Social media marketing has always been about engagement, but if your brand is going for Twitter’s new #BrandBowl52 trophy, you’ll need more than likes and follows to hit the social media end zone.
For retailers selling luxury goods, social media is an essential tool to reach their audience – in fact with 70% of luxury purchases now preceded by at least one online interaction, a robust social strategy is critical for high-end brands today. But this niche market is at risk of a unique set of threats online.
Terrorist-related content online has become a major issue, on a global scale. At today’s G7 meeting in Italy it was agreed that internet companies will continue to take a proactive role and ensure decisive action in making their platforms more hostile to terrorism. They will also support civil society partners to develop alternative narratives online.
Hate speech has become one of the darkest aspects of our social media lives. Even the most innocuous-seeming posts can quickly descend into foul-mouthed, offensive, hate-fueled threads. Why this is the case is the subject of much research, but no matter what the cause, the result is that the extent of hate speech posted online is starting to have real-world consequences.