Brand Safety: Managing Risk and Building Trust on Social Media
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Loading... - Helena Foster
- 03 Mar 2023
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Protecting your brand's online reputation means getting proactive about brand safety, especially when it comes to social media.
In today’s digital age, it’s crucial for marketers to take steps to protect their brand safety online.
Social media does a great job of building brands and connecting businesses with their customers. But it also comes with the risk of associating a brand with content that can harm its reputation.
In this article, we’ll share strategies and best practices that marketers can use to safeguard their brand’s reputation on social media. From monitoring and social listening to knowing when to go dark, we’ll provide actionable steps to maximize the safety of your brand online.
What is brand safety?
Brand safety means ensuring that a business’s ads aren’t associated with content that could damage the brand’s reputation. This includes avoiding content that could be offensive, controversial, illegal or unethical.
Brand safety is most often discussed in the context of paid ads. But it also applies to organic social or really anywhere that a brand could appear online.
Why does brand safety matter?
Brand safety matters for marketers because it directly impacts the reputation and image of the brand they’re managing.
67% of consumers say they would likely stop using a brand or product if they saw the brand’s advertising alongside false, objectionable, or inflammatory content.
A brand safety incident can also damage a brand’s relationships with partners, suppliers, and other collaborators.
For marketers, brand safety is most relevant when running social media ads. In 2021, brands spent $181.2 billion globally on social advertising, with more being spent each year. Read More…
