Data from Daguan show that in 2017, the user scale of China Mobile’s comprehensive information market maintained a steady growth, maintaining a user scale of around 500 million. Among them, in November 2017, the average daily usage time of network media was 40 minutes, and Netease News ranked first. According to the latest data from QuestMobile, a well-known domestic mobile big data service provider, in the first quarter of 2018, the average daily usage time of netease News ranked first in the comprehensive news and information App list, and the “user active rate” (DAU/MAU) was as high as 37.1%. More than Tencent news, Sohu news, Phoenix news, Sina news and other news and information apps, ranking the first comprehensive news and information client.
User activity rate is 37.1%! This is undoubtedly the best interpretation of “netease news – each has his own attitude”. Behind the “different attitudes” is a clever response. For netease News, apart from letting users maintain their own attitudes, it also needs to provide users with a healthy communication environment and shoulder the responsibility of healthy public opinion.
Netease news user tagging culture is also an important part of netease news content gene. Meanwhile, tagging culture is also a manifestation of the stickiness of netease news users. A large number of active users output their views on netease News client through comments, likes and interaction, etc. The unique tagging culture of netease News formed on this basis is a profound reflection of the user value of netease News.
With the development of mobile Internet, UGC has long been an indispensable category in many popular apps. User-generated content is a common feature of these products and netease posts. But users can produce good content, but also a lot of negative and spammy content, and with the development of technology, robots have become spammy content producers. This is not only embarrassing for many content operations, but also for the decline of some products.
So, netease is how to handle content security (anti – garbage) problem?
20 years of experience, and three technology iterations of netease
The history of anti-spam on the Internet seems to be traced back to the first spam in 1978, and today there are billions of spam in the world every day, coupled with spam comments, fraudulent text messages, pornographic advertisements and so on, almost all Internet products are facing anti-spam pressure, netease is no exception.
Since the launch of mailbox products in 1997, netease has started its own anti-garbage road, and its product line has expanded from mailbox and news to video and audio entertainment, games, social networking, e-commerce and other fields. Netease’s anti-garbage technology has contributed to the success of Netease’s comments. In fact, netease’s anti-garbage technology has also completed three technical iterations while the technology continues to develop.
The first stage mainly relies on keywords, blacklist and whitelist and various filter technologies to do some content detection and interception. This is the most basic stage and netease mailbox’s first attempt at spam filtering. Later, this technology was also applied to the comment section of netease News. However, due to the computing power bottleneck and the development of algorithm theory, the first stage of the technology can only be said to be barely enough to use.
The second stage is mainly based on the updating of some algorithms in the computer industry, such as Bayesian filtering, some skin color recognition, texture recognition and so on. Netease has carried out better feature matching and technical transformation for these algorithms in practical application, so as to achieve better anti-garbage effect, which is also the key for netease’s follow-up posts to last for 13 years and become better and better.
The third stage utilizes the most popular artificial intelligence technologies. In the field of content security, netease makes use of big data to analyze users’ behavior, conduct user portraits, and evaluate whether users are human or machine. In addition, netease can also identify spam words, pornographic pictures, advertising pictures and some contraband pictures more accurately based on the image recognition technology of artificial intelligence.
There’s a limit to how intelligent an individual can be, but multiply it by a million and you get amazing chemistry. Netease’s anti-garbage technology is like a magic filter, which removes the bad content from netease news comment section and keeps the productivity of following up, which reflects the wisdom of netizens, going on all the time.
“Netease produced, must be a boutique” – the existence of yi Dun, follow the myth may be copied
When the anti-waste technology entered the artificial intelligence stage, netease’s anti-waste team found that the domestic third-party anti-waste market was almost blank. Based on this, netease officially launched e-Shield content security service at the beginning of 2016, when most of netease’s internal Internet products had moved to the cloud. Therefore, netease is taking the opportunity to introduce mature solutions that have served for many years to the market in the form of cloud services to help more enterprises.
A general survey of various UGC products in the market shows that there are generally three types of content filtering methods. One is manual intervention, such as manual deletion, shielding and gagging. Second, users are classified into core users, ordinary users, tourists and so on according to their registration time and online time. Three is the quality of the content of the artificial screening, that is, artificial top recommended some quality content. It is not difficult to find that there is an essential difference between this mechanism and Netease Posting. The former requires huge human resources and huge funds, while netease Posting is spontaneous behavior of netizens, and netease seldom conducts manual intervention. In addition, the practice of user classification is conducive to content purification to a certain extent, but it also greatly damages user experience. Netease comment appropriately gives every user the right to speak.
The success of netease Posting may be attributed to netease’s product sentiment and craftsman spirit, or to the wisdom of netizens. However, it is undeniable that anti-garbage technology is one of the important factors determining whether netease Posting can achieve a virtuous cycle.
It can be predicted that the tide of UGC entrepreneurship will be more and more turbulent in the future, and the content security service of netease Cloud ESHIELD, “produced by netease, must be a high-quality product”, and other mature anti-garbage solutions will also accelerate the landing of UGC products. The myth posted by netease is not impossible to copy.
