{"id":2710,"date":"2022-04-15T01:51:56","date_gmt":"2022-04-15T05:51:56","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/04\/15\/brand-safety-is-human-safety\/"},"modified":"2022-04-15T01:51:56","modified_gmt":"2022-04-15T05:51:56","slug":"brand-safety-is-human-safety","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/brand-safety-is-human-safety\/2710\/","title":{"rendered":"Brand Safety is Human Safety"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em>Written by Meg Haley @meghaley6<\/em><\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Maybe We&rsquo;ve All Been Looking at It Wrong?<\/h2>\n<p class=\"wp-block-paragraph\">When we talk about brand safety, what we\u2019re really talking about is people. After all, people are at the core of everything we do, whether they\u2019re using our products and services, populating our communities or coming to work every day to make our brands what they are.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">People tell us what they care about. What matters to them most. They use their voices to impact our businesses and the world around us. And as this movement for conscious consumption continues to grow exponentially, we need to find more ways to support them.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Yet, brand safety in practice feels anything but personal \u2014 an endless problem with layers upon layers of confusion, oversimplifications and reactive responses.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">But it doesn\u2019t have to be like that. The social media landscape can be a safer place by serving the public conversation and creating an atmosphere in which everyone feels comfortable, secure and confident enough to share their voice.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">And while Twitter\u2019s current mission already recognizes that focusing on people is our priority, we still have work to do. Through our policies, products and partnerships, we\u2019re already seeing progress happen and we\u2019ll continue to invest in brand safety to make Twitter a safer place for all. Here\u2019s how we\u2019re doing it.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><u>Starting With Policies That Lead.<\/u><\/strong><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">People need accurate information. About COVID-19 vaccines. About elections. About the things that impact so many of us. To achieve that high standard, Twitter is always reviewing its <a href=\"https:\/\/blog.twitter.com\/en_us\/topics\/company\/2021\/updates-to-our-work-on-covid-19-vaccine-misinformation\" aria-label=\"policies against misinformation click to read on twitter\">policies against misinformation<\/a> and has started labelling Tweets that we consider problematic in an effort to encourage the right behavior on the platform. And by having these policies in place \u2014 focusing on people and their conversations first \u2014 we\u2019re creating an environment that helps keep brands safe from supporting misinformation with their ad dollars.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><u>Delivering Products That Protect.<\/u><\/strong><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As a platform that encourages conversation, how can we enable them to feel safe for all? By continuing to experiment with innovative features like <a href=\"https:\/\/blog.twitter.com\/en_us\/topics\/product\/2021\/introducing-safety-mode\" aria-label=\"safety mode click to read on twitter\">Safety Mode<\/a>, which temporarily blocks accounts for using potentially harmful language or flooding your Tweet with unwanted replies. So people feel more comfortable and in control of their experience.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Through products such as <a href=\"https:\/\/business.twitter.com\/en\/blog\/best-practices-pre-roll.html\" aria-label=\"twitter amplify click to read on twitter\">Twitter Amplify<\/a>, we give brands more control over what content they associate with via an <a href=\"https:\/\/media.twitter.com\/en\/articles\/products\/2018\/in-stream-video-ads-for-publishers.html\" aria-label=\"amplify pre roll publisher criteria click to read on twitter>Amplify Pre-roll publisher criteria<\/a>, third-party audits of content safety and the option for blocking or selecting certain publishers or categories. In fact, in recent OpenSlate research, 100% of Amplify videos examined met the Global Alliance For Responsible Media (GARM) brand safety standards. These products not only keep brands safe \u2014 they ensure people on Twitter see safer sponsored content, too. And that makes Twitter a safer platform for all.<\/p><p><\/p><p><strong><\/p><p><\/p><u>Partnering With Organizations to Drive Industry-Wide Change.