Digging for Gold(en) Social Comments with Matthew McGrory from Arwen

Feb 21, 2025

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How can brands create safer, more engaging digital spaces while maximizing the impact of their social media efforts? Matthew McGrory, CEO of Arwen AI, shares how AI-driven moderation helps brands protect their communities, reduce toxicity, and improve ad performance. In this episode, we explore how companies like Hinge and Formula One teams work with Arwen to safeguard conversations, enhance customer acquisition, and ensure a brand-safe environment. From tackling online abuse to optimizing real-time engagement, Matthew reveals why a cleaner, more positive digital space leads to stronger connections and better business outcomes.

Full Episode Details

Matthew joins this episode of Social Pros to reveal how Arwen is transforming online brand safety and engagement through AI-powered moderation. He dives into how brands work with Arwen to track sponsorship sentiment, tackle online toxicity, and create safer, more welcoming digital spaces.

With social media ads reaching new audiences—sometimes unpredictably—Matthew unpacks how AI-driven moderation helps brands reduce harmful interactions and enhance positive ones. He also shares insights on why a clean, positive online environment leads to better ad performance, stronger audience trust, and increased conversions.

Social pros know that engagement is everything, as long as a brand’s digital space feels safe and inviting. Matthew explains how Arwen helps companies automate moderation, ensure brand safety, and turn social media into a place where communities can thrive.

In This Episode:

2:20 - How Arwen works for those in the social sphere
3:04 - What inspired Matthew and his team to create Arwen
5:58 - How social listening has evolved, and how AI is changing it today
9:22 - How these tools help businesses to find more intent-driven comments and sales opportunities
13:36 - How to stay authentic and respond naturally with the use of AI without losing audience trust
18:24 - Some of the recent projects Matthew and Arwen have been working on
22:03 - Arwen's work with the Hinge dating app
27:11 - Matthew's recommendations for tools for identifying real-time social response opportunities
32:14 - Matthew’s advice for aspiring social pros

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