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ONLINE HATE SPEECH: IF YOU'RE NOT PART OF THE SOLUTION YOU MUST BE PART OF THE
PROBLEM

Hate speech and trolling have become synonymous with social media – and this can
have a knock-on effect on brand reputation. So how can organisations turn this
around, safeguard their social spaces and start using their platforms for good?

12 September 2022

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Joshua Gornell, Director, The Social Practice at MediaCom explains how brands
can make a positive impact through technology.

There are many wonderful things that have been made possible through social
media. Baby and animal memes; connecting loved ones during the COVID-19
pandemic; creating likeminded online communities; globally empowering the
#blacklivesmatter and #metoo movements. The list goes on.

But there are also the highly publicised, negative effects of social media on
society. 

Trolling and hate speech are among the most prominent impacts, particularly
given the high-profile targets abused by those hiding behind the anonymity of
social media profiles; Bukayo Saka, Jadon Sancho, and Marcus Rashford were all
subjected to racist abuse after England’s 2021 Euro final loss, with the hate
messages yet to completely recede.

And while it is these high-profile occurrences shining a spotlight on trolling
and hate speech, they are not isolated or unique; racism, homophobia,
transphobia, profanity, and threats are just a few rife themes.

THE STATE OF SOCIAL MEDIA 

Hateful content feels omnipresent in this day and age. A 2021 Ofcom survey found
that more than half of all children aged 12 – 15 in the UK have been subjected
to hateful content online. The situation is improving, but users and brands
still do not have complete control.

Where toxic comments break the law, they should be taken down, but there are
grey areas and delays which are continuously exploited. For instance, using
emojis to convey inappropriate sentiments or changing letters in colloquialisms
and slang by u$ing symbols to avoid detection. 



Shockingly, despite women being the most common target for hateful content
online, misogyny is still not a hate crime under UK legislation. Misogynistic
comments are therefore considerably less likely to be addressed, as this would
see social platforms cross the dreaded line from platform to publisher. 

As a result, comments with ill intent often remain present through trickery or
oversight.

Karen Blackett OBE, GroupM UK CEO and WPP UK Country Manager, often talks about
“using our voice for good” and driving “positive change”. GroupM agencies are
invited to ask themselves “how can I make a difference?” and “what could, and
should, we be doing as an organisation?”

MORE ACTION, FEWER WORDS

Advertising on social media is one of the countless scenarios in which
unacceptable comments are posted and subsequently live. Working alongside some
of the most recognised brands globally, we asked ourselves what “can and should”
be done to protect users and brands from exposure to hateful comments on social
media within our scope of influence. 

There is a duty of care towards clients and users alike, the former spending
millions of pounds on social platforms, the latter a significant amount of time.
These hateful comments pose a genuine, brand-damaging risk that is often outside
of anyone’s control.

Warren Buffett famously said, “it takes twenty years to build a reputation and
five minutes to lose it”. 

This seems particularly pertinent in paid social advertising, considering 47
percent of UK adults say the points of view appearing in comments are an
indication of their values and what they stand for. 

Change is coming – via the Online Safety Bill in the UK and the Digital Services
Act in Europe – but it will not happen overnight. Brands have a role to play in
taking responsibility for the actions that happen on these platforms. And
agencies must ensure they are actively working against hateful comments and
content, and not passively watching it continue.

RESPONDING IN UNISON 

This is why MediaCom UK has partnered with Respondology, a collection of digital
veterans whose mission is to do something about the hate and damage produced by
social media users – an ambition mirroring our own. 

The technology puts the control back into brands’ hands and allows them to
decide what they deem as acceptable on their posts. 

Exclusion lists of words, phrases, emojis, or combinations of these tailored to
clients’ needs and tolerance thresholds can be hidden discreetly from all but
the person who uses them in their comment and their immediate contacts. All in
less than a second. It essentially allows brands to remove unwanted
conversations before they happen. 

Crucially, it removes the podium from unacceptable and hateful comments getting
any further exposure through paid promotion, which has the potential to reach
millions of active social media users. 

TAKING THE FIRST STEP…

Of course, there is a fine line between censorship and moderation, which must be
carefully trodden. It is important to work closely with partners, clients and
legal teams to ensure any technology – much like Respondology’s – is being used
in an ethical, responsible way.

And while partnerships are a piece of the puzzle, they are not the solution to
completing the jigsaw. 

It is up to media agencies, global brands, and social media networks to work
together and alongside independent industry bodies to protect users online. As
an industry, we must get to the point that we all want – where there is no
hateful content directed at anyone. 

Until then, it’s necessary to guide clients on how they can use technology and
work with like-minded organisations to make a positive impact.

Joshua Gornell

Director

The Social Practice at MediaCom





RELATED ARTICLES


SOCIAL MEDIA IS TOP OF CLASS FOR ‘BACK TO SCHOOL’ ADS AS ALMOST NINE IN 10
CONSUMERS PLAN TO SHOP ONLINE

01 September 2022 by Sarah Dennis

Consumers prefer to see ‘back to school’ ads on social media compared to other
channels, but they’re more likely to go the route of retail or e-commerce to
shop for the new term.


HOW TO 'BE MORE ALDI' – AND RIDE OUT THE RECESSION ON SOCIAL

25 August 2022

Since Cuthbert the caterpillar cake made his triumphant return to UK
supermarkets in June, more brands have become wise to the power of entertaining
content. But how can marketers ensure engagement leads to a purchase?


EU LEGISLATORS GIVE THE GREEN LIGHT TO NEW ACTS TO REIN IN TECH GIANTS

07 July 2022 by Sarah Dennis

The Digital Markets Act and Digital Services Act are now set to become law
across Europe with new rules imposed on platforms such as Google, Amazon, Apple
and Meta.


NIELSEN PARTNERS WITH THE TRADE DESK FOR OPEN WEB PROJECT

18 February 2022 by Robin Langford As adland seeks out alternatives to tracking
cookies, a new open web initiative will help power privacy-first measurement
across global regions.


PRODUCTIVE WORKFORCES NEED 'WATERCOOLER GOSSIP', SAYS PRIME MINISTER

16 February 2022


WYLIE ON… A BLEAK FUTURE?

11 February 2022 AI can eventually replace human creativity. But why should it?



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