Respondology: Blocking the negative social media noise

Keerthi Shanggar
Image credit: RoBird / Shutterstock.com

From what started out as a simple solution to a tirade of hate messages against sporting icon Serena Williams during the 2019 US Open, Respondology’s software has now become inherent across many business and sporting sectors.

After noticing the issue, the idea sparked behind Respondology’s main drive that is to eradicate online hate. They focused mainly on businesses as it erased unnecessary online bullying that was hindering the company’s success. Respondology provides a technology that is crucial for any social media presence today where cruel and unwanted messages are directed towards many up and coming sporting companies without any repercussions – it allows all these gruelling comments to be filtered out as soon as it pops up.

The technology uses a moderation system in which detection of any harmful content aimed at minority communities within the team or sports business are immediately muted, hence bettering the safety of the business as a whole. 

The company focuses on athletes, influencers, celebrities and brands under varying sectors to clear hate comments in order to promote a kinder social environment for both the influencer and their audience. A main facet of the company are the moderators as before the technology that sparks the filtration system, they evaluate the messages that choose which comments should be hidden. This halts the reliance on artificial intelligence as the differentiation between supportive messages and unhelpful ones are more clear with the presence of a moderator. In addition, the software stems across all social media platforms and matches accordingly with the timing of posts as well as real time analytics of all comments coming in with every new post. 

The main question underlying this software is why there is a demand for it and that is to understand the power of comments on the sporting community such as the players, teams or coaches. Many teams are victims of a slew of online attacks whether it be during a game loss or from rival supporters. This not only harbours a negative space within the online communities but could pose threats to the security to all the actors involved in these spaces. Safety within these communities online are a priority as it reflects that of the safety in real life during actual matches and how they interact socially. Technology such as Respondology acts as a protection against harmful comments that could affect the brand’s character.  

If these comments were to go unnoticed and left unmoderated, it could lead to a negative stance on the brand’s identity. Especially, in regards to comments that are racist, homophobic or sexist; these are simply not situations brands would want to be associated with. Furthermore, they would not want to be connected with ignoring these spiteful messaging as well. From a moral standpoint, Respondology is doing its part to protect the perception of a plethora of sporting clubs but also preventing the normalisation of a negative space within the supporters of these teams that can only occur if derogatory comments are stopped immediately as they appear. It does not even allow for these hateful activities to prosper. 

In terms of business, many brands could lose sponsorship opportunities due to connections with abusive online spaces. As a result, the brand’s revenue will be at stake. Additionally, when comments go unchecked, it perpetuates spam comments which could lead to illegal streaming and ticket scamming sites. These are all issues that are simply flushing money down the drain for most brands. However, by taking precautionary measures, with the likes of Respondology lessens the likelihood of burning money through unlikely means such as online comments. 

Evidently, the use of Respondology covers all the bases that comes with having an online presence; the barrage of hate and toxicity. With this slowly being stopped by this newfound technology, many businesses will continue to thrive without unnecessary harm to their business identity or their company revenue as a whole.

Check out Respondology’s features in full here: https://respondology.com/

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GIS Masterclass: Fan Engagement and Marketing with Terry Lynam and Karen Grega

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Image Credit: Global Institute of Sport

The Global Institute of Sport recently hosted a masterclass on Fan Engagement and Marketing, bringing together two industry leaders to tackle the field’s most pressing issues.

The Global Institute of Sport (GIS), which offers a Master’s in Sports Business and Sports Analytics through the University of Newcastle, regularly holds masterclasses with industry leaders as part of its curriculum.

The latest focused on fan engagement and marketing, covering two key themes: the growing tension between live sport and online streaming, and the role of data in shaping the fan experience.

The panelists 

Terry Lynam recently concluded her role as General Manager of Fan Experience and Events at Football Australia, overseeing the AFC Women’s Asian Cup on home soil.

Karen Grega is an experienced sports management consultant with a multi-code background. She currently represents Football Coaches Australia (FCA) and Heartbeat of Football, and has previously worked with Sydney Cricket Ground, Venues NSW and Sydney FC.

Live Sport and social media.

Terry Lynam opened with a pointed statement — one she acknowledged would be controversial. She argued that the sense of community unique to live sport is being eroded by social media and ‘snippet’ consumption.

