Category: Blog

We’ve bounced back to regular norms in almost every way post Covid era but there’s one area that continues to grow for connectivity: the comment section.

• Will Trump win the next election? 
• Will Caitlin Clark’s surgance in the WNBA turn a new leaf for the sport?
• Was Jeremey from Love is Blind engaged while filming for the show?

We can share our hopes, our fears, our thoughts, our opinions, with everyone, everywhere, within seconds. In these times of economic uncertainty, and political animosity, comment sections have been transformed into a veritable battleground that my team and I wade into daily.

And publishers are stuck in the middle. As they strive to provide a space for their readers to engage, and exchange ideas, they are faced with increasingly divisive rhetoric, calls for free speech competing with increasing attempts to legislate online accountability.

I have spent over 15 years wading into the comments, keeping the pulse on how users react when news breaks, and the last few years have seen an unparalleled rise in incivility. When I meet with our clients to address this challenge, we look at what we can solve with our technology and the latest features, and quite often we’ll talk about how they want users to behave, without actually spelling it out. In the coming weeks I’ll dive deeper into what publishers can do, but ultimately comment sections are there for the users, and I firmly believe that is where change needs to start. Publishers write the rules of engagement, moderators enforce them, but only users can actually create a community. 

My years of watching communities grow, and fight, and celebrate has given me perspective on what does and does not work when it comes to responding to others online, guiding principles for how to model constructive criticism and civility. 

With a small dose of mindfulness and compassion, you can help make comment sections what they are meant to be, and what the majority of readers want them to be – a place where people of all stripes and colors can engage in an open, and civilized exchange of ideas.

1. Pause Before You Post:
   It’s easy to get caught up in the heat of the moment and fire off a hastily composed response. Take a moment to consider the tone and content of your comment. Imagine you were using your real name. Ask yourself: Is it constructive? Is it respectful? Will it contribute positively to the conversation? If the answer to any of these questions is no, then maybe it’s best left unsaid.
2. Keep It Civil:
   Remember that behind every username is a real person with thoughts, feelings, and experiences. Avoid personal attacks, insults, and derogatory language. We all have an uncle or grandparent who might not share our views on housing affordability, or who will win the Superbowl, and yet, we manage to converse without calling them names. Disagreement is natural, but how you choose to express it is often the difference between “content enabled” and “content deactivated.” Fun fact: moderators are trained to work against bias and will not remove comments simply because they don’t like what you said – over 95% of comments that are removed for personal attacks could be approved if they were edited to follow this rule. It’s not what you say, it’s how you say it
3. Stick To The Topic:
   Stay on topic and relevant to the discussion at hand. While everything can be connected through enough tangents, comments should remain relevant to the primary thrust of the page.  Off-topic remarks can derail conversations and lead to confusion and frustration for other participants. Fun fact #2: Comments about moderation are almost always off-topic
4. Fact-Check Before You Share:
   Publishers are increasingly cracking down on mis/disinformation that can spread like wildfire in commenting sections. Misleading or false information can stoke the flames, and contribute to confusion and misunderstandings. Take the time to fact-check your sources and provide evidence to support your claims beyond the original source. You can check out Google’s fact checking tools and tips here.
5. Fight Fair:
   If someone offers constructive criticism or differing viewpoints, repeat step 1. Before responding, try to understand where they might be coming from, to approach it with an open mind. Engage in thoughtful discussion and be willing to reconsider your own perspectives. Remember, it’s okay to agree to disagree respectfully. And admitting you are wrong can go a long way to bridging divides.
6. Don’t Feed the Trolls, Report Them:
   When you (inevitably) encounter users who do not play by these principles, it can be tempting to jump in and point out their missteps, tell them how wrong they are, or correct their misinformation. However, the most productive thing you can do is to not further escalate the conflict, but use flagging or reporting tools available on-site to let moderators know so they can take action. But be careful! Reporting content that doesn’t violate guidelines may land you in the hot seat.

Navigating online comment sections can be a daunting task, but with a commitment to civility, respect, and thoughtful engagement, you can help create a more positive and constructive digital environment. Remember, behind every screen is a human being deserving of empathy and understanding. So the next time you venture into the wild west of online commentary, do so with kindness and integrity.

On a Mission to Move The Industry Forward

At its core, Viafoura’s mission is to empower brands to activate their digital audiences. In practice, the vision is so much greater- empowering digital publishers brings more power to build a sustainable future for the news and media industry. That focus and ethos lives strong in our culture and it’s seen with every customer interaction we have.

My first EBR was three months in with one of our larger customers, and it was also the first time that the mission really clicked for me. I had done countless EBRs, but here are some things that stood out to me:

• Execs from different functions: We had 6 different functions represented in the room spanning from individual contributors to top level execs, this meeting mattered!
• 3 hours long: Sounds like a lot, but it actually flew by! It was also a lesson in the trust we’ve built up as trusted advisors and partners to dedicate this much time from both sides to our partnership alignment.
• No shortage of takeaways: We left the meeting with 9 additional items for the success plan with 3 key impact projects for the year. It was the first “aha” for me that our work really matters.

