Establish an effective content moderation capability to protect your brand and your customers’ safety

The Bottom Line: Trust and safety are more important than ever. To maintain customer trust and protect the community at large, you must continuously evaluate your content moderation strategy through the lens of customer safety.

Almost every organization today must monetize and moderate its digital content without violating customer trust.

User-generated content (UGC) is growing exponentially, posing both opportunities and challenges for marketers. Enterprises can learn as much about consumers as their own families know with data from social platforms like Facebook, Instagram, and Twitter and digital data from internet tech and media firms like Google, Amazon, Microsoft, Apple, and Yahoo. You simply cannot get ahead of your competitors if you don’t have access to smart UGC. Tech firms and social media platforms have the lion’s share of content. Any company with an online or social presence (so, every company) must be aware of the impact content can make and apply a strategy that seeks the opportunities but, more importantly, protects its brand and community. This strategy will include evaluating third-party services, staffing models, and approaches to employee wellbeing and leveraging technology to help get the job done and protect staff. Companies have a big incentive to get this strategy right because their reputation, and ultimately survival, rely on it.

To demystify the dynamics of this strategy, we dive into the why, the what, and the how of content moderation operations:

• The Why—Customer trust is paramount to brand loyalty and competitive success.
• The What—Develop a robust operational game plan that considers the trends and challenges at hand.
• The How—A successful strategy leverages carefully chosen third-party service providers, location and staffing strategies, and technology requirements