How to protect your brand on social networks?


In today’s emerging media landscape, brands are questioning whether their investments in social media platforms are safe or not. Whether their ad is adjacent to harmful content or not, does it support or conflict with their brand value or brand thinking etc. have been crucial for any brand’s presence online.

The issues may be different, but brand safety concerns are universal in different parts of the world. As we emerge from the pandemic and begin to navigate the post-COVID world, what are the main takeaways for brands and marketers, and what should they keep in mind, especially regarding brand security? Storyboard 18 in their special episode, “The Conversation: Brand Safety” discussed it with Caitlin Rush, Global Manager, Brand Safety Specialists, Twitter, Preetha Athrey, Marketing Manager, Twitter India and Gopa Menon, head of digital – South Asia, Mindshare.

“Brand safety is definitely an area that we have seen evolve over time,” says Caitlin Rush, global head of brand safety specialists, Twitter. “At Twitter, brand safety is about more than just brands. At the end of the day, it’s about caring for people, protecting them and keeping them safe. This is a conversation about social responsibility and leadership. And from top to bottom, Twitter is committed to making the service a safe place for everyone, ”says Rush, adding that the purpose of Twitter is to serve the public conversation and that can only be done when an atmosphere is created where everyone feels comfortable sharing their voice. “When everyone feels safe it’s when we can see some really good, rich conversations going on,” she said, adding.

So, is “brand security” getting more and more difficult and complex these days?

“Brand safety is an ever-changing target,” says Rush. As the media landscape becomes more and more fragmented, this certainly creates new challenges. With each new platform, service or area, this creates an additional vector of risk that a brand must take into account when thinking or ensuring that it shows up in safe and appropriate places for it. So on Twitter, as our platform evolves, we introduce new products like Spaces and Communities, we make sure that when designing those elements we think about and intentionally how we create these products and we are considering their potential. risks or threats that exist.

She says Twitter has invested in a suite of solutions aimed at ensuring a safe experience for everyone who uses the platform. Its approach to brand security falls within three areas of intervention: policies, products and partnerships. “Our policies are in place to inform the type of content that can be shared on Twitter, which can be monetized and which can be promoted on the platform. And the measures that could be taken against them in order to enforce these policies. These are the policies that cover abuse, harassment and misinformation. They are applied globally, ”says Rush. Speaking on the products, Rush says, “The products use a number of technologies to keep people and brand safe, using technologies such as machine learning models to proactively detect content and report it for human examination.

When it comes to partnerships, Twitter works with experts, publishers, and the advertising industry. “It’s done to bring together diverse perspectives to inform our policies and our products and to ensure that we have a truly global perspective,” Rush adds.

The conversation about brand safety is becoming more and more important in India with each passing day. Preetha Athrey, Head – Marketing, Twitter India says that when it comes to brand safety, Indian marketers want to know if their brand is connecting well with customers, they also want to understand how to get their message across. way that it has an impact, communicates with the public and lands the right way. “Brands also want to be meaningful and ensure that they are relevant to their consumers on many levels and for this it is essential that they establish a relationship of trust and a relationship with their customer,” adds Athrey.

Gopa Menon, Head of Digital – South Asia, Mindshare believes that before even talking about “the environment or the brand safe platform”, there are some of the questions that brands need to ask themselves. “The main question should be where do I want my customers to see my brand? Does contiguity of content impact my message and what does my brand represent and how does this translate into media placement? ‘ Once we know which brand represents clients, agencies and platforms can collaborate and come up with some of the definitions like what content definitions are required for content that can be characterized as harmful or standard and also come up with third-party tools that will help create that brand safe environment and safe content policy. He says this assessment needs to be done individually with brands because each brand has a unique definition of what is right for them and they can then come to a mutual solution between the client, the agency and the platform.

Platform transparency also plays a crucial role in brand safety: “We strongly believe in giving advertisers the means to control where they want to place their ads on Twitter. We have a multitude of solutions to enable advertisers to do this. When it comes to Amplify, where advertisers can choose and align their content with premium publishers from any of the IAB’s standard categories, 100% of Amplify Twitter videos sampled meet brand safety standards. . This gives advertisers the power to place their ads in a brand safe environment. When it comes to keyword targeting, we enable advertisers to reach people based on their behavior, including keywords used in their search results, recent tweets, or keywords used in tweets with which they recently signed up. Advertisers can indeed exclude keywords from their campaigns.

Menon says some of the things they do at the agency level at Mindshare are trying to figure out what’s safe for their clients and what the clients’ risk tolerance levels are. “Next, we move to a third-party verification provider’s application to apply a filter to block any invalid inventory that can be characterized as unsafe and unsafe for the brand. We also create a custom brand inclusion or exclusion list which may include items such as hate speech, obscenity, profanity, which may be excluded or included in your brand environment.

While concluding Menon that brands to stay safe on social media platforms should prioritize authenticity. “After the pandemic everyone is looking for an honest point of view from brands, authenticity has become vital. Values ​​have become important. And due to the pandemic there is a demand for faster product cycles / marketers need to be nimble to transform their marketing journeys and also create a great customer experience. “

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