Banks cannot meaningfully engage consumers without using social media, but it’s exposing them to more potential brand damage than ever. They must understand emerging risks and prepare to combat them.
Amid rising political tensions and the proliferation of AI deepfakes, social media presents more brand safety risks than ever for banks. Understanding these risks is essential to safeguarding their brands.
Key Question: What tactics can bank marketers and advertisers use to protect their brand from emerging risks on social media?
Key Stat: Bank marketers and advertisers need to worry about not only their ads’ content, but also where they appear. Over half of consumers would stop using a brand if its ads ran next to inappropriate content, per a Q3 2023 Integral Ad Science (IAS) survey.
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Table of Contents
Executive Summary
Banks have no choice but to walk the social media tightrope
The brand safety stakes are especially high for banks
Banks must grapple with social media’s inherent risks
New threats to banks’ brand safety on social media
Banks have an arsenal of tools to manage social media risks
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