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By Sam Bradley-16 March 2021 08:00am
Will paid moderation help brands escape online opprobrium?
Each week, we ask readers of The Drum – from brands, agencies and everything in between – for their advice on real problems facing today’s marketing practitioners.
Last week s flurry of International Women’s Day-themed comms saw mixed results for brands. Burger King in particular scored an own goal with a Twitter post that clumsily attempted to discuss gender discrimination in the food world. Social media (and Twitter especially) can be a hostile place for advertisers who put a foot wrong.
Though the Home of the Whopper ended up apologising, new features recently added by Twitter, TikTok and Reddit may have helped them pre-emptively spike that backlash, with that platform now offering advertisers and creators the option to moderate user replies.