community building Archives

UGC Contributors Are Now Integral to Successful Content Strategies

You’ve put in the hard yards, integrated an effective Digital Experience Platform (DXP) with engagement and moderation solutions, and finally established a safe space for your audience community. With a community framework in place and a moderation solution in action – use this new found spare time to give due praise to the golden geese of your flock: the User Generated Content (UGC) Contributors.

First things first: who are the high energy User Generated Content Contributors eager to publicly make their mark? Can their contributions be used as aspirational behaviour for other more passive users? If so, what are some ways to go about this that don’t feel disingenuous?

Positive reinforcement is a sure way to encourage users further down your audience funnel and strengthen retention. By putting the contributions of your community up on a pedestal, you are not only rewarding those ultra-valuable UGC Contributors with recognition, but you also broadcast to your community and beyond the kind of behaviour your brand values and celebrates.

The returns on your efforts once you’ve integrated a solid UGC Contributor element to your existing audience-first content strategy will be ample revenue gains (in both ad and subscriptions) and a consistently expanding community of users steadily flowing through your audience funnel.

In order to determine how best to integrate UGC Creators into your strategy, you’ll need to first consider what tools and techniques are available to you, how to optimize the efficacy of UGC Content, and most importantly – how to do it in a way that uplifts your brand and drives its success.

Highlight Users Comments

On a smaller day-to-day basis, implementing a pinned comment strategy is a great way to highlight members of your community as well as set the tone for budding conversations.

In some cases, having your editorial/content team kick off the discussion in the comments section with a pinned comment as a conversation starter can lead to immediate engagement and user contributions. Once those user comments roll in, swap out your comment with a user contribution that endorses your brand values, sets the tone, and encourages others to join in.

Editor’s Pick

Think about where you can reach different audiences at different stages of the audience funnel.

If your editorial team sends out a newsletter, including a piece of UGC in an ‘Editor’s Pick’ segment is a great way to show you value the contributions of your community members and it gives registered members a reason to bring their own opinions and perspectives to the table in the hopes of being featured as well.

To reach audiences that may not be signed up for newsletters, building these Editor’s Picks into readily available on-site content can inspire registered users and connect with as of yet unregistered visitors. Sharing these contributions with a broader audience has the potential to, once again, establish an aspirational behaviour for other users to strive for and improve engagement.

Badges

Not unlike highlighting what your UGC Contributors have shared, badges are a way for you to distinguish between different types of users engaging with your content and help foster a unique community specific to your site. Rewards beget rewards in this case, as users who have put in the time and energy to earn a badge of their own are far more likely to keep up their efforts and stay active and engaged.

Conclusion

At the end of the day, the audiences that seek out content and invest their time, energy, and money into your publication are the bread and butter of the publishing world. When we take their interests to heart and celebrate their loyalty and time spent on our platforms, we learn more and more about them through their data offerings and can in turn continue to provide them with the high-value interest focused content that they deserve.

New Study Finds Publisher-Posted First Comment Steers Engaging Conversation

Audience engagement managers know that a healthy comment section is a core component to building a healthy online community. With contentious political debates happening with greater frequency and more people turning to the internet to vent frustration, maintaining a civil yet lively comment section has become more important than ever.

Thankfully, one simple technique can help publishers and moderators guide conversations with increased peace of mind. According to a new study from Viafoura, media outlets see a significant increase in traffic, civility and engagement when publishers post the first comment.

Posting the first comment has long been a technique used by social media managers and influencers in order to control the tone of the conversation and create engagement. The first comment operates as an ‘ice-breaker’ and helps set the standard for the conversation. It also invites responses from readers, which can increase time spent on site and enhance brand loyalty.

What happens when publishers post first?

The study took place between September 28th and December 15th 2021 in 15 newsrooms across Canada covering a diverse selection of geographical regions and various ends of the political spectrum. Each newsroom posted the first comment on a number of articles across their publications, within the first hour of the articles going live. This test group was then compared to a baseline group in order to provide context to the results.

