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Change in the state of brand safety on social media platforms

Brand safety on social media has always been a concern at a time when contextual difference leads to brand boycotts. Industry leaders share what can help.

Former United States President Donald Trump’s Twitter account was recently reinstated after the majority of a public poll on Musk’s handful voted in his favour.

The reinstatement of his account on Twitter poses a serious threat to brand safety on Twitter and several advertisers are affected, according to several reports. Public opinion also opposed the decision.

Although, currently, Trump’s reinstatement isn’t the only brand safety issue on Twitter (or rather, most social media). As the microblogging site has historically been used for everything from sharing opinions to protesting a wrongdoing regime, it consequently hosts a significant amount of controversial or sensitive content. A campaign appearing next to one of these Tweets can easily appear to capitalize on a sensitive topic, or simply be seen in the wrong environment.

Despite the comprehensive measures in place, the safety and security of consumers and then brands on social media platforms has long been a major concern. In 2020, more than 90 brands including Coca-Cola, Verizon, Starbucks, Unilever, Diageo, Verizon, Levi’s, Eddie Bauer and Ben & Jerry’s announced an advertising boycott on Facebook and more social media platforms to push them to take concrete steps to stop misinformation and hate speech in these virtual spaces.

The #StopHateforProfit campaign was organized and led by civil rights groups such as the National Association for the Advancement of Colored People and the Anti-Defamation League. Few brands directly joined the efforts, others suspended advertising without directly supporting the campaign. We also saw several celebrities supporting the campaign through their own social handles.

Read also : Native advertising on OTT content – Product placements become more organic

Expert Opinions

As social media advertising continues to be an integral part of the media plan, even more so post-pandemic, and brands have to go to great lengths on their own, industry experts lay out their thoughts and insights here. advice on how to deal with this serious problem.

Prashant Singh, Country Manager – India, RTB House, points out that we may be able to protect an advertising campaign or brand from certain keywords, but not from its synonyms or similar context. He states that deep learning models are a reliable MarTech tool for this common concern.

“Deep learning comes into practice because it has its own neural network that analyzes the given input and also learns action items and then creates its own solution.”

He adds: “It is the only scalable and sophisticated solution and an artificial intelligence solution like deep learning is needed. Recently, since the Twitter and Elon Musk fiasco, a lot of discussion about how bots harm the advertising ecosystem has also come to light. But technology has helped automate communication and channel a more positive side of the ecosystem, which also includes customer support.”

Sharing brand safety practices at Glance, which serves personalized content and ads on smartphone lock screens, Vasuta AgarwalSVP & GM – Consumer Platform Advertising, InMobi states that the extremely rigorous in-house content curation and creation process, with each piece of content, including all branded content and advertisements, going through varying levels of vetting and Fully manual moderation is how they were able to achieve brand safety.

She adds that the content posted is curated using AI-driven tools and supported by human moderation and approval. “Before a visual is released to users, it is evaluated based on robust content policies.” She also points out that full-screen visuals without any overlapping content also help create a safe advertising environment.

The zero-tolerance policy for hate speech, adult content, violent or disturbing images, profanity or content that could provoke political or regional provocations can also have an impact on each brand.

Anika Wadhera, Head of Marketing, Sirona Hygiene says: “For brands, everything may look right on the drawing board, but once on social media, it is subject to millions of interpretations. “We try to ensure that our campaigns are deeply rooted with meaning and purpose.”

She further shares that the team of experienced marketing professionals, full of insight and connection to audience desires, helps the brand make democratic, informed and sensitive decisions when communicating with our audience. “We are also receptive to feedback if a mistake has been made. We see mistakes as an opportunity to learn, to understand what went wrong and to make sure it doesn’t happen again.


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