Respondology extends its brand protection to Twitter

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.

About The Author

Kim Davis

Kim Davis is the Editorial Director of MarTech. Born in London, but a New Yorker for over two decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Prior to working in tech journalism, Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.