https://www.facebook.com/tr?id=239616613522127&ev=PageView&noscript=1%22/>

Viewing entries tagged
Influencers

Hollywood's Billion Dollar Social Media Problem

Comment

Hollywood's Billion Dollar Social Media Problem

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…?

Comment

Where Influencer Marketing Went Wrong (and how to make it right)

Comment

Where Influencer Marketing Went Wrong (and how to make it right)

Influencer marketing has skyrocketed in the last 10 years. Since the arrival of social media, companies have witnessed the rise of a new personality called the influencer. With the ability to engage fans online and offline, influencers can drive purchasing decisions more powerfully than ever thought before. Companies clamor for influencers because their ads look authentic: rather than send a traditional ad into the news feed, brands can have influencers share a post of themselves using or endorsing the company’s product.

With an ability to connect with niche audiences and drive purchase decisions more quickly than most digital ads, influencers are an advertiser’s dream. However, that doesn't mean it's safe to dive right in. In their search for stars who bring in millions of dollars, many brands have foregone due diligence, which has led companies to spend thousands of dollars and hurt their brands in the process. Why does this happen? In part, it’s because only 29% of influencers are asked about their audience demographics. But to more fully understand how influencers can hurt your brand, we need to understand their motivations…

Interested in knowing the full costs of influencer risk? Download our Media & Entertainment risk packet here.

Comment