Protect your brand’s reputation with reliable first party data

Dave Dickman

06 Apr 2020 · 2 min read

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In the current global economic and social climate, the most valuable asset a brand or company can acquire is consumer trust. And in this digital age, two of the fastest (and often overlooked) ways to lose that trust are: First, neglecting to ensure you have access to first-party data and second, inattention to brand safety.

With much of the population working from home, there’s been a huge surge of online content consumption. But with that spike in consumption, there’s also been a declining trend in e-commerce. But a reduction in online sales doesn’t mean brands should stop digital consumer outreach. On the contrary, the current climate presents brands with a unique opportunity to connect authentically with their ideal audience through influencer marketing.

Partnering with the right influencer allows companies to release branded content in a respectful way. With the accuracy of information in the digital landscape under a microscope, it’s more important than ever to ensure the creators you’re partnering with are responsible with regards to the content they share. This strategy protects your brand’s reputation, increases brand awareness, and cultivates consumer trust and brand loyalty.

First, let’s talk about first-party data

First-party data is any data that’s collected directly from your audience or customers, with their permission. The only way to do this is through API access. When a user opts-in to a social media platform, they give that platform permission to track their behavior.

So, when we reference first-party data in terms of social media behavior, we mean data that is being pulled directly from the social platform itself with all the legal permissions in place. Without direct API access, you could be using data that was unethically “scraped”. This could present a lot of problems for you in terms of building effective strategies, especially in today’s climate, not to mention problematic ethical and legal implications.

First-party data & brand safety

Simply put: You cannot ensure brand safety if you don’t have access to reliable first-party data. In today’s market, there are a lot of options when it comes to platforms that claim to provide clients access to consumer data. But many users are unaware that the data they’re being sold may not be gathered responsibly. Moreover, the data you’re being served could be downright inaccurate.

With more attention being put on accuracy than ever before, it’s paramount that brands do their due diligence in analyzing the content of their online partners. Not only should companies review a creator’s current content, but they should also be sure to look at historical posts.

Evaluating historical social data allows brands to analyze and understand their audience’s behavior over time, gain content insights, flag if a creator has worked with a competitor in the past, and perhaps most importantly, ensure the tone and subject matter of their complete library of content aligns with their brand values.

Protect your brand’s reputation & come out ahead

Once you’ve acquired ethical access to first-party data, you can analyze creators’ past content to ensure they’re aligned with your brand values. You can measure a profile’s authenticity metrics, analyze previous campaigns, and establish trust.

Influencer marketing provides brands with an excellent opportunity to reach online audiences in a respectful and effective way. Ensure ethical access to first-party data in order to make informed decisions on where to invest your marketing capital, then leverage influencer relationships to cultivate brand loyalty and come out ahead.

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