Youtube has been named the most responsible social media platform, this was as a result of an audit carried out by IPG Mediabrands, which aims to hold social companies accountable in improving their responsibility policies.
The Interpublic Group of Companies, Inc. (IPG) is an American publicly traded advertising company. The company consists of five major networks: FCB, IPG Mediabrands, McCann Worldgroup, MullenLowe Group, and Marketing Specialists, as well as several independent speciality agencies in the areas of public relations, sports marketing, talent representation, and healthcare.
It is one of the “Big Four” agency companies, alongside WPP, Publicis and Omnicom, Michael Roth is the company’s CEO.
The agency, IPG Mediabrands launched a quarterly Media Responsibility Audit that put YouTube in the first place as a result of how it responded to brand-safety concerns three years ago, when some advertisers pulled campaigns after they found their ads were running alongside extremist content.
However, Twitter follows in second place, with LinkedIn a close third, Snapchat in fourth and Facebook in fifth. Pinterest (sixth), Twitch (seventh), Reddit (eighth) and TikTok (ninth) were listed as “below average”.
These platforms were analysed against 10 principles: promoting respect; protecting people; diversity; data collection and use; children’s well-being; whether they block hate speech; misinformation; how they enforce their policy; advertising transparency; and accountability.
Each social platform completed a survey with 250 questions around these points and YouTube emerge the most responsible.
YouTube is an American online video-sharing platform with its headquartered in San Bruno, California.
It was created by Chad Hurley, Steve Chen, and Jawed Karim, February 2005.
YouTube allows users to upload, view, rate, share, add to playlists, report, comment on videos, and subscribe to other users.
It offers a wide variety of user-generated and corporate media videos.
Available content includes video clips, TV show clips, music videos, short and documentary films, audio recordings, movie trailers, live streams, and other content such as video blogging, short original videos, and educational videos.
The audit by IPG Media brands agency is a great one as it unveils lots of findings about these platforms:
- It found out that most platforms are falling short of backing up their policies with consistent enforcement.
- It also found out that they rarely focus on the platforms holding themselves accountable for their enforcement of policies.
- There is also an “urgent need” for third-party verification when it comes to protecting brands from their ads appearing next to content considered to be harmful.
- The audit also shows that while certain platforms work with many organisations to combat misinformation, others work with none at all.
- This audit shows that there is work to be done across all platforms from a media responsibility perspective and that the different platforms each need to earn their place on a brand’s marketing plan.
Auditing is a tool to hold platforms accountable for improving their media responsibility policies and enforcement, more media brand should do this.