Brand Safety in the Digital Age: Protecting Your Online Reputation
In the fast-paced world of the digital age, brand safety has become a crucial concern for businesses. With the constant barrage of information, images, and content being shared online, it's more important than ever for companies to maintain control over their brand image and ensure they are not associated with harmful or inappropriate content.
Brand safety has mutliple components, at Tango Digital we focus on creating a holistic defence system against brand threats, from social listening to automated solutions, crisis handling, post-crisis analysis and crisis content curation. We focus on helping brands navigate the volatile digital world.
Understanding the Risks to Your Brand
There are several risks that businesses face in the digital age when it comes to brand safety, some prime examples are:
Ad placements: Programmatic advertising, which automates the buying and selling of ad space, can sometimes lead to your ads appearing on websites or alongside content that is inappropriate or damaging to your brand.
User-generated content: Social media platforms, blogs, and forums are filled with user-generated content, which can sometimes be offensive or controversial. Your brand can be at risk if it becomes associated with this type of content, either through comments, shares, or direct mentions.
Content partnerships: Collaborating with influencers, publishers, or other brands can be an effective way to expand your reach online. However, these partnerships can also pose a risk to your brand if the content produced is not aligned with your brand values.
Data breaches and cyber threats: Cybersecurity threats, such as data breaches or hacking, can have a significant impact on your brand's reputation. Ensuring your business and customer data is secure is a critical aspect of brand safety in the digital age.
Strategies for Protecting Your Brand in the Digital Age
Now that we understand the risks associated with brand safety in the digital age, let's explore some practical strategies to protect your brand's reputation:
Implement a brand-safe advertising strategy: Work with trusted partners and use tools that allow you to control where your ads appear. Regularly monitor your ad placements and make adjustments as needed to ensure your brand is not associated with harmful content.
Monitor your brand's online presence: Use social listening tools and Google Alerts to keep track of mentions and conversations about your brand. This will help you identify potential risks and respond to them quickly.
Develop a strong content strategy: Create high-quality content that reflects your brand values and is in line with your target audience's expectations. Be selective when choosing content partners and always vet them to ensure their values align with your brand.
Establish a crisis management plan: Develop a plan to deal with any brand safety issues that may arise. This may include having a designated team to handle such situations, a protocol for handling negative press, and a strategy for addressing issues on social media.
Invest in cybersecurity: Protect your brand's reputation by safeguarding your business and customer data. Regularly update your security measures and educate your employees about the importance of following best practices.