Simply put, brand protection refers to the process used to ensure that a brand’s reputation is not damaged during advertising. Different brands will have different standards depending on the identity they have developed – but generally speaking one important part of brand protection is to ensure that advertising does not appear in places that are against the image of the brand.
When thinking about online advertising, many brands want to make sure their ads aren’t shown on websites that are linked to pornographic, violent, or hateful content – or linked to misinformation and fake news.
But other types of content can also be considered inappropriate. For example, some brands may want to stay away from political, religious, or other offensive topics, or avoid any association with drugs, alcohol, and other controlled substances.
Some big brands like Apple, for example, have a lot of control over where their brand appears and how it is displayed – to the point that actors and actresses in movies and TV shows are not allowed to see Apple products. However, brand safety is often related to the process of buying advertising space and where and how these ads are displayed.
Not to mention the world of online advertising – campaigns such as Stop Hate in the UK have been forcing brands since 2016 to stop advertising in certain publications. But, because of the automated system that determines where ads are served online, this is often a major concern for many brands.
Importance of Brand Safety
Although it may be thought that advertising is separate and independent from the content of the page where it appears, that is not necessarily the case. Consumers create associations and while this can work in your favor when forming partnerships with other well-established brands, it has been proven to have a negative effect via association with inappropriate content.
Consumers associate brands with content near which they appear as an implicit endorsement of that content. Poor support can have long-term effects on equity for years to come.
Brand reputation is very important for business success and prosperity. Customers are more likely to engage with a brand if the ad appears alongside the right content. There is also a consensus among consumers that it is the brand’s responsibility to position itself among the best content.
Otherwise, the majority of consumers surveyed said they would stop using the brand if it appeared alongside fake news or offensive content, according to DoubleVerify research.
Also, positive, or negative associations have a direct impact on the performance of your digital media. In a study conducted by media company IPG, ads placed on trusted news sites saw a 9% decrease in CPM and a 143% higher click-through rate than controls. This has been proven that the use of brand safety retailers creates a sense of quality and trust among consumers, resulting in genuine interest.
In the end, first impressions count. While long-term brands may not have a large loss of advertising revenue from a single event (and may return to the publisher, as some YouTube companies return later), small brands require reliable sources to build trust which is why online reputation management is important.
Brand Safety and Social Media
Social media advertising is expected to grow 25% in 2022, reaching $137 billion in advertising.
As paid social gaming grows, so does the potential risk. Communication professionals and marketers should consider several potential brand safety threats, including:
- Paid social media appears around offensive or harmful content
- User-generated content contains false claims about a product or brand
- Scandals involving creative marketing partners or influencers
Fortunately, social media also doubles as a powerful detection and prevention tool. One of the many benefits of public listening is that you can use it to monitor broader conversations around your brand, enabling any sources of conflict to be tackled before they get out of control.
How to Protect Your Brand Reputation on Social Media
Many threats to identity are based on people’s perceptions. One of the most obvious is the placement of ads. Incorrect advertising can lead people to draw negative conclusions about your business.
Imagine you’re a food brand and your ad appears at the top of a food poisoning story. Even if there is no connection between the two, their proximity can stir up uninformed thoughts in potential customers. They may come to associate your product with disease or low nutritional values. This can lead to lower sales or lower confidence in your safety practices.
On the other hand, unsupported ads can make you look hypocritical. If your brand presents itself as friendly but appears on a blog that supports fossil fuels, you may be seen as unscrupulous or profiteering. This can have a strong impact on your reputation and green credentials, which is when trust is so important to today’s consumers.
Fake news and conspiracy theories — completely false claims, in other words — create similar problems for your brand. Advertisements that appear near this content are considered, rightly or wrongly, to promote or support it. While this is usually not a deliberate choice for a business, it still hurts your reputation.
In extreme cases, brands are unknowingly raising money for terrorist organizations and extremists. Although this is not a threat you have to face, it is enough evidence that brand protection should be considered.
Build Your Brand Safety Guidelines into Your Social Media Strategy
Because of the importance of brand protection, your business should take steps to help protect your brand. Managing your ads will not only help you maintain your reputation but also help you manage your reputation.
These are a few suggestions to follow:
Use the block option
It’s important to be vigilant, especially when it comes to blocking certain scripts or blocking fraudulent ads. Quickly block things like bots, ad stacking, and ghost sites to protect your brand. By staying active and working diligently to monitor and prevent fraudulent advertising, you can take better control of your reputation.
It is also important to block certain scripts that threaten your brand’s safety. Facebook is an example of a social media site where you can block dangerous articles, such as social conflict, gambling, dating, tragedy, and conflict. Prevent your ad from ending up on websites or apps that are inappropriate for your brand by blocking certain categories.
Other data providers provide targeted lists for social media, which include people’s social status, age, gender, interests, and more. Models depend on third-party data providers, so your business needs to understand how third-party data works.
Follow your goal setting. It is important to learn how to avoid certain situations that put your ad in a bad position. Maintain control of your score and manage your target audience. It is also important to analyze the said social media. When your brand name is mentioned on social media, you need to know it, whether it is good or bad.
Social media policy
Creating a social media strategy for your brand keeps your business reputation safe and secure. Your team should be aware of legal, operational, brand vision, brand voice, and privacy risks. Include your company’s employees and draw their attention to your username.
Look, at the end of the day, social media is a fantastic tool for brands. Using a few simple platforms, a good brand with a smart strategy can reach millions of users in an instant, all without paying a dime, if you don’t want to. There is a low barrier to entry and a high chance of reward.
Unfortunately, all of these benefits also mean that it’s easy for a dedicated scammer or would-be sinker to do something bad with your hard work…if you are not careful. If you’re worried about protecting your brand on social media, follow these steps and you’ll be fine.
Ghia Marnewick is a content writer for Aumcore Marketing Agency New York, an agency that specializes in SEO, creative content marketing, and brand identity services. She provides creative copywriting services and is passionate about finding new ways of sharing information with the world.