One element of the study that differed from platform to platform was the type of comment posted beneath the article. Tactics varied from newsroom to newsroom. Some editors offered users assistance, responding to particular points in the article or answering questions. Others asked specific, directed, questions about readers’ response to the article. Writers had the freedom to bring their voice and creativity to the comment section!

Over the course of the study, Viafoura collected data on volume of comments, time spent commenting and conversion before and after engagement – three crucial metrics used to evaluate the success of an online community space.

Posting first means increased engagement, conversion & peace of mind

The study found that activity increased dramatically across all metrics, with a 45% increase in time in comments, 380% increase in total average comments and a 347% increase in average likes. This drastic increase indicates that controlling the first comment sets a tone and leads to more civil discourse.

With a standard set of behavior in place, moderation needs decreased. While the baseline group was required to flag 6.8% of posts and disable 9.1% of users, the test group saw significantly reduced numbers, with 4.8% flagged and 7.4% disabled. Simply by modeling good behavior, publishers reduced the number of community guideline violations and user bans.

Perhaps the most surprising result was the significant increase in registrations.

Previous research has shown that almost 50% of members end up removing themselves from a platform when exposed to trolling. In contrast, when publishers posted the first comment, each article saw a 55% increase in registrations, with a 9% increase in users who attempted to interact with commenting before signing up.

The positive impact didn’t stop at conversion. Viafoura also saw a 21% increase in users who interacted with commenting after signup. This indicates that users participated in the discourse, felt positive enough to register, and then continued to feel engaged and loyal past the point of conversion.

This data supports the notion that posting the first comment can be a significant step in reaching target conversion goals. When publishers interact directly with their community, they help maintain a sense of safety and attention that can lead to a direct increase in engagement.

What can we conclude?

Strong customer loyalty is essential for the wellness and longevity of any online brand. Simple moderation tricks can be the difference between a contentious online conversation and a thriving online community.

By setting the tone for conversation, publishers can direct content, invite polite discourse and even tailor their engagement to suit the needs and interests of their target audience. In each case, first comments have proven to be an essential step in the process of protecting and growing digital communities.

Why Comment Moderation Vendors Need to go Above and Beyond to Protect Their Partners

Media companies, like all brands, are looking to build recognition and trust by publishing user-generated content. However, publishing this content isn’t risk-free: organizations need to ensure that users aren’t publishing offensive or threatening posts on their websites or apps. This is where content moderation comes into the picture.

In today’s modern environment, organizations are doing everything possible to ensure that civility exists on their digital properties while, at the same time, promoting free speech and opinionated conversations. Many of them have implemented moderation solutions that use live moderators or run automated algorithms to solve this challenge.

The general population has also become aware of moderation — especially what it does and why it’s being used. So what happens when your moderation partner becomes more than another ordinary technology vendor?

Recently, a Viafoura customer and one of the largest publishers in the UK discovered why the Viafoura moderation team is so much more than a partner.

The publisher uses both the AI (Artificial Intelligence) and Live Moderation solutions from Viafoura. As the AI solution learns and enforces the community guidelines set forth by the publisher, 85% to 90% of all comments are easily moderated by its AI engine. The remaining “questionable comments” are sent to a live moderator for a judgment call.

Earlier this year, one of those comments was sent to a live moderator at Viafoura. A user made a threat to a nursery in the commenting section, which of course was flagged and sent to the moderation queue.

Instead of just blocking the comment and banning the user, Viafoura’s moderation employee contacted the publisher’s team to explain the situation. The employees at the large publishing company immediately addressed the situation with local law enforcement.

In under half an hour of the comment being posted, the police took action.

Thanks to the quick thinking of Viafoura and the publisher’s employees, who went the extra mile, a potentially terrible situation was entirely avoided.

