Case study
International News Broadcaster
Arwen partnered with an international news broadcaster to enhance their civic engagement by implementing AI-powered comment moderation across their social media platforms. This led to a 17% increase in user interactions, fostering healthier and more constructive community dialogue.
125k
comments processed
20%
of total comments moderated
24/7
AI based moderation
Overview
Changing the conversation: how AI delivered real results.
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.
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.
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.
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.
See how Arwen helps teams protect performance, spot opportunity, and act in real time, without adding complexity.