1. About Suomi24
Owned by the media company Aller Media, Suomi24 is the largest and one of the most active Finnish social networks. Based on its moderation policies, Suomi24 aims to uphold a diverse and open discussion, allowing a wide range of opinions, as well as critical and even provocative viewpoints. Despite the open policy, content moderation needs to be proactive but impartial for all users and opinions.
2. Challenge & Goals
As the online community has grown, upholding the right level of moderation efficiently has become increasingly challenging with only human moderation. Faced with this, Aller’s challenge was to increase the frequency and improve the quality of moderation, while simultaneously maintaining its moderation-related employee costs at their current level.
Aller decided to complement human moderation with Artificial Intelligence and machine learning. Utopia’s AI Moderator was selected for its unrivalled capability to handle colloquial language, neo-logistic words and atypical as well as misspelt words. Further emphasis was placed on the ability to view comments holistically and the recognition of semantic content.
Utopia AI Moderator was introduced with a pilot phase. Lasting approximately three months, the first phase involved feeding Utopia’s AI Moderator engine with approved and denied entries resulting from historic human moderation. Within one week, Utopia’s AI Moderator had replicated human moderation, with a 90% accuracy.
As the accuracy levels continued to improve with the increased volume of learning data, Utopia’s AI Moderator was launched in the second phase. At this stage, Utopia’s AI was given independent access to comment approval and denial, with close supervision from human moderators. Simultaneously, user feedback was closely observed, and further optimisation was actively completed.
Whilst keeping moderation policies intact, the number of instances of inappropriate content being removed each month increased from 8,000 to 28,000. Simultaneously, users took a more active role in reporting dubious content, so human moderators were able to focus on other content needing attention. In addition, user satisfaction improved, and advertising spend is on the rise.
Launched in 1998, nearly 2 million Finns have registered onto Suomi24. The site enjoys over 3 million visitors each month. The 6 million messages posted annually, or 16,500 daily posts, make Suomi24 the largest Finnish online discussion forum. Owned by Aller Media, Suomi24 has been a stand-alone company since 2007.
“Moderation is an essential part of sites with lots of user-generated content. At Suomi24, we receive 6 million new discussions and comments every year.
Ethics and high-quality operative execution are the key to our moderation culture. Our baseline was that automation should not restrict our users’ freedom of expression.
We chose Utopia’s AI Moderator for its unrivalled moderation capability to handle colloquial, normal conversation as well as new emerging expressions, spellings and misspellings. With Artificial Intelligence we have been able to upgrade our moderation capabilities and improve the culture of dialogue within our service.”
Aller Media Finland