What can we learn about the GIPHY content moderation slip-up?

What can we learn about the GIPHY content moderation slip-up?

James Glenn Gomez Published on March 16, 2018

When it comes to content moderation, consider the butterfly effect. In a sense, one mistake can make a ripple and affect everything. And sometimes, one mistake can cost a business relationship.

Earlier this year, image-sharing social media apps Instagram and Snapchat had integrated the animated GIF aggregator GIPHY into their apps as stickers for snaps and stories. Just months later, they’re now cutting ties with the GIF database after a content moderation mishap. This comes after one racist GIF wasn’t scrubbed from their library, and was therefore available for use for the apps. The GIF in question is a “death counter” of sorts for black people. Thus, their parting of the ways with GIPHY.

While the GIF aggregator blamed a glitch in their code that allowed for the tasteless moving image to be available as a sticker, it doesn’t change the fact that this has strained their online reputation. Such things happen when content moderation goes awry. In retrospect, you can learn many things from this mishap, including the following.

  1. Automation isn’t foolproof
    inverted color robots working in office

    It’s not every day that one game-changing bug like this occurs to a website. However, if you’re hosting user-generated contentโ€”images, videos, audio, or what have youโ€”it’s important to take note that artificial intelligence won’t catch objectionable content 100% of the time. GIPHY has a gigantic library of GIFs; an offensive one went past their radar. Content moderation still needs a human moderator’s subjective eye to discern what is and what isn’t acceptable.

  2. Implement a foolproof content moderation strategy
    business team developing content moderation strategy on white board by glass wall

    Sometimes, it takes a bit of a reality check like this one to know that something’s wrong with your moderation policies. Your content moderation strategy must be stringent enough to prevent objectionable content from spilling out into anyone’s dashboards but accommodating enough to encourage creation of user-generated content (UGC). Whether you’re going to use AI, human moderators, or both, your content moderation strategy must be reliable.

  3. Be thorough and proactive
    stylish gentleman with robot in dark

    Your content won’t clean itself. You must take a thorough and proactive approach in preventing the prevalence of objectionable content on your website. Take, for instance, GIF database alternative Gfycat. In order to combat “deepfakes” (AI-assisted face-swap pornography), it uses two kinds of AI that identify fakery if they see one. Since AI’s not foolproof, they use human moderators and review a GIF’s metadataโ€”all just to combat deepfakes. This preemptive strike on such malicious content allows Gfycat to maintain the safety of their database.

  4. Consider outsourcing your content moderation services
    content moderation analyst being assisted by call center team leader

    If you feel that your company’s lacking in its reviewing efforts, maybe it’s time to consider moving your content moderation services to a provider. Now, there’s nothing wrong with an in-house team of reviewers. However, outsourcing presents an economical and scaling advantages without a drop in quality, letting you maintain a pristine website at a fraction of the cost.

  5. Sometimes, one mistake can be too little too late when it comes to content moderation. Such is what happened to the app integration of GIPHY with Instagram and Snapchat. Prevent such mistakes by taking a holistic and proactive approach to reviewing content.

JOIN US ON FACEBOOK
Open Access BPO
Open Access BPO2 days ago
To build a truly customer-centric organization, your #CustomerExperience team must be highly emotionally intelligent.

Here are the 5 advantages of cultivating #EmotionalIntelligence among your #CallCenter staff: https://buff.ly/43uHbcu

----------
Connect with an #outsourcing firm that can deeply connect with your customers: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CX #CustomerSupport
Open Access BPO
Open Access BPO2 days ago
Love knows no boundaries, and this month, we celebrate the beautiful #diversity that makes us who we are. ๐—ฃ๐—ฟ๐—ถ๐—ฑ๐—ฒ ๐— ๐—ผ๐—ป๐˜๐—ต honors and uplifts the LGBTQIA+ community, their achievements, and their ongoing fight for equality.

Open Access BPO joins the LGBTQIA+ community in celebrating authenticity, acceptance, and love this #PrideMonth.

Let's all spread love in all of its forms! Happy Pride!

#WeSpeakYourLanguage
#PrideMonth #Pride2023
#OASpeaksWithPride
#OneWithDiversity
Open Access BPO
Open Access BPO2 days ago
#FlashbackFriday: Revisit an enlightening blog post that delves into the historic Stonewall Riots, a pivotal moment in #LGBTQIA+ history.

Let's honor those who paved the way for progress, sparking a movement that continues to inspire change today: https://buff.ly/3C9zdd8

#WeSpeakYourLanguage
#PrideMonth #InclusivityMatters
#PrideMonth #Pride2023 #PrideHistory
#OASpeaksWithPride #OneWithDiversity
Open Access BPO
Open Access BPO updated their profile picture.3 days ago
Open Access BPO
Open Access BPO3 days ago
Companies lose billions due to poor #CustomerService. But more than the monetary loss, giving customers reasons to leave can incur a far greater impact on your business.

Read: https://buff.ly/43xXepW

----------
Step up your #CustomerRetention game by #outsourcing to a #CustomerSupport expert: OpenAccessBPO.com/get-started

#WeSpeakYourLanguage
#CustomerCare #CallCenterOutsourcing
Open Access BPO
Open Access BPO3 days ago
The idea that brands should add value to their customers' purchases and transactions is probably one of the most commonly talked about #CustomerService and retention strategies.

But what does "added value" really mean for customers?
Read: https://buff.ly/45Ahj0N
----------
Elevate customer experience by partnering with a #CallCenter that goes the extra mile 24/7: OpenAccessBPO.com/get-started/

#WeSpeakYourLanguage
#CustomerSupport #BPO
#CustomerExperience
Open Access BPO