Historic Royal Palaces
Preserving Heritage, Protecting Conversations.
Historic Royal Palaces
How AI moderation tackles hate speech and spam at scale.
How AI moderation tackles hate speech and spam at scale.
36,316
total comments monitored
2,660
harmful comments moderated
13
profiles protected
Improving customer experience through safeguarding
Historic Royal Palaces (HRP) is an independent charity that manages iconic landmarks such as the Tower of London and Hampton Court Palace. As a prominent cultural organisation, HRP maintains a strong social media presence to engage a global audience, promote events, and drive visitation. However, as their online presence grew, they faced increasing challenges in managing comment volumes across both paid and organic posts.
Paid Facebook ads posed a particularly severe challenge, as images of diverse families attracted harmful comments, including hate speech and divisive political opinions. With engagement spiking during holidays and weekends, HRP’s small social media team struggled to manually moderate thousands of incoming comments, often falling behind and risking reputational damage. Existing tools were insufficient in accurately detecting harmful content, and the leftover toxic comments prevented their community from being a positive and inclusive space.
HRP recognised the need for an efficient, scalable moderation solution to protect their community. To address these challenges, HRP partnered with Arwen to automate comment moderation and safeguard their social media channels.
Improving customer experience through safeguarding
Historic Royal Palaces (HRP) is an independent charity that manages iconic landmarks such as the Tower of London and Hampton Court Palace. As a prominent cultural organisation, HRP maintains a strong social media presence to engage a global audience, promote events, and drive visitation. However, as their online presence grew, they faced increasing challenges in managing comment volumes across both paid and organic posts.
Paid Facebook ads posed a particularly severe challenge, as images of diverse families attracted harmful comments, including hate speech and divisive political opinions. With engagement spiking during holidays and weekends, HRP’s small social media team struggled to manually moderate thousands of incoming comments, often falling behind and risking reputational damage. Existing tools were insufficient in accurately detecting harmful content, and the leftover toxic comments prevented their community from being a positive and inclusive space.
HRP recognised the need for an efficient, scalable moderation solution to protect their community. To address these challenges, HRP partnered with Arwen to automate comment moderation and safeguard their social media channels.
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Challenge
HRP's small social media team faced significant challenges in reviewing and moderating an overwhelming amount of comments due to their growing social media presence, particularly during weekends and holidays. Paid Facebook ads proved especially problematic, attracting up to 30 harmful comments per ad, including hate speech and divisive political content that could damage HRP’s reputation and discouraging audiences from engaging with ad campaigns or visiting their sites.
Manual moderation and inadequate tools made it difficult to differentiate between harmful and appropriate engagement. HRP’s workflow left little room for proactive audience interaction, as valuable time was spent removing spam and toxic content. Senior leadership grew concerned about the reputational risks posed by visible hate speech and spam on ads, particularly campaigns featuring diverse families or heritage-related topics.
Resource constraints further exacerbated these issues. The social media team manages 13 profiles across multiple platforms, and seasonal peaks during holidays created additional pressure. Weekend coverage relied on PR teams, who lacked the bandwidth for detailed moderation, leaving HRP struggling to maintain a positive and welcoming online presence.
Challenge
HRP's small social media team of three faced significant challenges in moderating an overwhelming amount of comments due to their growing social media presence, particularly during weekends and holidays. Paid Facebook ads proved especially problematic, attracting up to 30 harmful comments per ad, including hate speech and divisive political content that could damage HRP’s reputation and discouraging audiences from engaging with ad campaigns or visiting their sites.
Manual moderation and inadequate tools made it difficult to differentiate between harmful and appropriate engagement. HRP’s workflow left little room for proactive audience interaction, as valuable time was spent removing spam and toxic content. Senior leadership grew concerned about the reputational risks posed by visible hate speech and spam on ads, particularly campaigns featuring diverse families or heritage-related topics.
Resource constraints further exacerbated these issues. The social media team managed 13 profiles across multiple platforms, and seasonal peaks during holidays created additional pressure. Weekend coverage relied on PR teams, who lacked the bandwidth for detailed moderation, leaving HRP struggling to maintain a positive and welcoming online presence.
Solution
- Arwen tailored and trained AI classifiers using advanced LLMs to detect spam and hate speech comments, while allowing relevant, factually correct discussions to remain visible. Negative comments were acceptable - it was just the toxic comments that mattered.
- Arwen’s solution was integrated onto the 13 HRP profiles across Facebook, Instagram, TikTok, and X, ensuring consistency and comprehensive moderation.
- AI moderation now swiftly removes toxic comments on paid campaigns and organic posts within seconds, protecting HRP’s reputation. This ensured HRP’s campaigns encouraged engagement without inappropriate comments driving visitors away.
- Automated moderation significantly reduced the workload for HRP’s small team, enabling them to focus on community engagement and proactive initiatives.
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“Keeping our social media platforms a safe space where positive conversation can thrive is of the upmost importance to us at Historic Royal Palaces. However, as social media becomes an ever more divisive space, moderation is a growing challenge. Adopting Arwen AI has been game changing for our moderation team, not only helping with resourcing but also giving us the confidence that unwanted and hateful comments are hidden in real time. This has enabled us to give more time to fostering positive and engaging conversation, and sharing the content our audiences love."
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Impact
Arwen created a safer and more engaging space for HRP’s global audience, enhancing user experience and protecting their brand reputation. By automating moderation, HRP could confidently run campaigns without fear of harmful content discouraging potential visitors or derailing conversations.
- Since implementation, Arwen has monitored over 36,000 comments, moderating 2,660 toxic and spam comments effectively.
- With consistent moderation across 13 social media profiles, including Facebook, Instagram, TikTok, and X, HRP now has reliable, real-time protection against toxicity and spam.
- This improved moderation has enabled HRP to enhance their audience’s experience, while their team operates with greater efficiency during peak periods, such as holidays and high-engagement campaigns.
Impact
Arwen created a safer and more engaging space for HRP’s global audience, enhancing user experience and protecting their brand reputation. By automating moderation, HRP could confidently run campaigns without fear of harmful content discouraging potential visitors or derailing conversations.
- Since implementation, Arwen has monitored over 36,000 comments, moderating 2,660 toxic and spam comments effectively.
- With consistent moderation across 13 social media profiles, including Facebook, Instagram, TikTok, and X, HRP now has reliable, real-time protection against toxicity and spam.
- This improved moderation has enabled HRP to enhance their audience’s experience, while their team operates with greater efficiency during peak periods, such as holidays and high-engagement campaigns.
Historic Royal Palaces has taken the next steps.
Are you ready to take yours?