Social media has dramatically increased companies’ ability to interact with customers.
That increased engagement can be a boon for business—or quickly become a reputational nightmare. A report from Crisp reveals that social media’s ability to propagate harmful content is a key reason behind the difficulties many organizations face around crisis response.
Particularly in the wake of COVID-19 and the Black Lives Matter movement, consumers report seeing a rising number of negative stories. Here’s how Crisp sees the risks for today’s brands:
This is a growing problem for brand managers, as survey respondents said they are seeing an increase in negative or inappropriate social media content being posted to brand-owned channels or ads.
Social media ads aren’t a panacea