A Jewellery Quarter-based social media management firm is helping Cadbury combat abusive comments on sites like Facebook.
The chocolate giant is using CrowdControlHQ to help manage its multiple social media accounts on sites like Twitter and Facebook after it was first brought in to help with the Spots v Stripes campaign.
The Kraft-owned company is using the service to interact with the public across its different social media accounts, respond to messages quickly as well as to monitor what people are saying and making sure Cadbury’s brand is protected.
CrowdControlHQ’s moderation functionality flags up abusive comments which appear on Facebook pages, which means Cadbury can review and delete these comments or delete immediately, depending on the key words flagged.
Cadbury interactive manager Richard Acton said: “A lot of companies with family-oriented brands like Cadbury are worried about the moderation element of posts on their social media space which they are unable to manage. With this tool we can monitor topics and posts and apply a cause of action as soon as they appear. It is immensely valuable to us.”
Thomas Beetschen, major information services programmes lead at Kraft Foods, said: “Not only does Cadbury want to protect its brand value, it also wants to protect its audience.
“With an increasing audience comes an increasing risk which makes the task of moderation much more intensive, this is only helped by using an automated tool such as CrowdControlHQ. It has added a layer of security to our brand protection protocols.”