“Moderation is much more than a judgment call of ensuring user-generated content upholds platform-specific guidelines and rules to establish the suitability of the content for publishing,” says Leigh Adams, director of moderation services at Viafoura. “Yes, we are all about maintaining our customers’ standards, but it’s also about recognizing when a comment has to be escalated. We pride ourselves on having staff that know what to do when — and go the extra mile to reach out to our customers — because we have the relationship to do that easily.”

Overcoming News Avoidance And Winning Back Your Audience

If nothing else, one positive element that emerged from the pandemic is a renewed focus on mental health and wellness. From one week to the next, people worldwide became shut-ins whether they wanted to or not. They were forced to sit at home and, after burning through all that Netflix had to offer, think. Think, reflect, and become aware of their mental health in ways that had perhaps been easier to avoid in the before times.

With this time for reflection, it’s no wonder people began to notice the correlation between their moods and mental health and the non-stop emotional rollercoaster of the news cycle throughout the pandemic. In one sitting viewers would be subject to an inspiring video of Italians singing from their balconies in quarantine, followed by horrifying stories of people trapped in their homes with deceased loved ones – all while a chiron at the bottom of the screen provided an ever-updating death counter.

While the news cycle is not known for being a constant source of uplifting content, the pandemic brought to light the impact that bad news has on our mental well being. It’s no wonder that new audience behaviors emerged. Ones that, to the detriment of publishers everywhere, would have us sooner look away and avoid the news than tune in to have our days ruined by yet another article about the latest existential threat.

Mental health effect on news avoidance trends

News avoidance: the active or intentional resistance or rejection of news.

Though still in the early days of this new behaviour, studies have indicated that people the world over have become more selective of the content they consume. It is a means of mitigating the negative feelings that come hand in hand with a news cycle that seems to skew ever more negative, concerning, and depressing.

In the early days of the pandemic, according to data compiled by Nielsen, publishers tracked a 60% increase in news content consumption, globally. What were the headlines during that period? Stories related to the pandemic, as well as political crises occurring around the world, with more than a few notable mentions belonging to the United States.

As time went on and the headlines became ever more tragic, an overwhelming sense of burnout amongst audiences was being fueled by the news. In an annual Reuters survey of over 90,000 participants in 46 different markets, it was found that 43% of people said the non-stop barrage of COVID-19 or political news triggered their decisions to embrace selective news avoidance. Additionally, 36% of those same respondents said their moods were negatively affected by all the predominantly depressing nature of the news cycle.

Publishers have since then have found themselves in an impossible position: report honestly on the grim nature of our world’s current events and suffer decreased views, report sensationally and lose credibility, or report on benign topics like celebrity divorces and scandals to keep people entertained but uninformed?

Negativity crushes trust, increasing news avoidance

Not only a tricky situation for editorial and content teams, news avoidance has also made it difficult to build communities of passionate and engaged followers. It’s even more difficult when the news itself is deemed untrustworthy by misguided or misinformed consumers. The United States, in particular, has to grip with this growing trend. Only one quarter of US respondents say they trust their nation’s news media.

Audiences will always have thoughts and opinions, particularly when it comes to larger than life concepts like the spread of a pandemic or an insurrection to overthrow democracy. It’s natural to want to share those thoughts and open up a discussion about those ideas, something that the comment section of an article is quite literally made for.

However, nearly one out of five respondents to the Reuters study said they skew towards news avoidance because sharing their opinions lead to arguments they’d rather avoid. This goes right to the heart of the challenge that publishers face as they attempt to come up with solutions for their waning engagement and subscription rates. If people don’t feel comfortable expressing their viewpoints, not only will they avoid engaging in open discourse around enticing subject matter, it’s likely that they will avoid the content altogether.

How to overcome news avoidance and win over audiences

So what can publishers do to overcome news avoidance and build thriving communities of passionate readers? Answer: an audience-first, data informed growth strategy.

