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SUCCESS STORY
How Global Brands Use Comment Moderation To Mitigate Brand Safety And Suitability Threats
+1.98M
Total harmful comments removed in 2020 by BrandBastion
+4,313
Total alerts sent in 2020 by BrandBastion
+763K
Spam comments removed in 2020 by BrandBastion
+25.5K
Discriminatory comments removed in 2020 by BrandBastion
+37.3K
Bullying/ personal comments removed in 2020 by BrandBastion
+84.8K
PII comments removed in 2020 by BrandBastion
01 | OVERVIEW
A Call for Brand Suitability Solutions in the Social Media Landscape
Brand safety refers to the measures taken to protect a brand from universal threats to its image, reputation, and return on investment. Brand suitability refers to protection against specific threats to a brand based on its identity, parameters, and values. Brand suitability goes far beyond adjacency to include what conversations your brand deems suitable and safe to run on your assets.
It’s crucial that your brand monitors conversations in its social media landscape. However, 24/7 social media management is nearly impossible to do manually at scale across ads and organic.
Comments That Threaten Brand Safety
Examples: Discrimination, Disturbing/Violent, Extreme Profanity, Personally Identifiable Information (PII), Spam.
Comments That Threaten Brand Suitability
Examples: Brand Attack/Critique, Competitor Promotions, Brand Impersonation, Unauthorised Selling.
Comments That Indicate Unsuitable Creative
Examples: Peaks in negative sentiment due to creative not resonating and/or tone-deaf messaging.
02 | THE CHALLENGE
Keeping brands safe on social at scale
- Finding a trusted partner to help manage comments at scale and around the clock.
- Maintaining the same quality and performance standards across ads. It is especially difficult for brands to measure sentiment or know whether or not content is resonating.
- Moderating harmful comments to keep brands safe from spam, scams and hate speech.
- Taking action on urgent issues that can damage a brand’s image, reputation, and return on investment, such as broken links or spikes in negative sentiment.
03 | THE SOLUTION
BrandBastion's Moderation & Alerts
Our Brand Protection solution processes every comment our clients receives, hiding unwanted and harmful comments across social media posts (organic, paid and Facebook Dynamic Ads).
03 | THE STORIES
Client Case Studies
How Joom runs dynamic ads at scale whilst keeping control
Joom needed a trusted partner to moderate harmful comments to keep its community safe while prioritizing urgent issues.
BrandBastion's Brand Protection solution protects Joom from brand safety threats by hiding harmful content such as spam and hate speech across organic and ads. The alerts let Joom know if there is an issue with an ad, a high amount of negative sentiment, or a highly urgent request left by a commenter.
How TechCrunch Enabled Real Conversations
TechCrunch’s social media posts were getting hit with hate speech, spam, and trolls, making the comments section an unsettling place for quality discussion.
BrandBastion's moderation and alerts ensure brand safety and suitability in the comment sections, allowing readers to have real conversations about the topics at hand.
How a Global Makeup Brand Deals With Animal Testing Comments
Being safe on social is about finding the right environment for your brand, and that includes the conversations next to the ad. A makeup brand that does not test on animals, yet they were receiving controversial comments that said otherwise. The brand decided to take urgent action using BrandBastion’s solutions.
We can help you too.
Book a discovery meeting to understand how BrandBastion can help you achieve your goals.