Branding on Social Media

http://www.bbc.com/news/technology-42716393

Can companies retain its values and brand on Social Media? Companies risk their reputation and brand when their advertisements inadvertently appear with the questionable content. Taking this into consideration, YouTube as reported in the article has toughened payment rules for independent publishers. Now, a clip must have at least 1,000 subscribers and 4,000 hours of their content viewed by others in the last 12 months before any adverts are attached to them. These restrictions gives platforms like YouTube the time needed to curate contents.

At first, YouTube's plan is to hire people to manually review contents. Of course, in the long run, they will develop algorithms to do the same. But the takeaway here is that there is much work to do in terms of reviewing and flagging contents.

This need for regulation is not confined to YoutTube alone. All social media platforms face this very challenge. As they become traditional media company, they will need to make decency judgements. Another example, Facebook's recent changes to News feed. They are not going to get it right the first time and in fact they will never be perfect at it. They are likely to be accused of political bias, discrimination, racism and homophobia along the way. Nevertheless, regulations is required to protect paying customer's interest: Brand!