<\/u><p><\/strong><\/p><p><\/p><p>Twitter is driving change when it comes to brand safety with key partnerships in the advertising industry, such as IAB and 4A\u2019s and with watchgroup organizations like Digital Trust and Safety Partnership and the Global Internet Forum to Counter Terrorism. Through our partnership with the GARM, for example, we have been able to contribute to the creation of the industry-standard <a href=\" https:>Brand Safety Floor and Suitability Framework<\/a>. And with many more valued partners, we\u2019re learning, collaborating and taking action that not only makes Twitter more brand-safe but creates a standard for keeping content safe for people, too.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Putting People First Can Help Your Brand Too.<\/h2>\n<p class=\"wp-block-paragraph\">The right tools and partnerships are super important when creating a safe environment but brands can also increase consumer confidence when they get out there, engage the community directly and recognize their voices.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">More than just generating goodwill, it creates a community-wide \u2018oh, they get me\u201d\u2014moment. When it comes to interactions on Twitter, those are invaluable.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><u>Make People Comfortable by Listening.<\/u><\/strong><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Listen closely. Can you hear it? There\u2019s a conversation happening around your brand. Now it\u2019s your turn to acknowledge it and contribute to it. And when you nurture the relationship you have with people on Twitter and give them the space for telling you what\u2019s important to them, it can benefit your brand. That\u2019s the power of engagement. Now, join the conversation.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><u>Build and Encourage a Confident Community.<\/u><\/strong><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The superfan. The advocates. The ALL CAPS diehards. There\u2019s a community out there that will support and celebrate your brand when you\u2019re actively helping others feel confident in being themselves. Just as long as those expressions are sincere and authentic, your community will support you as you show up during both bright moments and challenging times. Sure, there may be times in which naysayers and detractors will try to throw you off balance but the community that loves your brand will have your back and protect you against the toxicity.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><strong><u>Celebrate Inclusive Voices.<\/u><\/strong><\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Authenticity is everything. A mantra so important that brand managers should practically tattoo this on themselves to never forget it. But just as important is inclusivity \u2014 bringing diverse communities in and giving them a share of the mic makes us safer and stronger collectively.<\/p>\n\n\n\n\n<h2 class=\"wp-block-heading\">Let&rsquo;s Keep Moving Forward Together.<\/h2>\n<p class=\"wp-block-paragraph\">This won\u2019t be easy. It may even seem challenging. It\u2019s our goal as an industry to create the safest possible environment for the people that use our platforms, engage with our media and connect with our brands, to contribute to a longer lasting and more profound impact on brand safety.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Because ultimately, behind every Tweet is a breathing, thinking and feeling individual who wrote it. A passionate individual with a voice. And it\u2019s our job to empower them, protect them and encourage them so they can share that voice freely.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Learn even more about brand safety <a href=\"https:\/\/business.twitter.com\/en\/help\/ads-policies\/brand-safety.html\">here<\/a> and how improving the health of the public conversation is a top priority for Twitter.<\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\"><em>This article, in its original form, was previously published on <\/em><a href=\"https:\/\/marketing.twitter.com\/en\/perspectives\/brand-safety-is-human-safety?utm_source=awny&#038;utm_medium=sponsor&#038;utm_campaign=20220316_Brandsafety_humansafety_nam&#038;utm_content=article-promoted-publication\" aria-label=\"marketing dot twitter dot com click to read about brand safety on twitter marketing\"><em>marketing.twitter.com<\/em><\/a><em> on September 13, 2021. <\/em><a href=\"https:\/\/marketing.twitter.com\/en\/subscribe\" aria-label=\"subscribe click to subscribe on twitter><em>Subscribe<\/em><\/a><em> for the latest marketing insights from Twitter. Delivered right to your inbox.<\/em><\/p><p><\/p>&#8220;><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Brand safety in practice feels anything but personal \u2014 an endless problem with layers upon layers of confusion, oversimplifications, and reactive responses.<\/p>\n","protected":false},"author":7,"featured_media":2711,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[3],"topics":[2],"class_list":["post-2710","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Brand Safety is Human Safety | AW360<\/title>\n<meta name=\"robots\" content=\"index, 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