TV and film studios are scrambling for ways to protect themselves from the controversy and expense of a social media scandal, without having to actually read through thousands of old tweets. The proliferation of digital content has outpaced the industry’s tools for staying on top of it all, leaving companies wondering what to do—and who will be next.
With Roseanne's scandal costing over $60 million in lost ad revenue and Gunn being just the latest star to run into financial and reputational losses over online content, it has become clear that Hollywood has deeply entrenched issues when it comes to screening and managing stars for reputational risk online. At this rate, the industry is slated to lose over $1 billion in the next year over social media issues alone.
Shouldn’t companies be able to mitigate risk up front, before another high-profile social media or sexual harassment scandal arises…?