Protecting Your Brand Amid Constant Social Media Shifts

From TikTok’s on-and-off relationship with the US to Meta’s questionable policy decisions to the tech bros lined up for the inauguration, does January have you feeling dizzy or maybe a little sick? As a brand, what does this mean? 2025 is shaping up to be a doozy of a year for marketers, and as your agency partner, we’re here to support you through the rollercoaster.?

In case you missed it, Mark Zuckerberg has communicated a number of changes in the first two weeks of January that came as a bit of a surprise. He made the decision to remove 3rd party fact-checking as well as overhauled Meta’s hateful conduct policy, under the guise of free speech. In addition, he has also made misogynistic comments about how our workplaces should operate. As a woman-owned business, we’re not about that bullshit.

Meta has been a successful advertising platform for many brands, small and large, over the years. So, while we do not hold the same values as Mr. Zuckerberg, we understand the importance of supporting clients’ success.

As we monitor what these changes will look like for the Meta ecosystem, here are some of the top questions we are asking ourselves and our clients.

1. Are you contradicting the values you have previously communicated to customers? While the immediate shockwave isn’t a clear indicator of how the platforms will evolve, we anticipate both Facebook and Instagram to become more turbulent. If so, what message is it sending to your consumers by having your advertising on the platforms??
2. Is it safe for your brand to advertise on the platform? While there are still tech-enabled controls to assist in brand safety decisions, they still won’t tell us whether or not the platform as a whole is right for our brands. Our years of expertise in social media provide us with the knowledgeable boundaries of when a platform has gone too far. Moderation and community management must increase. As we saw with the changes made to X, bad actors become more emboldened with these policy changes, and it is critical to keep asking if the platform is still correct for your strategy. If you’re moderating in-house, how are you providing support to your community managers fielding hateful comments on your behalf??

3. ... Continue reading on Hg.agency