International News Broadcaster

Moderating toxic comments increases engagement by up to 17%

International News Broadcaster

Moderating toxic comments increases
engagement by up to 17%

Changing the Conversation: How AI Delivered Real Results

 
 
 

125k 

comments processed 

 
 
 

20%

of total comments moderated

 
 
 
 

24/7

AI based moderation

 
 
 
OVERVIEW

Managing Civic Dialogue on Social Media: A Challenge for News Broadcasters

For today’s news broadcasters, social media is a key tool to connect with audiences, share stories, and encourage real-time conversations. But it also brings a challenge: keeping the space respectful. News stories—especially those that are complex, sensitive, or divisive—often spark strong emotions, and some users may respond impulsively, posting angry or toxic comments without thinking about the story's details or how others might react.

 
 
 
 
 
 

This kind of behavior can quickly set a negative tone, affecting everyone who reads the comments, including younger viewers or people just looking to stay informed. What begins as an informative post can easily be overshadowed by hostile comments, turning the space into one that discourages constructive discussion. Even when the news is positive or neutral, a few negative reactions can change the conversation’s tone, lessening the story’s impact and sometimes driving readers away.

For news broadcasters, the aim is to create a space where people can share perspectives respectfully and learn from each other. Yet, with the fast pace and high volume of social media interactions, finding a balance between open expression and respectful discourse is an increasing challenge. 

 
 
 
 
Overview

Managing Civic Dialogue on Social Media: A Challenge for News Broadcasters

For today’s news broadcasters, social media is a key tool to connect with audiences, share stories, and encourage real-time conversations. But it also brings a challenge: keeping the space respectful. News stories—especially those that are complex, sensitive, or divisive—often spark strong emotions, and some users may respond impulsively, posting angry or toxic comments without thinking about the story's details or how others might react.

This kind of behavior can quickly set a negative tone, affecting everyone who reads the comments, including younger viewers or people just looking to stay informed. What begins as an informative post can easily be overshadowed by hostile comments, turning the space into one that discourages constructive discussion. Even when the news is positive or neutral, a few negative reactions can change the conversation’s tone, lessening the story’s impact and sometimes driving readers away.

For news broadcasters, the aim is to create a space where people can share perspectives respectfully and learn from each other. Yet, with the fast pace and high volume of social media interactions, finding a balance between open expression and respectful discourse is an increasing challenge. 

 
 
Group 6434-1
STORY OF NEWS BROADCASTER

Challenge

The broadcaster faced several key challenges in managing their social media presence. First, they lacked clear reporting on the volume of spam and toxic comments, leaving them with little insight into the extent of the problem. Additionally, they didn’t have dedicated resources to actively manage and moderate these comments, making it difficult to keep their platforms safe and welcoming.

This lack of moderation contributed to an unwelcoming community atmosphere, which in turn impacted the growth and engagement of their audience. Over time, many of the brand’s most loyal followers began to retreat from engaging with its content, likely discouraged by the number of spam and toxic comments. 
 
GETTING THE SETTINGS JUST RIGHT

Solution

  • Moderating comments can be tough for news broadcasters because it’s important to keep factually correct comments, even if they are critical or intense.

  • Other tools just look for certain keywords and hide comments that are actually correct or relevant, limiting real conversations.

  • Our product team reviewed the types of comments the broadcaster was getting, and using advanced LLMs, we built a model that moderates toxic and spammy comments but still allows comments that are accurate and helpful.

  • With this model, over 2500 toxic and spam comments are now automatically moderated every month, saving the broadcaster 20+ hours of manual moderation time.

 
 
 
 
Group 6418-2
Group 6434-2
STORY OF NEWS BROADCASTER

Challenge

The broadcaster faced several key challenges in managing their social media presence. First, they lacked clear reporting on the volume of spam and toxic comments, leaving them with little insight into the extent of the problem. Additionally, they didn’t have dedicated resources to actively manage and moderate these comments, making it difficult to keep their platforms safe and welcoming.

This lack of moderation contributed to an unwelcoming community atmosphere, which in turn impacted the growth and engagement of their audience. Over time, many of the brand’s most loyal followers began to retreat from engaging with its content, likely discouraged by the number of spam and toxic comments.
 
Group 6418-2
GETTING THE SETTINGS JUST RIGHT

Solution

  • Moderating comments can be tough for news broadcasters because it’s important to keep factually correct comments, even if they are critical or intense.

  • Other tools just look for certain keywords and hide comments that are actually correct or relevant, limiting real conversations.

  • Our product team reviewed the types of comments the broadcaster was getting, and using advanced LLMs, we built a model that moderates toxic and spammy comments but still allows comments that are accurate and helpful.

  • With this model, over 2500 toxic and spam comments are now automatically moderated every month, saving the broadcaster 20+ hours of manual moderation time.

 

“The whole team is just so excited to have this protection in place. It makes us feel like we’ve raised the bar, made the creators feel safe, and moved from a reactive approach to a proactive one. Arwen solved a massive problem around our paid ads which we've had for years; I can't believe we've only just started working with you"

elke luria
Marketing Manager North America Elke Luria

“Arwen has changed how we manage conversations on social media. Previously, the vast amount of spam and toxicity in our comments section had all but shut down the productive conversations alongside our content. Thanks to Arwen, our social media profiles have once again become a more welcoming place for civic dialogue, sparking a 17% increase in social media interactions.”

nina-mercado-jxsrKT8Tj-Y-unsplash
Head of Social International News Broadcaster
Group 6405
ENGAGED COMMUNITIES

Impact

Our solution created a safer and more engaging space for civic conversation on the broadcaster’s social media, boosting user experience and enhancing brand perception.

  • We have so far processed over 125,000 comments, moderating 25,000 (20%) that were toxic or spam, saving the team more than 200 hours of manual moderation time.

  • By moderating toxicity and spam, engagement has increased by up to 17%, which led to healthier conversations and more constructive civic dialogue within the community.

  • The broadcaster now has 24/7 protection across all major social media platforms, including X, Instagram, Facebook, YouTube, and TikTok, ensuring a consistent moderation presence.

  • With a safer comment environment, the broadcaster has started to see civil discourse return to its social media profiles, highlighting its dedication to fostering a productive, informative space for its global audience.

 
Group 6405
ENGAGED COMMUNITIES

Impact

Our solution created a safer and more engaging space for civic conversation on the broadcaster’s social media, boosting user experience and enhancing brand perception.

  • We have so far processed over 125,000 comments, moderating 25,000 (20%) that were toxic or spam, saving the team more than 200 hours of manual moderation time.

  • By moderating toxicity and spam, engagement has increased by up to 17%, which led to healthier conversations and more constructive civic dialogue within the community.

  • The broadcaster now has 24/7 protection across all major social media platforms, including X, Instagram, Facebook, YouTube, and TikTok, ensuring a consistent moderation presence.

  • With a safer comment environment, the broadcaster has started to see civil discourse return to its social media profiles, highlighting its dedication to fostering a productive, informative space for its global audience.

 
 

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