By putting the interests of your audience first, creating content that aligns with your orgnizations values, and the goals of your editorial and publishing teams – you’re in good shape to start diminishing the risk of news avoidance. If you’re able to position yourself as a publisher who delivers high-quality content and makes space for community and healthy discourse, you’re on track to winning back your audience and gaining access to valuable first-party data that will further inform your efforts.

Behavioural insights are essential in the current digital publishing landscape. That data can be difficult to acquire without an analytics team, but turn-key solutions do exist.

Shadow banning against community violators

Platforms built by moderators to help other moderators maintain a positive community are available to you and your teams.

One valuable tool for community moderation is time-based shadow banning. These “timeouts” can be handed out to people who frequently disobey community guidelines and spread toxicity.

Labeling comments can help reinforce those guidelines further, highlighting ones that are aligned with guidelines, ones that are veering off topic with more random postings, and even flagged as outright attacks on authors or other community members. Through careful and considerate moderation you’ll be better able to promote cooperative and respectful dialogue among readers. By making the space for discussion safer, you’ve created an inviting opportunity to potential users who may have been avoiding your content as a means of dodging unwanted conflict and toxicity.

IP lookups to restrict or block suspected trolls

Publishers, obviously, need to grow their audiences to stay afloat. A healthy, sizeable viewership is essential to revenue, data informed learning opportunities, and not to mention extremely appealing to advertisers and affiliates eager to spend money to connect with those readers.

Unfortunately, if trolls or extremists harass other community members to the point of pushing them towards news avoidance, the quality of the viewership is greatly diminished. Quantity is not better than quality, even when views and shares are important metrics to help boost subscriptions.

Instead, you can use platforms with built-in IP address lookup capabilities to find these bad actors and moderate their posts so they can no longer disrupt the rest of the community. This will also help you avoid inadvertently violating publishing guidelines of your affiliates and risk losing vital business, which was a hard lesson learned by the people of Parler following January 6.

Moderate conversations, live events, community chats, and reviews

Finally, use your moderation console to encourage healthy dialogue across all digital streams affiliated with your publication. This can include conversations in the comments section of an article to interactions among live events and community chats. You can even influence the tone of ratings and reviews about your publication to stop misleading negativity from spreading.

The console plugs directly into each of these forums, allowing your entire editorial team to work out of the same space and enforce consistent guidelines across each outlet. Not only will this increase the efficiency and productivity of your team, but you’ll set a standard for your audience about what kind of community they can expect from your publication. This is how you set the stage to build trust and authenticity, two absolutely necessary traits to grow your audience.

While the world is ever-changing and readers adjust the way they consume content, publishers need to be mindful of how to create spaces that can be informative, safe and encouraging for their readers.

Skip The Toll: How To Deal With Tech Savvy Trolls

It’s the year 2022 and people now turn to devices for human connection. The internet has never been more social and with that constantly growing traffic comes a bounty of wonderful moments of connection… And an all time high population of trolls.Internet trolling is defined as ‘malicious online behavior’ characterized by aggressive or deliberate provocation of others. While this behavior may (debatably) be cathartic for the person trolling communities in anonymity, their presence significantly deteriorates the health and safety of a digital space, and thus its usability.

Publishers big and small suffer equally at the hands of trolls. They’re tech savvy, almost always anonymous, and with an abundance of time on their hands to spread toxicity, they’re a force to be reckoned with. What’s worse? They’re here to stay.

In lieu of surrendering, here are a few troll tactics to look out for and what you can do to skip the toll and protect your peace.

Multiple Accounts

Trolls are obsessive, petulant and persistent. If you’re suddenly up against a horde of trolls, keep in mind it may just be one person, on a mission, using many accounts. Trolls have the time and the tech to overwhelm spaces, dodge bans, and sully the hard earned good vibes of your community. How do I solve it? – Once you’re familiar with a troll’s behaviour, you can spot them in the wild (disguised as a new user) as they start fights or encourage incendiary opinions. These repeat offenders leave hints that point to their identity. Armed with your community tools and data, look out for similar names, emails, avatars, or IP addresses linked to existing bans. Check, confirm and then ban them as many times as it takes.

