Chloé De Mont-Serrat, General Manager of Netino, Webhelp’s digital and Social Media entity, looks at the future of content moderation, and the challenges that will come when combining the human touch with intelligent technologies.

There is no argument that the rise in social media has transformed communication across the globe. The industry, already over a decade old, influences how we consume news and media, interact with our families and friends, make consumer choices and share thoughts and ideas.

It provides brands across the technology sector with extensive opportunities to licence and monetize data, which is why it is still one of the highest growth areas.

Despite media domination of US social media brands like Google, Facebook, Twitter and Instagram, social media is truly global with big hitters like China’s Tencent (one of the largest internet companies in the world) and Tik Tok (the most download app in the US in October) and Russia’s answer to Google, Yandex.

With the juggernaut of social media showing no signs of slowing down, what will be the key challenges for the content moderation sector, in the next few years?

The first is likely to be regulatory changes, as governments and policymakers are becoming increasingly aware of the public issues around content and are asking platforms to do more. Mark McCarthy, Senior Fellow Georgetown University, and former Senior Vice President for the Software & Information Industry Association, believes that measures are needed to make regulatory decisions, for example on content removal, fair and clear:

“There must be explicit standards used for the removal decision and those standards need to be transparent so that users can form expectations about what is out of bounds and what is acceptable.” Source: CIO

However, resourcing is certainly a close second, despite recent rises in AI and automation and picture recognition there is an increasing demand for skilled operators. For example at job portal there was a 72% spike job in postings for the role of content moderator from January 2018-2019.

This expanding demand in recruitment highlights the third trend that brands should be aware of. The use of a combination of highly skilled people to provide both the social context and human emotion to compliment AI technology. Anurag Srivastava Vice President, Global Sourcing confirms this saying:

“The judgement-intensive nature of content moderation work requires the human touch. Indeed, with the increasing complexity of the work and the rising regulatory oversight requirements, the need for human employees as part of the content moderation equation will continue to grow significantly.” Source: Everest Group

Social media use is increasing as is moderation                        Photo Credit: Clem Onojeghuo/Unsplash

The final factor that will impact the future of social media moderation will be the increasing desire for customisation, personalisation and localisation – a pivotal influence across all levels of content management and customer journeys. So the key here will be for businesses to future-proof their content strategies at the upper level. This means targeting the right customers with the right messages, using recipient level data to inform the message, at the correct time and place.

At Netino we have the right people, insight and resources to help leverage digital and social presence, we specialise in digital content management, moderation, social media intelligence, and help our clients to better understand and manage their digital customer experience with a view to increasing satisfaction and revenue at each step.

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