Emoderation adopts Reputationshare technology

A system to track and share the reputations of online community users is being introduced to the UK and US markets by Emoderation.

The adoption of Reputationshare technology, developed by Lookbothways, is a significant step in increasing the protection of community users from abusers, for example, people who persistently upload abusive or illegal content to websites, or commit online fraud.

Reputationshare allows brands to tap into user reputation information in much the same way that credit reference information is shared, so users' reputations will precede them from site to site.

In addition to deterring cyberbullying and online abuse, Reputationshare also enables companies to identify users with positive reputations (similar to the way in which Ebay sellers are starred), so companies can reward community users who take a positive, active role in their communities.

It can also reduce costs as companies may find that users with a positive reputation do not need to be moderated as intensively as those with no history or a less-than-stellar reputation.

Reputations on the service are anonymous and secure - no personally identifiable information is stored - yet can be leveraged by participating companies across a full spectrum of online services.

It is important to note that users will only get a seriously reduced rating for specific, serious abuse of the rules of a website - for example, uploading offensive or abusive material onto a community designed for children, and that the service's algorithms take into account the date and severity of the offence.

Only in cases where an incident report is extreme, such as a report of sexual or grooming behaviour, would a single report dramatically damage a user's online reputation.

Sites choose for themselves how to interpret Reputationshare information and apply rewards or strictures accordingly.

Reputationshare monitors participating sites to ensure that reports are reliable.

The alliance with Emoderation will see the Reputationshare service gain significant foothold in the UK, as it is offered to the brands already working with Emoderation.

It will lead to a more positive and safer online experience for consumers, and is a critical step in improving online safety while rewarding responsible users.

Emoderation is actively encouraging other agencies and brands to use the system and ensure widespread adoption.

Crisp, a moderation software developer, will also be using the system.

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