Hate Speech and Vulgarity

Trolls need attention and offensive language is an easy way to get it. In 2019, approximately a third of the posts that Viafoura moderators came across contained hate speech and/or vulgarity. That’s almost 83 million attempts at being nasty for no reason, so we can at least give trolls credit for being dedicated to their craft… But not good credit, to be sure. How do I solve it? – A ‘banned-word list’ can help limit this particular tactic but some trolls may use a tactic called ‘masking’. Trolls will mask banned words with symbols, vertical spelling, periods, etc. to throw off a simple banned-word list. If you’re not sure what to look for, trust – 0nce u se.e 1t, y0u c4n’t uns33 1t. A more sophisticated, natural language processing AI, like Viafoura’s, can spot masked words and block them with over 90% accuracy.

Bonus tip: Many service providers claim to have AI or automatic moderation, but don’t actually leverage natural language processing or machine learning to understand variations of words and sentence structures. Check in with your moderation provider to make sure your tool can learn as moderators approve or block comments, further training the algorithm, which should be customized to your guidelines.

Serial Flagging

User to user moderation can be a valuable safety tool but it also has the potential for abuse. Some trolls will use the ‘flagging’ feature to silence or frustrate innocent users. In some cases, the serial flagging may even result in an unfair ban for people that have not violated any guidelines. If a user flags often and most of the content they flag does not violate community guidelines, you may have a troll on your hands.How do I solve it? – Use your data and work with your community. Consider this incentive to be involved with your community and get to know who your positive contributors are. Asking trusted users for their insights and experiences with the suspected troll will help you recognize false-flag reporters on the spot.

Dealing with trolls isn’t always easy and it’s never a fun experience. Unfortunately, they are here to stay and if left unchecked they can turn your digital space into a tumultuous community rife with conflict – definitely not something you want associated with your brand. By equipping ourselves with the proper knowledge, tools and awareness, we can keep trolls at bay and use those same moderating methods to prevent toxic user behaviour from developing even without trolls fuelling the flames.

To learn more about Viafoura’s suite of moderation tools visit https://viafoura.com/content-moderation/.

ACM – propelling new levels of community engagement with Viafoura

ACM, is comprised of more than 140 leading rural and regional news brands. ACM serves millions of people in every state and territory across Australia. Its mastheads include the Canberra Times, Newcastle Herald, The Examiner, The Border Mail, The Courier, Illawarra Mercury, The Land, and agricultural titles like The Land and Queensland Country Life.

ACM is a modern media network that’s passionate about implementing new technologies, making its newspapers and websites the best-in-class for regional journalism. Tom Woodcock, Digital Marketing Manager, notes that ACM strives to create an environment that will both engage and grow its communities and be a place that editorial teams can easily manage and be proud of. With the use of Viafoura’s full suite of services, including Live Blogs, Community Chat, Conversations, and Moderation, community engagement will be propelled to new levels.

Woodcock says that, “Prior to using Viafoura’s solutions, we were faced with older technology that wan’t driving the engagement levels we desired from the community, challenged our moderation standards, and gave us little insight with respect to data.” Now, ACM audiences will be able to interact with journalists and each other, while Viafoura’s real-time moderation engine will ensure that toxic comments are flagged and conversations remain civil. “We are excited for our future with Viafoura”

“Viafoura is thrilled to welcome ACM as our first Australian customer! We can’t wait to see how they put this solution to work to deliver an enhanced engagement experience for their users and drive deeper data and insights.” says Dalia Vainer, Director Customer Experience at Viafoura.

