Artificial Intelligence and moderation on Social Networks: where are we now?

Artificial Intelligence and moderation on Social Networks: where are we now?

A little glimpse into the Artificial Intelligence Background

Facebook Moderation,



1950’s was the start of something big. Something REALLY big!

Did you know that Artificial Intelligence emerged with Alan Turing’s work in the 50’s? He simply asked himself if a machine could think as a human being.

Computer programs have excelled humans on several cognitive abilities over the years, such as the game of chess in 1997. Garry Kasparov, the best chess player in the world played chess against Deep Blue (a supercomputer built by IBM).

After 6 rounds, Kasparov has bowed to Deep Blue’s success. If you would like to see how Deep Blue excelled Kasparov, watch this video showing the game !


A.I. and moderation on social media : what’s up ?

Since then A.I. rises in many sectors and takes a very large place in our world. However, a specific area of the A.I. is way behind when we talk about sorting out the acceptable contents on social media. Let’s talk here about two major actors that are really concerned by this matter : Youtube and Facebook.

When we talk about moderation, we talk about the avoidance of excess or extremes, especially in one’s behavior or political opinions. And both Facebook and Youtube are often dealing with this issue. This is due to the way they work: before it might be deleted, people can post anything on social media.


When you read the news, you can often see apologies from Facebook.

The main reasons for those excuses are about uneven content moderation. Last December, 29th, Facebook has apologized for allowing Hate Speech to Fester. Another problem of moderation? During the American presidential elections for letting Russia publish ads aiming to influence the next American president.

All of those news show there clearly is a lack of knowledge in this area. Facebook uses for some publications A.I. For instance, Facebook has image-detection software and a new A.I. system that  can understand words in context. But Facebook recognizes its A.I. is not sophisticated enough to answer to all the needs of moderation.


Youtube is facing similar issues.

Advertisers fear to see their ads placed next to inappropriate content and parents are anxious about violent content apparently directed at children. A global concern is that their A.I. is not efficient enough. Since June 2017 150,000 videos for violent extremism have been removed by the platform : 98% of those have also been flagged by the A.I.

But so many subjects are missing in their A.I. systems which makes moderation on Youtube not perfect at all.  The A.I. is today only capable of limiting the risks of free content posting.

As a consequence, thousands of people are still focused on staring and forbidding millions of unadapted content every day. By the end of 2018 30,000 people will be hired to do the job (which is quite horrible, let’s say it : war acts, violence, brutality, suicide, abuses on minors… Nothing funny).

But both Youtube and Facebook stress that Machine Learning is moving forward in order to automate the management of some of the content. Today the A.I. helps dedicated operators to remove 5 times more unadapted videos from the social media.

But let’s remain positive : Mark Zuckerberg just announced his resolutions for 2018 (click here to see his full post). Moderation is clearly a part of this year’s next actions for Facebook!

As he wrote on a Facebook post:
« The world feels anxious and divided, and Facebook has a lot of work to do — whether it’s protecting our community from abuse and hate » or « defending against interference by nation states »”

Artificial Intelligence and moderation on Social Networks: where are we now?

What you need to know before advertising on Facebook

2 006 000 000! That is the number of monthly active users worldwide on Facebook from April to June 2017. In less than ten years, the N°1 social network has become one of the best marketing platform for brands: 1 person out of 3 can be reached with Facebook Advertising worldwide!

The attractiveness of Facebook as a new media alternative for brands is overwhelming. I am sure you would like to know what makes Facebook Advertising so appealing. A major fact is that Facebook allows brands to advertise differently through an increasingly precise targeting.


How to use specific audiences on Facebook Advertising

Facebook Advertising allows to choose who will be able to see your ads.

What’s the worst thing for a business? Spending money on marketing and advertising while knowing a part of the reached people will not have any interest for its product.
Companies can choose precisely who to target! Facebook gives businesses different criteria to target the right people and to learn about the persona. Here are the first things you need to know about Facebook’s audience: enjoy!

1. Demographics

You can sort Facebook users by age, country, gender, language… Basic and simple, but essential. For instance, if you are selling cosmetics online, then you would prefer to target women. With Facebook, you can do it easily.

2. Interests

What does your main audience love? Bloggers? Food? Coffee or even cats? Find out who your main audience is and likes, and start targeting the right new audience to make your campaigns’ objectives reachable. Define your audiences by targeting your own persona’s interests.

