How Spredfast and POSSIBLE are Combating Hate Speech

One of the unfortunate realities of our world is the prevalence of hate, bigotry, and prejudice. We hear about atrocities of violence and injustice in the news far too often, and many experience some form of prejudice in their daily lives. Often times these messages and can feel so loud they consume the global discussion, but silence is not the answer.

As marketers, we understand the power of social media to spread a message across the globe in an instant. Our customers use social media on a daily basis to create meaningful connections through marketing and care with the people that matter most.

Unfortunately, the same power that enables these connections has created a new platform on which hate can spread. In 2017 alone, there were 16 million hate speech tweets, eclipsing the Super Bowl by over 5 million.

How the We Counter Hate Campaign can Help

This is why we’re proud to partner with creative agency POSSIBLE on their recently launched We Counter Hate campaign. We Counter Hate aims to curb the spread of hate speech on social media by turning retweets of hate speech into donations to anti-hate group Life After Hate. To pull this off, POSSIBLE developed an AI platform to first identify hate speech, then measure the impact of the post, and finally hand the post off to a human moderator to reply with the message:

“This hateful tweet is now being countered. Think twice before retweeting. For every retweet, a donation will be committed to a non-profit fighting for equality, inclusion and diversity.”

Every retweet the hate speech receives donates $1 to Life After Hate, an organization dedicated to fighting hate. The hope is this donation will raise money for Life After Hate, but also deter future sharing.

A recent AdWeek article highlighted that one of the biggest challenges for We Counter Hate was programming the ability to identify hate speech, and this is where we come in. As a longtime partner, POSSIBLE uses Spredfast on a daily basis to help clients execute smart social strategies. For We Counter Hate, POSSIBLE relies on Spredfast Intelligence to identify and label hate speech quickly, accurately, and at scale.

Why Brands Must Take Stands

Martin Luther King, Jr. said, “Our lives begin to end the day we become silent about things that matter.” Last year at our Smart Social Summit, Former First Lady Michelle Obama spoke to over 1200 digital marketers and 300 students about the responsibility of businesses to speak up for their principles, and take a stand in pivotal moments. She said that when businesses have the opportunity to join public discourse, they have a moral obligation to use that voice for good.

Our partners and customers are taking a stand where they see injustice and making a tangible impact on our world. We couldn’t be more proud to support POSSIBLE and all our customers speaking out and taking action.

If you’re interested in learning more or donating to We Counter Hate, visit the campaign and join us as #WeCounterHate.

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Alex Murray is Brand Communications Manager at Spredfast, responsible for executive branding and media relations. An Austin native at heart, you can find him obsessing over the latest Nintendo games, binging the Lord of the Rings Trilogy, or tearing it up at a punk show.