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by Allison Maloney, NM Incite
The advantages of a brand becoming involved in social media far outweigh the risks. But with an uber-transparent environment, the road can be a little bumpy at times.
A newer law passed in Australia and Thailand (and perhaps soon in New Zealand) indicates that if derogatory or defamatory content is posted on a brand’s social media page or blog, whether the brand posted it or not, the company can be held liable and subject to legal ramifications if they do not remove the post within a reasonable amount of time. Avoiding a discussion on any ethical implications this law may involve in terms of certain freedoms we may consider a natural born right, the issue of negative content on company social media outlets is something worth taking a moment to consider.
It is well known that customers want to feel connected to the brands they purchase. The entire consumer decision journey – from the initial decision through the evaluation stage to actual purchase – should be layered with positive brand interaction, whether it be direct contact with the brand, or with consumers conversing with each other about their brand experiences. A recent Nielsen study indicates that 56% of consumers use social media at least once a week to learn more about brands, products and services. So what happens when a potential customer does their social media research and happens upon derogatory content on a brand’s page, whether it’s directed at the brand or at someone or something unrelated to the brand? Negative associations tend to have a ripple effect.
So realistically, what can you do to prevent or curb the effect of negative content posted to your branded Facebook page, Twitter handle or company blog? First, understand that risks come in many forms and prepare for them; two risks include a changing regulatory landscape, in the case of the aforementioned countries, and consumer activism.
Why should you care about mitigating social media risk? There are several reasons, but put simply…
How can you start mitigating social media risks?
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