monthly, ensuring timely and effective moderation
- Saving over 250 hours each month in manual moderation, allowing the team to focus on strategic initiatives
- Achieving a 63.9% increase in engagement on Instagram, enhancing customer interaction and brand presence
These outcomes showcase a more efficient, safe, and engaging social media environment whilst protecting LNER's employees and brand reputation.
Impact
After using Arwen, LNER experienced significant improvements across multiple social media profiles:
- More than 8,000 comments processed monthly, ensuring timely and effective moderation
- Saving over 250 hours each month in manual moderation, allowing the team to focus on strategic initiatives
- Achieving a 63.9% increase in engagement on Instagram, enhancing customer interaction and brand presence
These outcomes showcase a more efficient, safe, and engaging social media environment whilst protecting LNER's employees and brand reputation.
LNER is on track with social media safety.
Secure your brand's journey today.