3. Personalised audiences (subscribers, website’s visitors…)

Targeting your own database is being made possible through an easy and cheap way on Facebook. Find additional revenue easily by targeting your current audience and you will for sure be happy with your results!
Then, when looking for new qualified audiences, excluding your current databases from your campaigns is mandatory. By doing so, businesses can easily target a really new audience. Then, they can analyse how they succeeded or failed to attract a particular kind of prospects. One targeting after another, you will be able to sharpen your persona to finally make your Facebook campaigns more and more efficient.

4. Lookalike audiences

Your own database is full of knowledge on Facebook! Not only a way to promote your products and make your revenue bigger, it can also help you reach new people. Once you know your database is relevant and big enough, that it was successful and showed you were targeting the right person, you can use it to target other people as well! Upload your audience on Facebook and create a similar audience. This will target people who have similar interests than your own database. It can either be a very similar audience that will be small, or an audience that will be larger, but less similar than your initial audience. Clever, isn’t it?

5. Shared audiences

Doing partnerships can also be a way of targeting a partner’s database. If you find similarities with another company’s customers, then that is perfect! Share both your personalised audiences with each other and gain new prospects easily.

6. Retargeting an audience reached thanks to other levers

As you might know, many online platforms exist to advertise. For example, Snapchat makes your brand very visible but does not really help your business grow revenue as fast as Facebook. You must be smart and agile! Target your Snapchat Ad viewers a second time through a different lever and a different message. This will for sure lead your online marketing more effective and relevant!

You are now ready for the first step to advertise through Facebook. Build various and clever Facebook audiences, in order to make your business bigger and bigger. If you feel like knowing how to target the right person, please watch this short video.

Good luck and work hard!

Artificial Intelligence and moderation on Social Networks: where are we now?

Is Instagram the new Snapchat?

Nowadays, mobile is not just a technological device but it is also a channel. A channel that is revolutionizing the social media world. Mobile phone has created pathways to new opportunities of development and creation for social media platform. Platforms such as Facebook and Instagram have new challenges to overcome.

In this article, we will look at Instagram and how this platform is trying to adapt and face new competitors.

Let start from the beginning, what is Instagram?

Instagram, created in 2010 and belonging to Facebook since 2011, is a “photo-sharing-app”.

On Instagram, users share pictures they like with their followers. One of the main characteristics of Instagram is the fact that you can tag your post with hashtags; i.e. this fashion related picture below:


Thanks to these hashtags, your followers -or even random people if your profile is public- can find your post by simply typing the word they are looking for. Another important characteristic of Instagram is the fact that you can identify other users on your picture. Usually, users identify either their friends or brands they are wearing on the post. These two characteristics are great marketing tools for brands.


In numbers, Instagram is …

Capture d’écran 2016-12-04 à 13.20.04

Instagram has managed to develop a faithful, present and strong community all over the world.

However, as mentioned above, mobile has paved the way for new entrants in the market. Therefore, nowadays, there are so many different social media apps and platforms that it has become so hard to make a choice for users. Generally, users have one app for each purpose –even though some companies think they would prefer having one app for everything! This is clearly what Facebook is trying to do…


Between Instagram and Snapchat, there is only one step

Do you remember the Snapchat phenomenon? You know, this “yellow-ghost-app” that allows you to share ephemeral videos to your friends?  Well, Snapchat is not the only one player on the market of ephemeral content. Indeed, last August, Instagram has launched its Stories and direct message features.

From now on, on Instagram, you can share with your followers ephemeral videos that will last for 24h. This is the exact same concept than the Stories of Snapchat.

But why would Instagram change the marketing rules of the social media sphere? To succeed, you need to copy the best practice of the market! That is exactly what the company has decided to do since this summer. Indeed, all the last updates and features of the app are inspired –or we could even say “copied” – by the business model of Snapchat. From the introduction of Stories to the notification in case of screenshot or the possibility to chat with direct message, Instagram is clearly not trying to hide its strategy.

Do you want to know the reasons why Instagram is adding these new features directly copied from its competitor?

  • Snapchat is “THE” new trendy app that has more millennial users than Instagram
  • Instagram’s first business model was great but was “fake”. Fake in a way that the pictures lacked spontaneity. Indeed, when you post on Instagram, you select the best picture you can to highlight your life, you add nice and artistic filters on it and you try to have the most likes you can on it.
  • While in the meantime, Snapchat was conquering users thanks to the spontaneity and authenticity of its business model.
  • Facebook has already tried 3 times to buy Snapchat without any success


One step, but only one winner

Instagram’s new moves are a real threat for Snapchat. Indeed, if users have the choice to share the same content on both apps, they would more easily go for Instagram. This app allows them to display their stories in front of an audience they have already built.

