Respondology, a solution which provides automated protection for brands or individuals on social media platform, has announced an extension of its capabilities to Twitter. Facebook, Instagram and YouTube were already in its portfolio. Brands which post publicly on these sites risk responses that can create precisely the kind of toxic environment brands seek to avoid. Responses can include racist, homophobic or other hate speech as well as spam. Well-known brands and celebrities can attract very large volumes of comments.
Respondology uses a combination of automation and human moderation to hide unwelcome comments. The four social media platforms allow Respondology direct access through their APIs, thus removing the burden of moderation from brands’ internal social media teams.
Why we care. Anyone who has been on the receiving end of hate speech on a social media platform understands that it’s not only unpleasant but can also be a complete distraction from whatever conversation was supposed to be happening. Imagine how that scales for a brand seeking to share content about its products and services.
It’s important to note that Respondology does not remove offensive tweets by third parties. Twitter has functionality that allows users to hide unwelcome responses and this is the functionality to which Respondology has access. There remains a workaround. It’s possible to retweet a post by a brand or indvidual and add a comment; those kinds of posts can’t be hidden by another account. The exposure to toxicity is nevertheless significantly reduced.