Different sectors, different lines to draw
A newsroom covering a health story and a club posting a team list do not draw the line in the same place. Sence trains on your own moderation decisions, so what counts as harmful is set by your organisation rather than by a generic toxicity score. Pick your sector to see what that looks like in practice.
Find your sector
Each page starts with what actually goes wrong in that sector, then shows the parts of Sence that deal with it. The problems are not the same, so neither are the answers.
News & Media
Keep comments open on the stories that draw the worst of it, and turn what readers say into evidence your commercial team can use.
ExploreThe Morning Wire
Judge releases sentencing decision in high-profile case
@late_edition_reader9:26 pmHidden
NegativeVictim Blaming
Sports
Protect players, staff and officials from abuse on match day, and read what your fanbase really thinks about the result.
Explore@grimjab_779:47 pmHidden
↳ aimed at Post Author
NegativePersonal HatePost Author
Match day
Brands
Clear spam and abuse from your campaign posts, reply in your brand voice, and hear what customers want next.
Explore@tessa.gray.nz7:12 pm
Does this come in the smaller size? Want it for a trip next month
PositivePre-PurchaseHigh Intent
Two! You’re sorted for the trip. Thanks for the love 😍
Agencies
Moderate each brand you look after to its own rules, and take the record and the reporting back to the client.
ExploreHideanyPersonal HateorGroup Hatecomments
Applies to: 4 channels
The same problem, in four different shapes
Sence has analysed millions of social media comments in the last six months, serving enterprise customers across publishing, broadcasting, sports and political segments in New Zealand and Australia. The mix of harm changes from one sector to the next. The pattern does not: spam is the single largest category, and most of what arrives does so when nobody is at their desk.
21%
of comments left on social media are harmful to brand communities.
72%
of comments are made outside of work hours, peaking between 6 pm and 10 pm.
+30%
increase in harmful comments on Facebook that Sence has seen since Meta reduced its platform moderation in early 2025.
Frequently asked questions
Yes. The sector pages exist because the problems repeat, not because the product changes. Sence works from the comments and messages on your own channels, and your classifier is built from your own moderation decisions, so where you draw the line matters more than what industry you file under. Start with the page closest to your world and tell us where it differs.
No. Everyone gets the same platform, trained on a different taxonomy. Sence does not apply a generic toxicity classifier, so a desk covering sensitive health topics can set different thresholds and categories from one covering sport or entertainment, out of the same system.
A bespoke, enterprise partnership approach. We run dedicated workshops to understand your brand strategy and tone of voice, and that is what your classifier and your reply drafts are built from. Once deployed, the AI keeps learning and improving with every interaction, including every correction your team makes.
Yes. Sence is a New Zealand company and its offices are in New York, Los Angeles, Sydney and Auckland, but the platform reads comments wherever your audience is, in over 45 languages, and it reads regional slang and dialect in context rather than assuming US English. Some personal information is processed in New Zealand, which the European Commission and the UK government both recognise as having an adequate level of data protection, and Sence Limited complies with the New Zealand Privacy Act 2020, the GDPR and UK GDPR.