Balancing media integrity with open dialogue: Social media moderation during high-profile events

In today’s fast-paced, digital-first world, media brands face unique challenges during high-profile events.

When major global happenings unfold, particularly during politically charged events like the 2024 U.S. presidential election, the spotlight is firmly on social media.

As discussions become increasingly emotional, misinformation spreads, and users take polarized stances, social media can quickly become a battleground.

In these moments, your media brand’s role as a trusted information source is more important than ever: and how you handle this rise in engagement can shape public trust, influence, and your reputation in the long run.

Let’s dive into why effective social media moderation is crucial during high-profile events, and how it can empower media brands to manage them with confidence.

The impact of high-profile events on social media

The role of a media brand becomes particularly pivotal in times of heightened public interest. Social media platforms are an immediate way for users to express opinions, access live information, and join conversations. However, with these benefits come significant challenges:

• Misinformation and fake news – Events like the U.S. election are prime breeding grounds for misinformation, where biased narratives, unverified rumors, and even harmful conspiracy theories spread rapidly.
• Toxicity and hate speech – Tense times often see increased levels of aggression online. With a global stage, any brand is susceptible to backlash, trolling, or even attacks by groups pushing a particular agenda.
• Brand reputation risks – Your media brand’s identity is tied to how well you handle public discourse. One misstep can harm your credibility, having a long-term impact on how the audience perceives you.

With so much at risk, social media moderation is essential for media brands that want to preserve a healthy online environment, which benefits both themselves and their community.

Spotlight on the 2024 U.S. elections

This year’s U.S. election, among the most anticipated events of recent times, exemplifies these challenges. Such polarizing events trigger an increase in interactions, and can create a difficult landscape for media brands to navigate.

Take Bodyguard’s recent analysis of conversations for our media clients. During the week of the second round of presidential debates alone, messages surged to 107,778, with 64,775 specifically referencing political and geopolitical issues. Without moderation, this politically-charged discourse could threaten our media clients' brand integrity, and leave their followers with a hostile online environment.

Why social media moderation is essential for media brands

During high-stakes events, moderation becomes a safety net for media brands. It filters out misinformation and toxic content, maintaining a positive and safe digital space for users. Without it, media brands risk not only a negative public image but also potential legal challenges.

Moderation is also essential for fostering long-term community health and loyalty. By addressing harmful behaviors, media brands reinforce user trust, create a safer space for discussions, and uphold their role as reliable sources of information.

Among Bodyguard's media clients, in September 2024 alone over 304,000 messages were flagged as hateful, while 49,792 were classified as hate speech, indicating just how significant the problem is in the online spaces of media brands.

The benefits of proactive moderation for media brands

Proactive social media moderation can be a powerful ally for media brands, transforming high-profile events from potential crises into opportunities for trust-building and engagement. Here’s how moderation adds value during these critical times:

1. Building and maintaining audience trust

When audiences see that your brand actively manages harmful content and stops misinformation from spreading, their confidence in your platform grows.

2. Protecting brand integrity and reputation

By proactively moderating content, you mitigate immediate risks and safeguard your long-term brand integrity and reputation.

3. Encouraging healthier discussions

In a heated environment like a political election, conversation can easily become chaotic. Moderation creates an online space where diverse opinions can coexist, enhancing your brand’s position as an inclusive platform for informed discussions.

4. Enhancing user experience and engagement

Proactive moderation ensures that users don’t have to sift through disruptive or offensive content, making it easier for them to focus on the high-quality information you provide and creating a safe environment they are happy to engage in.

How Bodyguard supports media brands during high-profile events

Bodyguard gives media brands the support they need during high-profile events, by providing an advanced moderation and monitoring tool equipped to handle the unique challenges of these significant moments.

In September 2024 alone, Bodyguard analyzed over 4.5 million messages for its media clients, and identified hundreds of thousands as harmful or politically-charged content, ensuring that media outlets have the insights they need to manage high-intensity periods, like the U.S. election cycle.

With Bodyguard, your brand can benefit from:

• Real-time content moderation that identifies and filters toxic language, hate speech, and false narratives before they spread.
• Community insights and audience segmentation, allowing you to identify influential users, understand sentiment, and respond accordingly.
• Customizable content filters that help you tailor the moderation approach to your specific needs and high-stakes events.