How To Build An Online Community

Businesses face an ever-expanding digital consumer market, and it’s important to adapt to this shift in user preferences and respond with the provision of a well-designed, web-based platform that offers a unique and customized customer experience. The key to success lies in establishing a reliable web presence that inspires trust, loyalty, and a sense of community around your brand, which makes it extremely important to know how to build an online community for yourself.

There are a lot of benefits that come with building an online community; an increased ROI, a base of loyal customers, and a surge in brand awareness. Regardless of the industry, brand, or market sector, well-built virtual platforms that can sustain a growing, engaged community are a tremendous asset to your business and should be highly prioritized within your marketing strategy.

In this article, we’ll go over what an online community is and examples of the various types, how to build an online community, and some of the best practices for when you’ve put together your own.

What is An Online Community

An online community revolves around bringing people together around a specific concept, subject, or purpose. Depending on your organizational goals and the digital platform you choose, your users could share their opinions about a topic, go over educational resources, and even collaborate on projects.

So when you decide to build an online community, the first thing you have to consider is its purpose. To help you sort this out, here are some examples of online communities modeled around specific goals.

Interest-based community

As you might have guessed, these communities form around shared interests, hobbies, or pursuits. These are usually formed around recreational activities, and people in these communities are passionate about its basis. For instance, book clubs, wine tasters, coffee blend aficionados and sports fans are all great examples of this type of community.

Geographic location-based community

It is common to see these communities formed in small neighborhoods or towns. They’re usually built around a sense of neighbourhood, and often involve posting updates on the happenings around the neighbourhood, ranging from information regarding community projects, the best places to eat, and public service announcements.

Profession-based community

Some online communities are dedicated to connecting people that work in the same industries to share tips, solve problems, and find work. These groups share similar experiences in their work life, and their members can understand the unique challenges or circumstances that come with the profession, which can make them particularly well-knit at times.

Learning-based community

These types of communities are very common, and its members are brought together after they subscribe to a course or purchase a membership for an instructional or educational program. Some examples of this include communities built around continuing education courses, language study, and vocational training. These communities benefit from exchanging information, knowledge, and study materials with their peers.

Brand-based community

These types of communities are the most relevant to business, retailers, and media brands looking to engage with their customer audience. They’re specifically built around the user’s shared experiences with a particular brand, and are usually fostered by feelings of satisfaction, loyalty, and pride that are a result of a great customer experience.

How To Create An Online Community?

Now that you’re aware of the benefits of creating an online community and how it can benefit both your brand and your audience, we’ve put together a step-by-step guide on how to build an online community for your brand.

1. Choose the platform and outline your goals

As we mentioned before, the first thing you need to do is determine your brand goals and the purpose of the online community. This will probably align closely with your business goals, and will ultimately shape the way you engage with your audience and increase the appeal of your community.

2. Create guidelines

If you are going to build an online community, then you need to determine a set of rules to regulate the behavior of your members. Remember that you want to avoid any harassment, spam content, and illegal posts, and generally want to create a positive, brand-focused environment that makes your users excited about your content. Make these guidelines clear and readily available, and have systems and tools in place to enforce them when necessary.

3. Set up the community

Review some of the key features needed when figuring out how to create an online community. Ensure all the basics of user personalization are in-place, and make sure the tools your audience has access to for community engagement are functioning as intended. Ensure your content is separated by categories and tags so users can easily find the information they are looking for. Finally, also make sure your sign-in process is clear and bug-free so users can build their identities without issue.

4. Strategic engagement and community growth

A big part of engagement is input from your side as the brand. Engaging with your community by asking questions or proposing topics to discuss offers new sources of discussion, and your presence within the community will show your users that you’re taking an active, forward-facing role in its growth. Use the tools your audience does to promote discourse; like favorable posts, post comments and responses to questions, address complaints promptly and transparently. These are all great ways to develop community trust and growth.

Best Practices When Looking To Build An Online Community:

When it comes to building an online community, there are no shortcuts. Having an audience engagement strategy is the first step towards establishing a meaningful connection with your customers. Below are some of the best practices to keep in mind when creating your strategy for an online community.

