RWC 2023: How Ben O'Keeffe Fell Back In Love With Social Media Using Areto
Source: Ben O’Keeffe Instagram
How do you reach game-winning goals in the social media leagues? Just ask Ben O'Keeffe. He's the Rugby World Cup ref and New Zealand Rugby Referee of the Year who's fallen back in love with social media, thanks to Areto.
Once hurled into the scrum of online abuse, he's now playing offence with positive digital engagement. During Rugby World Cup 2023 in October this year, Ben scored a 65% reduction in negative comments after surpassing Areto Labs’ abuse-level records during highly contested matches.
Areto Labs' approach isn't solely about mitigating negativity; we also observed an 8% boost in positivity while deploying the software. This underscores Areto’s belief that people are more inclined to engage in online conversations when toxicity is removed, creating a healthier, more constructive digital environment.
Tournament Prep
Reflecting on the role of social media in sports, Ben says, "It's…a way of sharing our lives but also an avenue to explain decisions and educate the public on the game we love.” He also says that especially around a big tournament, social media is a great way, “to show a behind the scenes into refereeing rugby at RWC, and show the human side of officiating the biggest games in the world.”
Ben's enthusiasm for social media interaction—part and parcel of the modern sports experience—was at risk due to the increasingly prevalent issue of online abuse. After enduring this unfortunate digital reality in the past, Ben anticipated the onslaught RWC 2023 would bring. Stepping in as defense for his online identity, Areto Labs partnered with Ben in early September, their mission defined: shield Ben's social media from toxic commentary in multiple languages, and ensure he could concentrate on his on-field decisions during RWC 2023 without the distracting noise of negative social media chatter.
This digital defense had a tangible psychological effect on Ben. As he puts it, this sense of security led to a "massive positive increase in focus and happiness in my preparation and weeks leading into games." The technology didn't just filter out negativity; it provided Ben with the peace of mind needed to perform at his best and channel his energy where it mattered most—towards the upcoming tournament.
Ben's advice to fellow referees and athletes is grounded in empathy and understanding. "Having software which helps moderate this is definitely helpful," he advises, encouraging others to seek support and not face online abuse alone.
Impact on Mental Wellbeing and Performance
"Mentally I felt in a good space during the World Cup as I wasn't exposed to the negative comments people were feeding into my comments on social media," Ben shared, underscoring the often-overlooked, human aspect of a sports professional's life – mental wellbeing. “It aided my personal wellbeing and allowed me to focus on my primary role and referee, as well as be happy and engaged with friends and family who were at the tournament with me.”
Ben experienced so much peace of mind using the software, “[it was] not until I saw the stats of the comments which Areto filtered after the tournament, did I realize how good a job was done.
Looking to the Future
Looking to the future, Ben expressed hope for a change in the dynamics of online communities. "I think that online media will be deterred from criticizing individuals...This will change the online community and make it more positive and healthy."
Rapid fire questions with Ben O’Keeffe:
What was your experience using Areto during RWC?
They worked in the background and protected me from harmful or negative comments on social media. It allowed me to focus on the work I had to do in the games I was appointed to.
Did you observe any changes in your performance due to reduced online negativity?
Clear head, clear, non-clouded decision making. I already felt pressure of the biggest games I was officiating in and not having the extra layer of social media abuse helped.
How crucial do you think supports and technologies like ours are in the sports industry?
Very crucial. We need to enhance this support around teams, players and match officials quickly.
Have you noticed a change in your approach to social media since using our software?
Yes it has made me fall in love with social media again and all the benefits of it.
What advice would you give to other referees or athletes about managing online engagement and abuse?
Having software which helps moderate this is definitely helpful. Try to ignore any negative comments as they are only one individuals. And if you need it, have some trusted individuals who you can share the comments to and then discuss the impact that it might be having. It is a problem that is easier to deal with if people know what you are going through and experiencing.
By the numbers
1 in 6 of Ben’s comments during the tournament were negative (1 in 7 had to be removed). This is a high percentage compared to other sports’ analysis by Areto. The average rate of abuse Areto typically sees at Ben’s "abuse tolerance" threshold is 6-10%
16% of his commenters were trolls. The Areto average is between 1% and 5%
On his worst day (September 23; SA vs Ireland) 49% of your comments were abusive, where 56% of all commenters were trolls, an Areto record.
Areto's most active day was October 15 (the Quarterfinals), where we hid 20% of all comments or 1 in 5.
Ben & Social Media
Ben O'Keeffe's partnership with Areto Labs is more than a one off success story; it's a beacon of hope for a future where digital spaces are safe and empowering. His experience is a compelling reminder of the power of technology and support in creating a more inclusive and positive online environment.
In fact, Ben says that using Areto, “has made me fall in love with social media again and all the benefits of it,” which is in itself a testament to the transformative effect of such technology. Ben's renewed enthusiasm for social media is a clear indicator of how effectively Areto Labs' solutions foster a welcoming and positive online space, encouraging meaningful and enjoyable interactions.
To stay updated with Ben O'Keeffe, connect with him on his social media @okeeffe.ben —all under the protective umbrella of Areto Labs