Businesses Balance Risk with Reward on Social Media
One of the more interesting aspects of the ongoing Facebook advertising boycott is the concern over brand safety. Advertising Age reports that boycotting advertisers want assurance that the ads they place on the Facebook News Feed will not appear next to objectionable content such as hate speech. And who can blame them? But advertisers may not get everything they want. And they may have to live with an ongoing reality: so long as your brand lives on social media, you will always need to manage risk (whether you advertise, manage organic content, or both) against the ROI of having a presence on the world’s most popular digital destinations.
Social Media Controversies
I’ve been following how brands have managed occasional controversies on social and have commented on them in posts such as “Twitter’s Troll Police Struggle to Separate Humans from Bots” and “Social Media Remains a Messy Place for Brands to Live.” Many of the issues I’ve been writing about remain today, and Facebook is not the only platform wrestling with them. They include:
- The inherent tension that exists when businesses exist on platforms designed to give people and organizations an open forum. An open forum means that anyone can have an opinion, which means that fringe content will always make its way on to social.
- The reality that malicious parties are actively looking for ways to game the platforms and disrupt them. Twitter is reeling from a major hack July 15 in which the accounts of high-profile individuals such as Jeff Bezos and Elon Musk were hijacked as part of a Bitcoin scam. Of course, the bad guys out there are also going after brands’ websites, too, but on social media, your account is only as secure as the platform where you are renting space.
- The difficulty of combating malicious content. As I discussed in a post about Twitter trying to combat trolls, social platforms continue to struggle with the fact that they can employ only so many people to monitor and combat inappropriate content. And when the platforms use automated tools to root out trolls, those tools make mistakes by overreaching and going after innocent accounts, too.
But brands simply cannot decide to ignore social media. Facebook, Instagram, LinkedIn, Twitter, and YouTube are among the Top 20 most visited sites in the world according to Ahrefs. And as online traffic has surged across the board in 2020, businesses continue to succeed with social media advertising.
What You Should Do
So what’s the answer for brands wanting a safer experience? Well, there is no easy one. But:
- Artificial intelligence is going to get better. Remember, we’re still in the early stages of AI’s development. As AI improves, social platforms are going to do a better job rooting out objectionable content.
- Social platforms can and should be more transparent about how they monitor and react to objectionable content. It’s unrealistic for any social media platform to promise brands that their ads will never appear alongside offensive content. But according to Advertising Age, Facebook is figuring out how to more proactively report to brands how it monitors content and responds to flare-ups. This is a step in the right direction. It’s just not a good idea to leave advertisers in the dark. Being candid and including them in a solution goes a long way.
Advertisers should demand that social media platforms work with them to manage their brands. But social media more than ever will always be a risky place for brands to live. I suggest that businesses:
- Have a strategy for how social media attracts and keeps customers both with advertising and organic content.
- Measure success – but also measure your risk tolerance. Assign a numerical scale to assess the level of risk you are willing to accept on each platform and for various types of incidents ranging from security breaches to your content appearing alongside inappropriate content.
- Monitor your ROI as well as incidents you experience. How much ROI are you getting? How frequent are the violations you experience? Does the ROI outweigh the costs of dealing with negatives? (Your mileage will vary.)
- Keep applying pressure to the major social platforms to hold themselves accountable.
What have your experiences been on social media? I’d love to hear from you.
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