Main Stage
Navigating Creator Liability: How to Ensure Brand Fit for Engagement Excellence
Wednesday, April 10, 2024, 3:45 PM - 4:10 PM

In a world of expanding networks, growing communities, and diminished reputation in legacy organizations, brands are turning to creators and influencers as digital tribal leaders to bridge the trust and authenticity gap. This expanded need for creator voices has led to milestone leaps for brands, activating communities and engaging with them through creative products and meaningful initiatives.

But with the hundreds of millions of creators in the social landscape, how can brands partner with creators with confidence to optimize opportunity while limiting liability? Corporate “guilt by association” is real and aligning your brand, even temporarily, with a risk can spell disaster and impact your reputation. Join Andrew Dawson, Social Networks Practice Principal and Executive Contributor at Brandwatch, as he shares behavioral principles for navigating creator partnerships and a framework that promotes brand and reputation safety.

Noel Christopher Andrew Dawson