Central to her concern is how marketing teams are failing to segment their audiences, treating casual online viewers the same as matchday fans.

“If they aren’t spending money on the sport we shouldn’t count them as spectators to the same level as match going fans.”

“What we want to consider as marketeers is how much we want to give away and how much we want our live sport element to remain,” Lynam said.

Grega echoed the sentiment, arguing fan engagement ultimately comes down to human connection. “It’s not rocket science.”

She suggested the industry revisit the concept of sport as a family outing to recapture that communal experience.

Data Driving Decisions

Both panelists highlighted data and analytics as central to modern fan engagement.

Grega recalled the introduction of computerised turnstiles as a turning point, enabling teams to track crowd movements and optimise staffing and entry times.

She also noted the continued value of fan surveys in informing marketing decisions.

Lynam pointed to ticketing technology as a significant data frontier.

Modern platforms like Ticketmaster’s ticket-transfer system now provide detailed customer insights.

“It allows us to have a better understanding of who’s getting the ticket and how they transport themselves there or when they arrive,”

“We can personalise their journey and sell content to them,” Lynam commented. 

The discussion also touched on data sourced from social media and on-field player tracking, as well as interactive stadium technology gaining traction in the US.

This included holographic assistants and player headset interactions that bring a broadcast-style experience to live events.

Activations That Educate

Activations rounded out the masterclass, with Lynam detailing how she created a fan zone on a modest budget for the Women’s Asian Cup.

The activation featured charitable partnerships focused on women’s health, including Heartbeat of Football, Endometriosis Australia and Share the Dignity.

“I’m very hopeful that that type of idea gets pushed through on other sporting events,” Lynam said.

Grega elaborated on the Heartbeat of Football activation, highlighting how a competitive element built around CPR and heart health kept fans engaged while also educating them.

“The whole health hub ticked all the boxes — it was immersive, it was interactive, it was there for all ages, both sexes.”

“That sort of blueprint is one that should be replicated as much as possible,” Explained Karen Grega

The masterclass offered students and industry professionals a valuable window into contemporary sports marketing.

As the competition for fan attention intensifies, the blend of live experience, smart data use, and purposeful activations can help define the next chapters of fan engagement.

More Than One in Five Football Australia Staff to Lose Jobs Amid Growing Financial Losses

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Image Credit: ESPN

Australian football finds itself in a curious position.

From the outside, the game appears to be riding a wave of momentum. Attendances, visibility and public interest have all experienced significant uplift in recent years, while major international tournaments and growing discussion around football’s future continue to place the sport firmly within the national conversation.

Yet behind that momentum, Football Australia is now confronting a far more challenging internal reality.

 

A compounding deficit

Chief Executive Martin Kugeler has reportedly indicated the governing body’s projected financial losses for 2025 are expected to exceed the organisation’s reported $8.5 million deficit from the previous year. Accompanying the financial outlook are substantial organisational changes, with reporting from Tracey Holmes indicating more than one in five Football Australia employees are expected to lose their positions through restructuring measures.

The figures represent more than a difficult balance sheet. They point toward a significant period of recalibration inside the organisation responsible for overseeing the sport nationally.

 

Losing the wisdom of existing staff members

For governing bodies, restructures are often framed as strategic necessities for future sustainability. However, workforce changes on this scale also raise broader questions around the challenges of such a transition.

People are often the carriers of knowledge, relationships and long-term strategic understanding. When organisations undergo significant structural change, the effects can extend beyond immediate financial outcomes.

 

Contradicting timing

The timing is what makes the developments particularly notable.

Football in Australia has spent recent years discussing expansion, growth and long-term opportunity. The conversation surrounding the game has increasingly centred on future potential. Often headlining stronger pathways, larger audiences, infrastructure development and greater visibility.

Against that backdrop, news of deep financial losses and substantial staffing reductions creates a different conversation: one focused not on where the game wants to go, but on what may be required to sustain that journey. Therefore, this announcement points toward stagnancy, rather than growth.

Further detail surrounding Football Australia’s strategy and long-term direction will likely emerge over coming months. For now, the developments serve as a reminder that growth stories are rarely straightforward.

Often, the periods that appear strongest from the outside can also be the moments organisations face their most significant internal tests.

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