Google created a website to explain how YouTube works, including its content policies and procedures.
On the site, YouTube wrote:
At the heart of our approach are the four Rs—we Remove content that violates our policies, Reduce the spread of harmful misinformation and borderline material, Raise up authoritative sources for news and information, and Reward trusted Creators.
Though the website is a PR effort to showcase the work Google and YouTube have done to curb harmful content and misinformation as well as eliminate hate speech from its platform, PR and marketing pros can gain helpful insights from looking over the “Culture and trends” section of the website. Don’t forget to brush up on YouTube’s “Community Guidelines” as well.
Here are today’s top stories:
Starbucks, Unilever, Coca-Cola and more boycott Facebook
As July 1 nears, the number of organizations joining the #StopHateForProfit boycott is growing, with some brands announcing they’ll stop paid marketing efforts across all social media platforms.
On Sunday, Starbucks published the following statement:
We believe in bringing communities together, both in person and online, and we stand against hate speech. We believe more must be done to create welcoming and inclusive online communities, and we believe both business leaders and policy makers need to come together to affect real change.
We will pause advertising on all social media platforms while we continue discussions internally, with our media partners and with civil rights organizations in the effort to stop the spread of hate speech.
“A Starbucks spokesperson told the BBC the social media “pause” would not include YouTube, owned by Google,” BBC reported.
Starbucks joins Unilever, Coca-Cola, Verizon and more in halting social media ads.
On Friday, Unilever announced it would halt Twitter, Facebook and Instagram ads through the end of the year:
Given our Responsibility Framework and the polarized atmosphere in the U.S., we have decided that starting now through at least the end of the year, we will not run brand advertising in social media newsfeed platforms Facebook, Instagram and Twitter in the U.S. Continuing to advertise on these platforms at this time would not add value to people and society. We will be monitoring ongoing and will revisit our current position if necessary.
We will maintain our total planned media investment in the U.S. by shifting to other media.
Coca-Cola announced its own ban late on Friday, saying it would pull advertising from all social media sites for 30 days.
“We will take this time to reassess our advertising standards and policies to determine whether revisions are needed internally, and what more we should expect of our social media partners to rid the platforms of hate, violence and inappropriate content,” the company said in a statement.
Even PepsiCo is reportedly joining the boycott.
Pepsi reportedly joined the advertising boycott that several companies are taking against Facebook, people close to the matter told Fox Business Sunday.
The second largest food and beverage company in the world is reportedly pulling ads from Facebook through July and August as part of a “global boycott,” sources told Fox Business. Pepsi has not yet made an official announcement on the subject.
Facebook’s co-founder and chief executive, Mark Zuckerberg—who has lost roughly $7.2 billion as company shares fell—responded to concerns with a strategy to combat misinformation and hate speech.
On Friday, CEO Mark Zuckerberg outlined in a livestream several steps he said the social network will take ahead of the 2020 presidential election to combat hate speech. Among the planned steps: pushing back against voter suppression, boosting standards for hateful content in ads, and labeling content deemed newsworthy.
… “I’m optimistic that we can make progress on public health and racial justice while maintaining our democratic traditions around free expression and voting,” wrote Zuckerberg Friday. “I’m committed to making sure Facebook is a force for good on this journey.”
Three weeks ago, I committed to reviewing our policies ahead of the 2020 elections. That work is ongoing, but today I…
Why it’s important: Organizations are facing increasing pressure to do the right thing and push for social justice as well as political changes. PR and marketing pros should also consider their paid social media strategy for July and beyond. If you’re continuing your marketing partnership, be prepared to answer critics.
L’Oreal recently announced that it will stop putting the terms “fair,” “fairness,” “white” and “whitening” on its skincare products.
The move comes after increasing consumer pressure on brands to take a stand against racism as Black Lives Matter protests continue. L’Oreal joins two other companies that will cut the terms from its packaging as well as its PR and marketing campaigns.
On Thursday, Hindustan Unilever, the Indian and Bangladesh unit of Anglo-Dutch firm Unilever (UL), announced that it would “stop using the word ‘Fair” on its “Fair and Lovely” skincare products. Unilever stated its reason was to move toward “a more inclusive vision of beauty.”
Johnson & Johnson (JNJ), also announced on Thursday it has discontinued two lines of skincare products from its brands that include the word “fairness” on its labels for the same reasons.