If we had to compare the main shared characteristics of these two app, here is what we would have:

Comparative table Instagram vs Snapchat


Moreover, Instagram is soon going to launch the possibility to tag friend or brands on stories; this will allow the brand to have a competitive advantage over Snapchat. Did you know that 75% of Instagram users take action (i.e. visiting a website, sending an email, etc) after looking at a post? This is something that Snapchat is struggling to compete with … At least at the moment.

In addition to this next move, Instagram is currently launching a “Live” option which will remove in the footsteps of Facebook Live and which would directly challenge Twitter’s Periscope.

It looks like Facebook is planning to transform Instagram into THE app for every other use than the one you have on Facebook!


Looking at the strategy deployed by the group to try to eject Snapchat via Instagram, you would not be surprised if I was telling you that even Facebook is « following » the trend?!

Last October, Facebook was testing (in Australia) a new service for its users; a new service weirdly similar to one of Snapchat’s options (and Instagram now). With the development of Messenger Day, Facebook is planning on incorporating the Stories option on its app. Do you think it is a clever move from the company?

And you, faithful readers, which app do you prefer: Instagram or Snapchat?

Artificial Intelligence and moderation on Social Networks: where are we now?

Top 5 reasons for traditional banks to be present on Social Networks

Today, social networks give many new opportunities to companies and traditionnal banks can not ignore them and have to adapt their strategies. So we are going to see the 5 main reasons why banks have to be present on social networks :

  1. Because social networks spending is increasingly important

As shown in the table on the righth1and side, the social network ad spending worlwide represents more than $35,98 billions and since 2013, the average annual growth is 37%. That means that companies are increasing their social media spend, and in 2017, it is going to represent 16% of digital ad spending.

As the market is evolving, banks have to adapt their strategy and invest in this new media too.




  1. Because there is strong competition

Indeed, this market is located on a very competitive market. According to Digimind[1] « 2014 has been marked as a start of a banking revolution ». This market is also very attractive : in 2014, it represented more than €109,3 billions in France[2]. By the attractiveness of the market and by the arriving of many innovations upsetting the sector’s habits, the competition is becoming more and more important with the rise of Fintechs, online banks and other new incoming. Today, taditional banks find themselves increasingly disintermediated by many competitors which are specialized in a particular service. Furthermore, the integration of social networks is part of 47.7%[3] of the reasons why a customer might join the services of a fintech. That’s why it is essential for traditionnal banks to be present on social networks. [4]



  1. Because customer behaviour has changed :

Indeed, nowadays, customers use social networks during all the course purchase. According to Harris Interactive[5], 62% of respondents reported seeking information on a product or service on social networks before buying. They also use social networks during the act of purchase by sharing the product with friends or familiy. Finally, more than 42% assert that they want to have an assistance through social networks after the act of purchase.



In banking, according to Capgemini[6], in 2016, 11% of customers worldwide use social networks to contact their bank. And more than 80% of consumers inform themselves about a financial product or service before subscribing. So, it is really important for traditonnal banks to be present on social neworks in order to adapt to the new customer behaviour and also to offer a new customer relationship…


  1. Because social is key in customer relationship management

Today, social networks have really shook the traditional customer relationship banking sector. Indeed, given that users are increasingly on networks social they become accustomed to communicating with their brands on social networks. The online sales sector have quickly been affected by this phenomenon and for some years the banking sector has had to adapt too. Consumers want to get in touch quickly and easily with their bank on social networks. This is the reason why we have seen many pages dedicated to the support and customer service. Some banks such as Société Générale undertake even to respond to their client in less than 30 minutes on Twitter.


Today, we are increasingly speaking about SRM (Social Relationship Management) instead of CRM (Customer Realtionship Management). The SRM is a philosophy and a business strategy that is present in all stages of the customer relationship:

Indeed, it is positioned upstream listening to its customers on these networks, making the eve of what people think and say about the brand. There is also the notion of feedback which is essential. Indeed, today the customer has the opportunity to share his experience with the world on these networks, including giving advice, or other critical information to their brands. It is then the role of the Community Manager to provide feedback to the appropriate services in order to improve the customer experience. Inevitably, and as discussed previsously, it is the customer service function that is most represented in these networks. Typically, banks use special accounts or sites to respond directly to users’ comments and questions.