Be Personable

The key to building a thriving digital community is by focusing on audience engagement. By nature, human beings want to connect and talk about things that matter to them, such as current events, their interests, or hobbies. Expressing what your organization stands for and infusing your brand’s unique perspective into your content can help connect with audience members who share the same views. This is the first step to building a lasting relationship with the members of your online community. Take the time you need to actively communicate with your audience and participate in the discourse, and you’ll see fantastic results in return.

Get to Know Your Audience

Providing an engaging digital space for your audience to engage and interact in requires both a keen understanding of community essentials as well as web elements and software. If you don’t have either of these, that’s okay!

At Viafoura, we offer an end-to-end platform that can help you engage with your web audience and convert them into members of a community. Our customizable and scalable solutions can help you convert first time visitors and unknown audiences into loyal subscribers. Check out our unique suite of solutions here to learn more about the ways in which online community management and engagement software can help you provide a unique experience for your audience.

Take Advantage of Tools

Building a community online comes with a number of responsibilities that can get daunting if you don’t utilize specialized tools. Connecting your social media tools to your online community platform can also be a challenge.

At Viafoura, we offer an end-to-end platform that can help you engage with your community and convert them into leads. Our customizable and scalable solution can help you uncover loyal subscribers and turn them into your brand’s ambassadors. Check out our unique platform here.

Grupo Clarín Upgrades Its Audience Engagement Solution With Viafoura

In pursuit of a new community-building partner, Grupo Clarín enlists the help of Viafoura to develop a highly active and lucrative digital audience.

TORONTO, ON, Jul. 21, 2021 — Grupo Clarín, the largest media producer in Argentina and one of the top Spanish news brands worldwide, and Viafoura, a leader in audience engagement and content moderation, today announced an ongoing partnership to forge stronger, long-lasting audience relationships. Replacing its previous audience engagement tool, Grupo Clarín is embracing Viafoura to improve user experiences on its website — and ultimately drive registrations and subscriptions.

Before turning to Viafoura, Grupo Clarín did not have an effective way to moderate Spanish conversations on its digital properties. Viafoura’s advanced moderation capabilities allow Grupo Clarin’s main sites clarin.com (News) and ole.com.ar (Sports) to automatically block up to 90% of offensive comments, facilitating positive and productive conversations.

By combining Viafoura’s AI-driven, multilingual moderation services with its social engagement tools, Grupo Clarín is starting to see the quality of on-site discussions improve.

“We were looking for more than a basic commenting platform; we needed a solution that could consistently drive civil engagement and loyalty on-site,” explained Marcelo Rizzi, Chief Technology Officer and Big Data at Grupo Clarín. “We liked how Viafoura could bring an intuitive social experience right to our websites, with real-time engagement features such as likes, shares, personalization and notifications.”

“At the end of the day, we chose Viafoura because of its superior functionality, business model and price,” Rizzi added.

“Viafoura’s Audience Engagement Suite is designed to add value across digital communities, boosting user engagement and brand loyalty,” stated Jesse Moeinifar, Viafoura’s founder and CEO. “With Viafoura, Grupo Clarín can continue to inject new growth opportunities into its business.”

About Viafoura

Viafoura partners with over 600 media brands to engage, convert and monetize their digital audiences. With best-in-class engagement and content moderation solutions — including real-time conversations, live blogs, community chat, personalization tools and AI-powered moderation — Viafoura helps companies create active, civil and loyal online communities. Advanced data analytics also offer customers access to unique and valuable insights into their audience’s behaviors and preferences. As a result, the Viafoura solution drives higher registrations and subscriptions as well as better-targeted content and advertising.