As additional organizations evaluate ways they can be more inclusive with their products as well as campaigns, consider the terms and phrases that you might want to replace.
Edelman’s Trust Barometer Special Report: Brand Trust in 2020 revealed that 70% of consumers say trust a brand is more important now than ever before, with “trust” reaching No. 2 on the list of brand attributes that lead to purchase—and consumer loyalty:
You can read the full report here.
CRISIS LEADERSHIP BOARD
Looking for more insight on how to address the current global crisis and lead your organization into a strong recovery?
Join Ragan’s Crisis Leadership Board to network and brainstorm with peers, get the latest intelligence and research, and start to strategize for the future of your organization.
Microsoft closes retail locations
The technology company announced a “strategic change”—it’s closing all physical retail stores and focusing on its e-commerce operations instead. The move will save them roughly $450 million before taxes in 2020. Microsoft’s retail store in its Redmond, Washington headquarters, as well as its campus stores in London, New York City and Sydney, will become experience centers.
“Our sales have grown online as our product portfolio has evolved to largely digital offerings, and our talented team has proven success serving customers beyond any physical location,” said Microsoft Corporate Vice President David Porter. “We are grateful to our Microsoft Store customers and we look forward to continuing to serve them online and with our retail sales team at Microsoft corporate locations.”
… “We deliberately built teams with unique backgrounds and skills that could serve customers from anywhere. The evolution of our workforce ensured we could continue to serve customers of all sizes when they needed us most, working remotely these last months,” said Porter. “Speaking over 120 languages, their diversity reflects the many communities we serve. Our commitment to growing and developing careers from this talent pool is stronger than ever.”
Why it’s important: As organizations across industries grapple with new business models and revenue streams that cut overhead costs and enable them to stay afloat as the COVID-19 crisis continues, many have turned to digital storefronts and e-commerce offerings. As consumer behaviors have shifted to buying online, with many analysts predicting that these behaviors will remain after organizations re-open, consider how you can offer your products and services virtually or digitally.
The COVID-19 crisis has drastically changed the landscape for communicators and PR pros. More than ever before, communicators must gain key skill sets and employ strategic communications and media relations strategies to boost their organizations’ coverage, reputation and overall brand.
Learn what the 315 communicators we surveyed say about what parts of the PR function are more important than ever, how to adjust for COVID-19, and more with our free report revealing insights that can help you persevere during this uncertain time.
The UPS Dogs Facebook page, with more than 1.8 million followers, and the UPS Dogs Instagram account, with more than 650,000 followers, are great examples of the power that comes with passionate brand advocates (especially if pets are involved).
Neither social media account are an official company profile, but rather were created by an employee to showcase the relationships between UPS drivers and consumers’ four-legged family members.
The group, started by 17-year UPS veteran Sean McCarren, features adorable photos of dogs (and sometimes cats) that he and other drivers encounter on their routes.
McCarren got the idea for the page when he realized he had between 50 to 60 photos of dogs on his phone.
“I posted on my regular wall, and everyone was all crazy about it,” he told Insider. “So I decided to just go ahead and make a page.”
If you’re looking to create an online community to boost your brand and tap into audience insights, research existing groups to see if you can instead take part in (or observe) an already thriving online community.
The same goes for getting employees involved: Find the people actively singing your organization’s praises and research how your employees like to interact and share online. Ask whether you should create something new, rather than giving exisiting communities and active individuuals resources and information. Many times, community-led efforts are more successful than those that are brand-led.
WHAT YOU SAID
We asked how you’re keeping in touch with industry peers and expanding your network while you work from home, and more than 41% of you said you’re networking virtually at webinars and digital conferences. Nearly 27% of you are leaning on industry associations to make new connections, and nearly 18% are turning to LinkedIn groups—the same amount that find contacts through thought leadership articles:
Many are keeping in touch with co-workers through messaging channels and virtual meetings, but how are you meeting industry peers and expanding your #network as you work from home?
— PR Daily (@PRDaily) June 26, 2020
Are you joining the #StopHateForProfit boycott, which starts on Wednesday?
Are you joining the #StopHateForProfit boycott on July 1?
Share your thoughts with us under #DailyScoop, and we'll share in tomorrow's roundup.
— PR Daily (@PRDaily) June 29, 2020
Weigh in below and share your thoughts under the hashtag #DailyScoop.