Sara Bennison calls on marketers to combat hateful comments on social media

Sara Bennison calls on marketers to combat hateful comments on social media

Nationwide's chief marketing officer Sara Bennison has called for brands to actively confront users who post hate and bigotry on their social media.

Writing in Campaign, Bennison listed a series of examples of racist, homophobic and violent comments that had been left on Nationwide’s social platforms.

She wrote that by "deleting and ignoring" such comments, marketers were "condoning a world where hatred and bigotry is okay".

Instead of this approach, brands should actively confront abusive users without opening a dialogue, Bennison argued.

"Personally, I do feel a responsibility as a 'brand owner' to take a stand against the haters and say very clearly that it is not OK to throw around abuse on social media which would not be tolerated in a civil society when said to someone’s face," the former Barclays CMO wrote.

She described talks between ISBA’s Digital Action Committee and the Metropolitan Police, who are responsible for investigating hate crimes, in an effort to establish which course of action would be most helpful.  

Discussions between ISBA and charity Stop Hate UK are also taking place. 

Read Bennison's column here.

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