Mercedes AMG F1
Dealing with toxic social media comments
Mercedes
Dealing with toxic social media comments
From toxicity to activity: how we re-engaged Mercedes' followers
From toxicity to activity: how we re-engaged Mercedes' followers
70%
reduction in toxic comments posted
29%
followers actively re-engaged
5%
increase in post views
Dual impact of social media on sports and community
Sports have always drawn intense emotions, historically kept within bounds by societal norms. Now, as sports discussions move online, social media showcases both its strengths and weaknesses. It allows for global connections, enabling fans to support athletes and celebrate victories together, but it also lets negative and toxic behaviors like harassment thrive without immediate social consequences.
The shift to digital has significantly changed fan interactions, which is now impacting the sports experience. 40% of individuals report feeling threatened or frightened by such interactions, while an astonishing 80% having encountered online hate, according to a whitepaper published by the FIA, the global motorsports organisation.
This increase in toxic online behavior damages the growing diversity of sport audiences. In our attention economy, the hate is actively damaging attention. What's required is a shift towards actively moderating the worst social comments, to promote safety and inclusivity for all fans. Arwen's auto-moderation suite of products are helping to ensure that sports are a source of joy and community in the digital age, keeping the spirit of true sportsmanship alive.
Dual impact of social media on sports and community
Sports have always drawn intense emotions, historically kept within bounds by societal norms. Now, as sports discussions move online, social media showcases both its strengths and weaknesses. It allows for global connections, enabling fans to support athletes and celebrate victories together, but it also lets negative and toxic behaviors like harassment thrive without immediate social consequences.
The shift to digital has significantly changed fan interactions, which is now impacting the sports experience. 40% of individuals report feeling threatened or frightened by such interactions, while an astonishing 80% having encountered online hate, according to a whitepaper published by the FIA, the global motorsports organisation.
This increase in toxic online behavior damages the growing diversity of sport audiences. In our attention economy, the hate is actively damaging attention. What's required is a shift towards actively moderating the worst social comments to promote safety and inclusivity for all fans. Arwen's auto-moderation suite of products are helping to ensure that sports are a source of joy and community in the digital age, keeping the spirit of true sportsmanship alive.
Challenge
The extent of the hostility was so severe, threatening to spill into the real world. This concerned the team because it could push away new more diverse fans, attracted by popular shows like Drive to Survive. This particularly important as Arwen's early analysis revealed that, although female fans made up under 20% of fans, they were by far the most positive - contributing over 60% of the teams more positive comments. Mercedes therefore asked Arwen to cover all their branded profiles, as well as named drivers.
Solution
- We started by identifying the specific types of spam and toxic comments on Mercedes’ social media profiles. This allowed us to create filter settings tailored to their unique needs
- Arwen then began to moderate and analyze comments in real-time, covering both the team’s branded profiles and the individual profiles of drivers like Lewis Hamilton and George Russell
- As Arwen processed more comments, it continuously improved, becoming more adept at distinguishing between harmful and harmless interactions, adapting based on the nuances of race-related discussions and fan feedback
- We established a regular reporting routine to ensure Mercedes could see how our moderation improved positive interactions. This way, they had clear evidence that fan support and constructive criticism were maintained while the toxicity was moderated
Challenge
The extent of the hostility was so severe, threatening to spill into the real world. This concerned the team because it could push away new more diverse fans, attracted by popular shows like Drive to Survive. This particularly important as Arwen's early analysis revealed that, although female fans made up under 20% of fans, they were by far the most positive - contributing over 60% of the teams more positive comments. Mercedes therefore asked Arwen to cover all their branded profiles, as well as named drivers.
Solution
- We started by identifying the specific types of spam and toxic comments on Mercedes’ social media profiles. This allowed us to create filter settings tailored to their unique needs
- Arwen then began to moderate and analyze comments in real-time, covering both the team’s branded profiles and the individual profiles of drivers like Lewis Hamilton and George Russell
- As Arwen processed more comments, it continuously improved, becoming more adept at distinguishing between harmful and harmless interactions, adapting based on the nuances of race-related discussions and fan feedback
- We established a regular reporting routine to ensure Mercedes could see how our moderation improved positive interactions. This way, they had clear evidence that fan support and constructive criticism were maintained while the toxicity was moderated
“Arwen has helped us live up to our diversity and inclusion commitments by removing spam and toxicity from our social channels.”
“Arwen has helped us live up to our diversity and inclusion commitments by removing spam and toxicity from our social channels.”
Impact
The positive impact of Arwen's solution for Mercedes has been substantial over the past three seasons, protecting the wellbeing and performance of both team and drivers from toxic comments and stopping a toxic minority from damaging the experience of the wider majority of diverse drivers. It also allowed the social team to focus more on creating content for their community.
Here’s how things have improved:
- Toxic comments dropped by 70%, making their socials safer for everyone
- 29.3% of Mercedes F1 fans are active again, enjoying the content more
- 5% more views on Instagram; more people are seeing what Mercedes shares
These improvements show just how well Arwen has helped create a friendlier and more welcoming space for both fans and athletes. Additionally, the insights dashboard offered deep insights into fan behavior and identifying micro-influencers, further enriching Mercedes' strategy for fan engagement.
Impact
The positive impact of Arwen's solution for Mercedes has been substantial over the past three seasons, protecting the wellbeing and performance of both team and drivers from toxic comments and stopping a toxic minority from damaging the experience of the wider majority of diverse drivers. It also allowed the social team to focus more on creating content for their community.
Here’s how things have improved:
- Toxic comments dropped by 70%, making their socials safer for everyone
- 29.3% of Mercedes F1 fans are active again, enjoying the content more
- 5% more views on Instagram; more people are seeing what Mercedes shares
These improvements show just how well Arwen has helped create a friendlier and more welcoming space for both fans and athletes. Additionally, the insights dashboard offered deep insights into fan behavior and identifying micro-influencers, further enriching Mercedes' strategy for fan engagement.
Mercedes has won the social media safety race.
Are you ready to start yours? Have one of our advisors show you how.