Prioritizing brand safety on social media is important for your business. But, what exactly is brand safety?
Brand safety makes sure a brand’s ad avoids a situation that negatively affects the business’s reputation. Brand safety helps to prevent an ad from appearing in a context that puts the business at risk. A brand’s safety can be damaged if its ad appears in certain content that is not good for the brand. For example, a hamburger ad that is placed on a diet website is brand safety in jeopardy. Obviously, the ad would be better off displayed on a different website. If people are interested in following a diet, they will not be attracted to the hamburger ad.
Social media can make it more difficult for you to prioritize your brand’s safety, especially with things in present day like “fake news.” However, there are steps you can take to ensure your brand’s safety. Keep reading the following article to understand what it takes to protect your brand’s safety.
Why should my business be concerned with brand safety?
Before discussing the certain ways you can promote brand safety, you need to realize why brand safety is so important. Brand safety matters because it protects your company’s reputation, especially on social media. Everything and anything is accessible just with the click of a button. Because social media is so accessible and always changing, your brand’s reputation can be fragile. It takes time to build and maintain your reputation, but it can all fall apart in seconds due to social media. When an ad is misplaced or displayed with harmful content it produces negative associations.
Several brands and businesses are aware of brand safety, but may not understand its importance. Brand safety requires updated technology in order to prevent the displacement of ads. In fact, about 78% of CMOs think that ads placed within an unsuitable context can greatly damage the brand’s reputation.
How to Prioritize Brand Safety on Social Media
Due to the importance of brand safety, your business needs to take steps to help protect your brand. Taking control of your advertisements not only will help you take control of your reputation but also your brand’s image. The following are a few suggestions to follow for implementing brand safety:
Be Active
Being active simply means that you are taking a stance while defending your brand. It is important to stay informed and updated. The more information you understand concerning brand safety the more likely you can take control of your brand’s reputation. In other words, do not sit idly by while your ad has the power to jeopardize your brand. Take action and stay informed.
Use the Blocking Option
Similar to the last suggestion, it is important to stay vigilant, especially when it comes to blocking certain categories or blocking ad fraud. Immediately block things like bots, ad stacking, and ghost sites in order to maintain your brand’s safety. By staying active and working hard to monitor and block ad fraud, you can take more control over your brand’s reputation.
It is also important to block certain categories that threaten your brand’s safety. Facebook is an example of a social media site where you can block threatening categories, such as controversial social issues, gambling, dating, tragedy, and conflict. Prevent your ads from ending up on websites or apps that are inappropriate in relation to your brand by blocking certain categories.
Data
Third-party data providers give targeting lists to ad campaigns, which involves someone’s socioeconomic status, age, gender, their interests and more. Brands depend on the third-party data providers, which is why it is important for your business to understand how the third-party data works.
Targeting Strategy
Keep up with your contextual targeting strategy. It is important to learn how to avoid certain situations that places your ad in a negative context. Secure control of your brand name and maintain your contextual targeting strategy.
Social Media Mentions
It is important to monitor social media mentions. When your brand’s name is mentioned on social media you need to be aware of it, whether it is good or bad. Brand24 is a tool that you can use to track and monitor when your brand’s name is mentioned on social media.
Social Media Policy
Creating a social media policy for your brand ensures that your company’s reputation is secure and protected. Your team should be aware of legal risks, roles, the brand’s vision, the brand’s voice, and privacy. Include employees from your company and keep them more mindful of your brand’s reputation.
As a writer and a poet, Alexandra finds that words have the power to connect people from around the world.
