Moderating spam and hate comments increases engagement by up to 27%

Helped Fulham FC to improve engagement across their social media channels. Arwen boosted social media engagement by 27% using Arwen's AI-driven moderation and engagement tools.

Products used:

Moderate, Engage

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98%

increase in views-per-post on Instagram

27%

increase in comments-per-post on Instagram

28%

increase in likes-per-post on Facebook

Overview

Targeted moderation for maximum impact

How moderating spam and hate speech sent Fulham FC's engagement soaring.

Spam bots and toxic comments are everywhere on social media these days, disrupting conversations and diminishing viewer experience. Fulham FC, a Premier League football club based in the UK, encountered this challenge firsthand. Aware of the negative impact on fan engagement, the club partnered with Arwen. They wanted to strike a balance - eliminating only the most harmful comments while allowing space for debate and criticism.

This case study outlines Fulham FC's challenges on socials, the steps the Arwen team took to solve these, and ends in an analysis of Fulham FC's engagement before and after using Arwen.

The study's findings show a significant cross-platform upswing in Fulham FC's engagement statistics after using Arwen. It concludes that social media users are more likely to feel comfortable interacting with a post if the comments section is free from bots and hate speech, and suggests that moderation is an integral tool for building engagement.

Challenge

Fulham FC, a Premier League football team with 4.7M global followers based in the UK, faced a big problem: their social media channels were consistently flooded with spam comments and bots, as well as occasional hate speech.

Not only was the social media team having to waste hours of their day moderating spam and toxic comments; they also felt that these comments were damaging their engagement by alienating viewers.

Throughout their onboarding, Fulham FC stressed the need to keep genuine criticism and lively debate, only moderating the most toxic of comments.

Spam and bot comments on Fulham FC social media posts

Solution

After an analysis of Fulham FC's channels and a conversation with their team, Arwen's product team configured filter settings on their social media profiles to reflect the club's values.
It was important for Fulham FC to remove hate speech, severe toxicity and spam while continuing to allow criticism: only the worst of the worst should be removed.
Arwen's fine-tuned moderation settings were set to remove spam and severely toxic comments within an average of 1.6 seconds - preventing Fulham fans from having to be exposed to them.

Results

By using Arwen, Fulham FC's social media team boosted their posts' reach and engagement. By removing spam and hate comments before viewers could ever see them, more people felt encouraged to like, comment, and share their content. Arwen did all this while ensuring that criticism and negative comments that weren't quite hate could still be posted.

Engagement increased by 28% on Facebook, with highlights such as 36% increase in shares-per-post.
Engagement increased by 10% on Instagram, with highlights such as 98% increase in views-per-post.
After three months of moderating, Arwen had denormalised toxicity on Fulham FC's channels so much that 39% less severely toxic comments were being posted in the first place.

Using Arwen allowed viewers to feel more included and comfortable engaging with content, and freed up Fulham FC's team to focus on what really matters.

Fulham FC comment section after Arwen moderation

“

I love the reassurance that Arwen is taking care of all the spam and toxic comments. Our community is much more positive as a result.

Social Media Manager, Fulham Football Club

Ollie Marsh

Moderating spam and hate comments increases engagement by up to 27%

Targeted moderation for maximum impact

Challenge

Solution

Results

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