brand safe social media

Problem §

There are several issues in the current digital landscape:

1. Lack of Authenticity and Brand Safety: Existing social media platforms often struggle with verifying the authenticity of information and associations, posing risks to brand integrity and public trust.

2. User Privacy and Control: Users currently have limited control over how their data is used for advertising, and there’s a lack of flexibility in managing their online privacy and exposure to ads.

3. Content Quality and Expertise: Most platforms don’t have effective mechanisms to ensure that contributions, especially in specialized fields like medicine or sports, come from knowledgeable and credible sources.

4. Positive Contribution and Engagement: There’s a need for a system that encourages users to contribute positively before they can fully engage in community discourse, promoting a more constructive and respectful online environment.

This platform aims to solve these problems by introducing a brand-safe environment with verified connections, user-controlled advertising preferences, expert-driven discussion spaces, and a unique system that ties commenting privileges to positive and relevant contributions.

Solution Overview §

Here’s a summary of the proposal for an innovative social media platform:

Trusted Sources & Brands are primary audience §

The platform is a brand-safe and authenticity-focused social media network. It allows entities like the NFL to verify and manage connected individuals and teams, ensuring information authenticity. This would leverage a central authority model similar to the one used for SSL certificates.

Content reach is influenced by endorsements from validated accounts, introducing a unique content dissemination system. For instance, in medical discussions, only those connected to credible medical organizations can comment, while sports discussions are open to league members, reporters, or alumni. Everyone’s opinion is not equal.

Content will be scanned for tagging on upload. Hashtags are claimed by groups or brands, and you can have competing versions of the same hashtag. So for example, multiple leagues could have a DALvsPHI hashtag. If someone were to upload a comment that “Dallas is crushing them right now!” the system could prompt the user for hashtags to add based on teams and leagues they follow. So in this case the message would get a hashtag where the hashtag is replaced by an NFL shield. In other cases, there maybe an NBA logo, MLS logo, or other league indicator.

User Control of Their Trust profile §

System will have a modular approach to moderation and filtration. Users will be able to opt in or out of a Trust network at multiple levels, block individuals, block the person that vouched for them and all the people under their credentials or all the way up to an entire trust root.

Additionally, you could rather than block a group, sort them out, or style them differently.

Snooze for topics, hashtags in addition to individuals, or trust roots can be managed by users. An example would be to snooze sports updates. Using the Dallas vs Philadelphia example, a user could time shift and block all mentions tagged with any NFL affiliated user, team, or hashtag for an hour, a day, or queue them up to come through the feed as they watch a time delay of the game on DVR.

Not all opinions are equal §

Additionally, commenting privileges on posts are linked to users’ positive contributions and relevant affiliations. If you want to comment on someone’s post, you need to have established a similar level of content to engage them. Everyone’s opinion is not equal.

Transparent and Flexible Cost Model §

To support growth users can support the cost of operations with 3 options: to pay via cash, by hosting a network node, or by viewing ads.

1. They can support the model with a paid account model with a normal per month fee.
2. They can host a full node locally or in a preferred cloud provider.
3. They can view and interact with paid content. In this model it would be a transparent transactional approach where they would see how much each ad contributes to the platform. Additional models could be supported including the creation of viral content that has ads displayed near them.

Users can control their advertising experience by choosing how they identify to advertisers. The concept is that users can specify what ads they will be offered by indicating their “advertising persona” there is no attempt to verify the user matches those descriptions, just that they prefer to see ads in those categories. ie. I am 51, but I do not want to see ads about AARP and other senior specific content, and can change how my profile is tagged to any age group I want to.

Open Standard Platform §

The platform, inspired by the open frameworks of Mastodon and BlueSky, emphasizes decentralized and user-empowered engagement. It’s designed to foster a respectful community where contribution, expertise, and constructive engagement are key.

Challengers §

In the social media space, the platform would have several key competitors, each with its own unique features and focus areas. Here are some notable ones:

1. LinkedIn: Primarily a professional networking site, LinkedIn focuses on career development and professional connections. It differs from the platform in that it doesn’t offer the same level of brand safety measures or content validation based on expertise and contribution.

2. Twitter: A major player in real-time updates and public discourse, Twitter offers a broad platform for various discussions. However, it lacks the specialized approach of verifying expertise in specific topics and the flexible user-controlled advertising and privacy options this platform proposes.

3. Facebook: As a general social networking site, Facebook connects users with a wide range of content. Unlike this platform, Facebook doesn’t prioritize content reach based on expert endorsements or provide options for user-controlled ad exposure/payment models.

4. Mastodon: An open-source and decentralized social network, Mastodon shares some similarities with the platform in terms of infrastructure. However, it doesn’t focus specifically on brand safety, expert-driven content, or the unique user contribution and commenting system we envision.

5. Reddit: Known for its community-driven content and discussion threads, Reddit allows users to engage in various topics. It differs from this platform as it doesn’t emphasize verified expertise for commenting or the unique advertising and payment options we propose.

The platform stands out by integrating brand safety, expert verification for commenting on specific topics, a unique contribution-based engagement model, and flexible user privacy and payment options. It’s a comprehensive approach that addresses specific gaps in the current social media landscape.

Go To Market Plan §

For the launch and marketing of this social media platform, targeting the right buyers and establishing effective seller relationships is crucial. Here are the key groups to focus on:

1. Brands and Corporations: Especially those concerned with brand safety and authentic representation. These include large companies, sports leagues, and organizations looking to maintain a credible online presence.

2. Content Creators and Influencers: Those who value fair compensation and a respectful, engagement-driven platform. These individuals can also serve as brand ambassadors.

3. Professional Associations and Experts: Such as medical, legal, or academic institutions, who would appreciate the platform’s focus on verified expertise in discussions.

4. Tech-Savvy Consumers: Users who value privacy, control over their data, and a less ad-driven social media experience.

In terms of relationship sellers, consider:

1. Digital Marketing Agencies: They can help in reaching out to brands and corporations, emphasizing the platform’s unique brand safety and authenticity features.

2. Influencer Networks: To connect with content creators and influencers who can promote the platform to their followers.

3. Partnerships with Professional Bodies: Engaging with organizations like the American Medical Association to endorse the platform can lend credibility and attract experts.

4. Tech Partnerships: Collaborating with companies in the tech sector can help in reaching the tech-savvy consumer market and could also aid in platform development.

Focusing on these buyers and sellers will help establish a strong foundation for the platform’s launch and growth.