Brand Reputation at Risk: 27% of Users Blame Brands for Appearing with Dangerous Content on Social Media

In the ever-evolving world of social media, online advertising has become an essential component of any digital marketing strategy. However, a recent survey has revealed a concerning trend: 27% of social network users blame brands for appearing alongside dangerous content on social media platforms. This alarming statistic raises questions about the impact of such associations on brand reputation and user trust.

According to a study by the Pew Research Center, nearly three-quarters of online adults use social media, making it an attractive platform for advertisers. However, the same study found that 64% of Americans believe that social media companies have a responsibility to ensure that the ads on their platforms are trustworthy. (1) This expectation is not being met, as evidenced by the 27% of users who hold brands accountable for appearing alongside harmful content.

So, what constitutes “dangerous content”? This can include hate speech, graphic violence, or fraudulent activities. When brandsadvertise alongside such content, it can lead to a negative association in the minds of users. This is particularly concerning, as 71% of consumers are more likely to recommend a brand that has a strong reputation for social responsibility. (2)

The Impact on Brand Reputation:

The consequences of appearing alongside dangerous content can be severe. A study by Edelman found that 65% of consumers say they would boycott a brand that they perceive as unethical. (3) Furthermore, 85% of consumers say they would switch to a brand associated with a good cause, given similar price and quality. (4)

Mitigating the Risk:

So, what can brands do to mitigate the risk of appearing alongside dangerous content on social media? One approach is to implement stricter advertising guidelines and monitoring processes. Additionally, brands can prioritize social responsibility and transparency in their advertising efforts. By doing so, they can protect their reputation and maintain user trust.

The findings of this survey serve as a stark reminder of the importance of responsible advertising practices on social media. Brands must take steps to ensure that their ads are appearing alongside trustworthy and respectful content. By prioritizing social responsibility and transparency, brands can protect their reputation and maintain user trust in the digital age.

As the digital landscape continues to evolve, it is essential for brands to stay ahead of the curve when it comes to online advertising. By understanding the risks associated with appearing alongside dangerous content, brands can take proactive steps to safeguard their reputation and build trust with their target audience.

References:

(1) Americans and social media. https://www.pewresearch.org/fact-tank/2020/07/28/americans-and-social-media/

(2) Cone/Porter Novelli Purpose Study. https://www.conecomm.com/research-blog/purpose-study-2019/

(3) Edelman Trust Barometer. https://www.edelman.com/trust-barometer

(4) Cone/Porter Novelli Purpose Study. https://www.conecomm.com/research-blog/purpose-study-2019/