  1. Because social networks is an important communication tool

Banks have a lot of different customers and many different products and services. Social networks allow banks to communicate to a particular target. They can do hyper segmentation. So this is really usefull for them. Then, social networks allow them to be present in the everyday life of their clients by giving them some advices, information etc…


[1] Offre Média. « La publicité sur les réseaux sociaux dans le monde devrait plus que doubler en 3 ans pour atteindre 36 milliard de dollars en 2017 » (16 Avril 2015). [ONLINE]. (Page consulted 10.29.2016)

[1] Digimind, « Les Banques sur les réseaux sociaux : quel services pour quels enjeux », Etude Digitale, p1, 2016

[2] APRC, Banque de France, « Les chiffres du marché français de la banque et de l’assurance », 2014

[3] Capgemini, Efma, « World Retail Banking Report 2016», 2016


[5] Harris interactive. “Social Life – Harris interactive edition 2016” (15 Mars 2016). [En ligne]. (Page consulted 10.29.2016)

[6] apgemini, Efma, « World Retail Banking Report 2016», 2016

Artificial Intelligence and moderation on Social Networks: where are we now?

TOR is ready to strike a blow

Anonymity has becoming a big topic during the last years: Edward Snowden disclosure’s or “Safe Harbor” disrespect are some of the scandals that made Internet users to feel spied on.

But today, a player who was regarded for a long time as the Internet platform for illegal trade is taking advantage of the situation: The Onion Router (TOR).

Several projects including one linked to Facebook are being discussed now and are almost ready for implementation. TOR offers new perspectives regarding data protection and anonymity. How does it work?

The Onion Router is an alternative network of relay servers scattered around the world, which mainly serve to cover tracks: thanks to TOR, any user can remain anonymous and untraceable. The TOR servers can also host “hidden services” such as illegal websites or services like Ricochet.

TOR’s principle is the onion routing. It was designed in the mid-1990s by US Army lab, the Naval Research Laboratory, whose specialties is information warfare. The mathematician Paul Syverson and the engineers Michael Reed and David Goldschlag participated in its design. The Defense Advanced Research Projects Agency (DARPA) developed it.

The onion routing overcomes certain shortcomings of existing systems (including proxies) that are not enough to guarantee anonymity.TOR is the second onion routing system generation (the first generation contained many defects and therefore never had real success).

Let’s now see the potential implementations TOR offers to the Internet user.

A secure messaging: Ricochet

Encrypting software available on the Internet for the public is becoming more efficient and easy to use, but to date, they still have some weaknesses. Thus, they do not hide much “metadata”: the technical information routers need to route messages: sender, recipient, date sent, sometimes document size…

Developed by a 23 years old American who calls himself “Special”, Ricochet is a free peer-to-peer program, which has the double advantage of being completely decentralized and protects metadata through the onion routing.

TOR allows Ricochet users to find and identify themselves thanks to the distribution on different servers, which change randomly. When registering, each user is assigned a unique identifier automatically generated, which serves both as address and login ID. Then each connection is authenticated with a temporary password. Correspondents can connect themselves via TOR relay and then exchange encryption keys and messages without revealing their location or their Internet address. Each user has his own contact list and doesn’t share it with people. Communications are encrypted from end to end, encryption taking place in the computer of the sender and decryption in the recipient’s one. The Internet service provider will only see that you’re using TOR but nothing more.

Ricochet is a complex program, but for end user, it is almost as simple as a regular messaging service: no need to understand how TOR works or the encryption keys principle, just download the software to obtain the address of a correspondent and send a request for contact with a click. The interface is purposely minimalist and stripped. Only constraint: both parties must be online simultaneously. In the future, Ricochet could be equipped with new features such as file transfer, multi-party conversations, or even audio and video streaming.

A Facebook connection through TOR

The Android Facebook application will be able to offer a function that will please a lot of users looking for anonymity.tor 2

Facebook announced it would integrate a setting on a next version of its Android application and Orbot will link the social network and Tor. This new project was initiated by a trainee at Facebook and quickly realizing the potential of this idea, a team worked on the project. However, Facebook had already installed the basics of this concept since late 2014, the company had acquired a .onion address and already recommends installing Orbot to support the TOR network.

For now, this possibility would not be available for Messenger which is totally independent of the social network, it is not unreasonable to think that if Facebook goes in that direction, it will probably offer one day this type of functionality also on its messaging. The real need of users is the ability to communicate with friends anonymously from a mailbox. In addition, it is unlikely that Facebook directs users to TOR Messenger or Ricochet, therefore a change is expected in this regard.

TOR is slowly changing its bad image and a lot of Internet players start to be interested in the opportunities TOR offers. Even if the onion routing is still used for paedophilia, weapons sales and drugs sales networks, it is also becoming a good way for simple Internet users to protect their private lives. But you also have to know that it isn’t a 100% anonymous connection and that the NSA has set up several Tor nodes to collect information on the network. But still, it is almost impossible to follow someone using the onion routing except if at some point, he forgot to hide his email address (which is often the case).

Will TOR really change the data protection or is it a new way to bring more control in the onion routing?