Working Alongside The Best of the Best

There’s a lot to love about Viafoura. That said, our incredible team and access to senior leadership is easily the biggest motivator for me to show up as my best self every day. There are 3 key folks I want to highlight that made my first half year something very special:

• CEO Mark Zohar: I was able to sit down with Mark multiple times to dive deeper into Viafoura’s vision, oftentimes extending the call feeling very inspired. Whether he’s helping align strategically, or grabbing dinner with the team after a long day, Mark is always accessible, and can always be counted on to break the stress of working in a fast-paced environment with a funny meme, GIF or joke.
• My Team: My goodness, what a mighty team we have. Within my first week at Viafoura I had met the whole team and they each took the time to train me on specific topics, making this one of the most hands-on onboardings I’ve had. Above all, I’m inspired by our team’s dedication to always help each other level up.
• My Customers: What makes our customers stand out is how driven and innovative they are. One of my customers had 12 AI pilot projects in Q4 of last year, and they’re working on launching these initiatives to a wider audience in 2024. 🔥

Drinking From the Fire Hose

Coming from an industry that hadn’t seen any major shifts in the last 15 to 20 years, I learned pretty quickly that publishing is an incredibly dynamic industry that is constantly undergoing change. Whether it’s Google announcing SEO optimization and prioritization changes, publishers shifting from traffic to engagement quality, or building subscription models that can resonate with audiences, this industry is fast moving.

I have never seen an organization be so agile and prioritize initiatives that will have a major impact for our customers and our company. I can only explain the energy across all teams during this time as electric and aligned. It’s an exciting time in the industry, but one thing is for sure: we’re ahead of the curve & we’re ready for this!

Between being serenaded by the whole company on my first day, having my first team dinner at the best Jamaican restaurant in the city, and going to a pirate themed improv show on the lakeshore (yes you read that correctly), it’s safe to say that my first impression of working at Viafoura blew any and all expectations that I had.

2024 is going to be a big year for our customers, but it’s going to be a record-breaking year for Viafoura and I can’t wait for what’s to come!

In the ever-evolving landscape of digital media, one thing remains constant: the need for engaging and interactive user experiences. The Toronto Star, one of Canada’s leading publishers, reaching over 6 million readers weekly, doubled-down on audience engagement by expanding services with the integration of Viafoura’s newly rebuilt Mobile SDK.

We sat down with Milind Sabarad, Product Manager at The Toronto Star, to gain insights into the implementation process, the rationale behind the decision, and the impact it has had on the Toronto Star’s  in-app experience.

But why now? Commenting functionality, a feature that initially rolled out on Toronto Star’s website, fostered engaging, interactive experiences around their content, leading to steady growth in new registrations and increased time spent on their platforms. Extending this experience to their app audience, consisting of some of their most dedicated readers, was the natural next step.

Since the implementation of Viafoura’s Mobile SDK, Toronto Star has witnessed significant results.

Viafoura’s Mobile SDK offers a robust suite of engagement tools designed to elevate user experiences within mobile apps. Its key features include:

1. Real-Time Comments: Enable users to engage in interactive conversations, synchronizing seamlessly across web and apps. 
2. Quick and Easy Implementation: The SDK ensures rapid integration within iOS and Android apps, utilizing existing authentication systems for a seamless user experience. 
3. In-App Notifications: Customizable news feed notifications enhance in-app personalization, fostering re-engagement with the community. 
4. Full Customization: Maintain a consistent brand experience by customizing colors, fonts, and font sizes within the engagement suite tools.
5. On-Device Moderation: Enable staff to moderate conversations directly within the app using their existing staff-level accounts.
6. Fully Integrated Ad Monetization: Effortlessly integrate high-engagement ad positions within engagement tools, allowing immediate monetization without ad blockers.

Mobile apps hold unparalleled power in user conversion rates, with a 2-4x higher conversion rate than mobile web. Users spend a staggering 88% of their time on mobile apps, making it imperative for publications to invest in this platform. 

Dan Seaman, Vice President of Product at Viafoura, comments on the new rollout: “With the growing importance of user registrations and reader revenue in publishing, the role of on-site community engagement is more critical than ever. And with apps where the most loyal and engaged users are, publishers need to provide them with the best possible user experience. That’s why we have rebuilt our mobile SDK from the ground up to make it fast and easy for our customers to implement Viafoura’s powerful set of audience engagement tools within their iOS and Android apps.”.

Toronto Star’s Mobile SDK, powered by Viafoura, is the first in an exciting chapter in community engagement and leading strategic avenues with community at the center. As we move forward, Viafoura remains committed to revolutionizing the digital media landscape, one immersive experience at a time.