The widening reach of the internet calls for more user-generated content (UGC) as more of us can now share our thoughts and sentiments online. Contents like this can be an advantage or disadvantage, depending on how brands manage their pages.
Human content moderation is a practice that caters to the increasing number of online community members.
Roles of human content moderators
Human content moderators are the front-line workers of the digital marketing industry. They ensure security and orderliness, especially in social media communities where people from different walks of life go to get updates and post their sentiments.
Individuals of different backgrounds use social media and web platforms for other purposes, but all are subjected to guidelines and regulations. To make sure that these rules are enforced, human content moderators, with their tools, review flagged posts that might contain:
- Malicious content
- Wrong information
- Profane languages
They use their best judgmentss as they go through written and media posts. They then decide if these contents are appropriate and in context with the brand’s vision and objectives. Moderators assert authority and protect the brand’s authenticity from trolls and poser accounts infiltration.
The roles of human content moderators continuously evolve to keep pace with the widely expanding audience reach today and in the future.
User-generated content human content moderators assess
User-generated content (UGC) is one of the most influential types of content available to digital audiences today. UGC is any type of content—-image, video, reviews, or gifs from the user-end. It is typically motivated by their perspective and feeling towards a brand.
UGC comes from the target audience, brand ambassadors, and employees that boost interactions in a brand’s page. In digital marketing, contents from the user-end is equivalent to the word-of-mouth marketing technique that has been in practice for decades.
What other people say about a brand, especially online, greatly impacts the company’s reputation and identity. ADWEEK finds that 50% of millennials make purchase decisions based on recommendations from their friends and family. Brands leverage that number by motivating production of more positive UGC.
Moderators must know when and how posted contents are helpful in creating more traffic and boosting brand awareness. Through careful review and examination of UGC, they enhance company reputability.
Skills you need to be a human content moderator
The demand for content moderation services is continuously increasing and advancing. Skillsets to meet expectations in protecting a brand’s reputation and ensuring customer engagement are also evolving.
Here are some of the skills you need to be a human content moderator:
Strong analytical skills
Human content moderators go through almost every user-generated content and analyze the logic behind them. Strong analytical skills help content moderators discern contemptuous posts that will not benefit the page or other users.
The sea of contents from the end-user can overwhelm even the most relevant posts. A content moderator with a keen eye for details has the ability to analyze relatable contents. With this, they can observe community behaviors and derive conclusions that can help marketers develop their strategies.
Effective self-management skills
Content moderation is a challenging role because of its exposure to undesirable contents online. A good human content moderator can effectively manage themselves especially when they come across disturbing contents.
Human content moderators possess strong self-regulation skills that help them cope with their daily tasks. Moderators must constantly perform self-assessments to gauge their limits and know when they need to avail psychological assistance from their companies.
Critical thinking skills
Human content moderators use their critical thinking skills to establish trustworthiness of the brand by identifying damaging and untruthful contents. Having exceptional critical thinking skills is essential for moderators when screening UGC.
Trust is important for the customers and 71% of UK customers say that will stop purchasing from a brand that can’t be trusted. It’s vital that brands advocate to fight misinformation and disinformation in the digital world.
Ability to contextualize
Human content moderators review media and written contents in different platforms. Diversity in age and generation bring changes in digital trends and culture quickly.
Viral contents may pop up from all sides of a platform. An effective human content moderator must know what community members are talking about.
Moderators can easily flag inappropriate contents using their ability to put UGC in its right context.
Familiarity with content moderation tools
Today, content moderation does not have to be purely from human labor. Software and AI research companies continue to expedite on tools that will optimize and content moderation processes.
Human content moderators do not have to mentally burn themselves out by reviewing each and every content on their own. Some content moderation tools help detect keywords from different languages to help human moderators easily find inappropriate contents.
It’s essential to know how to use moderation tools to ensure accuracy and productivity in the workplace.
