Did you know over 4.5 billion people actively use some form of social media around the world? With such wide audiences, social platforms provide immense opportunities. With opportunities, risks concerning brand safety also arise. Put simply, brand safety means safeguarding your brand’s image and reputation from being associated with inappropriate or harmful content.
Studies show that more than 40% of consumers have altered their purchase decisions due to brand safety concerns on social media. So, how can brands ensure and enhance brand safety on their social media channels?
Let’s Start With, Why Brand Safety Matters?
Brand safety is a social media shield. It protects your brand from appearing alongside offensive, harmful, or inappropriate content.
This involves many different things, such as:
- Hate speech and discrimination: No brand wants to be associated with bigotry or prejudice.
- Violence and illegal activity: Aligning with content promoting violence or illegal acts can have severe consequences.
- Misinformation and fake news: Associating with inaccurate information can erode trust and credibility.
- Spam and irrelevant content: Appearing next to low-quality content diminishes your brand value.
The impact of neglecting brand safety goes beyond reputational damage. It can:
- Alienate target audiences: Consumers are increasingly conscious of brand values, and negative associations can lead to boycotts and negative sentiments.
- Damage employee morale: Employees associated with a brand linked to harmful content can feel embarrassed and disengaged.
- Attract legal ramifications: Depending on the content, legal repercussions are a possibility.
Brand safety lies at the core of your social media risk management. It helps to ensure responsible marketing that aligns with your brand vision rather than chasing engagement at any cost.
To do all these, you need an effective strategy for the safety of the brand.
How to Create a Brand Safety Strategy?
Although there are some significant challenges, the good news is that there are actions that you can take to reduce brand safety risks.
Here are some key steps to get you started:
Define Your Brand Guidelines
- Establish clear guidelines for what content aligns with your brand values and what constitutes inappropriate or harmful content.
- Consider factors like violence, hate speech, misinformation, and sexually suggestive content.
- Customize your guidelines to each specific social media platform, considering their unique content landscape and audience demographics.
Utilize Platform-Specific Tools
- Most major social media platforms offer brand safety tools, including keyword exclusion lists and content filters.
- Utilize these tools to block your brand from appearing alongside undesirable content categories.
- Regularly review and update these settings to adapt to evolving content trends.
Proactive Monitoring and Reporting
- Set up systems to monitor your brand mentions and brand ad placements across social media platforms before a crisis hits.
- Utilize social listening tools to track relevant conversations and identify potential brand safety issues early on.
- Establish clear reporting procedures to quickly address any identified risks and take corrective action.
Partner with Experts
- Consider collaborating with brand safety specialists or agencies who can provide advanced monitoring, filtering, and reporting solutions.
- These experts can offer valuable insights and recommendations tailored to your specific industry and brand needs.
Build Transparency and Trust
- Be transparent about your commitment to brand safety. Communicate your brand guidelines and social media policies to your audience.
- Encourage open communication and address any brand safety concerns raised by your followers promptly and responsibly.
Points To Remember
While the brand safety strategy provides a solid foundation for your brand’s social media account, consider these additional tips for enhanced brand safety:
- Partner with social media influencers carefully: Conduct thorough research before collaborating with influencers. Align their values and content with your brand to avoid potential missteps.
- Be mindful of user-generated content: Encourage positive engagement, but establish clear community guidelines to address inappropriate comments or posts promptly.
- Prepare for crisis situations: Develop a crisis communication plan outlining how you’ll respond to negative publicity or brand safety incidents.
Brand safety is an ongoing process that needs constant monitoring. Continuously monitor your social media presence, change your strategy when needed, and learn from what works and what doesn’t. Focus on keeping your brand safe. This way, you can confidently handle social media, safeguarding your brand’s image, and building strong connections with your followers.
The future of your online presence depends on the safety of your brand. Take action now!
Frequently Asked Questions
Q. How can you protect your brand on social media?
A. Building a strong online presence requires safeguarding your brand on social media. Secure your accounts, establish clear brand guidelines, and actively monitor & respond to online conversations to maintain a positive brand image.
Q. What is an example of brand safety?
A. Brand safety is like making sure your good reputation isn’t tarnished online. For example: a family-friendly brand’s ad next to violent content – that’s bad brand safety.
Q. What is brand safety in digital marketing?
A. Brand safety in digital marketing is all about protecting your brand’s reputation by ensuring your ads don’t appear next to inappropriate or harmful content online.
Q. How do you keep your brand safe?
A. Define your brand’s values, target suitable channels, leverage brand safety tools. And track online mentions, address negative comments swiftly, adapt strategies based on learnings.
Q. Why is brand safety important?
A. Brand safety is crucial for protecting a brand’s image and reputation online. It ensures ads aren’t placed near harmful content.
Q. How do I protect my brand on Instagram?
A. Here are 2 key steps to protect your brand on Instagram: Secure your intellectual property and actively monitor and enforce.
Q. How does social media affect branding?
A. Social media empowers brands to amplify their message, directly connect with customers, and build trust and loyalty through two-way conversations and engaging content.