About Grupo Clarín

Grupo Clarín is the largest media company in Argentina and a leading company in printing, publishing, broadcasting and programming markets. Its flagship newspaper — Diario Clarín — is one of the highest circulation newspapers in Latin America. Grupo Clarín is the largest producer of media content in Argentina, including news, sports and entertainment and reaches substantially all segments of the Argentine population in terms of wealth, geography and age.

Clarín actualiza su solución de comentarios con Viafoura para mejorar la experiencia e interacción de sus usuarios

En la búsqueda de un nuevo socio de ‘community-building’, Grupo Clarín contrató los servicios de Viafoura para desarrollar una audiencia digital altamente activa y valiosa.

TORONTO, ON, 21 de julio, 2021 — Grupo Clarín, la empresa de medios más grande de la Argentina y una de las marcas líder de noticias en español a nivel mundial, y Viafoura, compañía líder en interacción de audiencias y moderación de contenido, anunciaron hoy una alianza para crear lazos más fuertes y duraderos con sus usuarios. Reemplazando su herramienta previa de interacción de audiencias, Grupo Clarín se une a Viafoura con el objeto de mejorar la experiencia de los usuarios en sus sitios web, y como consecuencia continuar creciendo en registros y suscripciones.

Antes de contactar a Viafoura, Grupo Clarín no contaba con una manera eficaz de moderar las conversaciones en sus propiedades digitales. Las tecnología de moderación utilizada por Viafoura le permiten ahora a los sitios principales del Grupo Clarin – clarin.com (Noticias) y ole.com.ar (Deportes)- bloquear automáticamente hasta el 90% de los comentarios ofensivos, facilitando de este modo las conversaciones positivas e interesantes.

Al combinar los servicios multilingües impulsados por la inteligencia artificial de Viafoura, con sus herramientas de interacción social, Grupo Clarín confirma cómo la calidad de las conversaciones de sus sitios mejora.

“Estábamos en la búsqueda de algo más que una plataforma básica de comentarios; necesitábamos una solución que pudiese manejar en forma consistente la interacción amable y la fidelidad en el sitio”, explicó Marcelo Rizzi, Chief Technology Officer and Big Data en el Grupo Clarín. “Nos pareció atractivo cómo Viafoura podía aportar una experiencia social intuitiva directamente a nuestros sitios web, con características de interacción en tiempo real, tales como ‘me gusta’, ‘compartir’, ‘personalización’ y ‘notificaciones’.”

“Al final del día, elegimos Viafoura debido a su funcionalidad superior, modelo de negocios y su valor”, agregó Rizzi.

“El paquete de interacción de audiencia de Viafoura está diseñado para agregar valor a las comunidades digitales, promoviendo la interacción de los usuarios y la fidelización del cliente a la marca”, anunció Jesse Moeinifar, fundador y CEO de Viafoura. “Con Viafoura, Grupo Clarín puede continuar inyectando nuevas oportunidades de crecimiento en sus negocios.”

Acerca de Viafoura

Viafoura se encuentra aliada a más de 600 Medios con el fin de interactuar, convertir y monetizar sus audiencias digitales. Contando con las mejores soluciones de interacción y moderación de contenido del mercado, incluyendo conversaciones en tiempo real, blogs en vivo, community chat, herramientas de personalización y moderación impulsadas mediante IA, Viafoura ayuda a las empresas a crear comunidades online leales, amigables y activas. Un análisis de datos avanzado, también ofrece a los clientes acceso a información única y valiosa acerca de los comportamientos y las preferencias de sus audiencias. Como resultado, la solución de Viafoura impulsa un mayor número de registros y suscripciones, así como también ayuda a que la publicidad y el contenido estén mejor dirigidos.

Acerca de Grupo Clarín

Grupo Clarín es la compañía de medios más grande de la Argentina y una empresa líder en los mercados de impresión, publicación, transmisión y programación. Su diario emblemático, el Diario Clarín, es uno de los diarios de mayor alcance en América Latina y llega sustancialmente a todos los segmentos de la población en términos de nivel socio-económico, geografía y edad.