Most marketers have now been taking advantage of social media networks for several years. By now, everyone knows the medium is both transformational, but also risky.

But exactly how risky can social be, and how do brands best respond?

News Corp’s Storyful unit, which began by helping publishers validate user-uploaded content for news stories, says it can help marketers understand how to avoid risks in social environments.

Together with IPG’s PR unit Weber Shandwick, Storyful recently launched Cognitive Context, an online product illuminating risks and social opportunities to brands.

“We are looking to install best practices when it comes to how social and visual storytelling is changing communications strategies,” Storyful CEO Rahul Chopra tells Beet.TV, in this video interview.

“We’re going to market with their clients and new ones to … execute against best practices when it comes to understanding social, mitigating risk and building brand loyalty … as well as, from a crisis perspective, ensuring you’ve got best practices in place to be able to understand the fall-out that can occur when it comes to things going viral for your brand.”

The platform includes a forward-looking insight system using a dynamic scorecard for social media, based off Storyful technology and editorial analysis.

Chopra claims deals with some of the world’s biggest ad agencies to use the product.

This segment is part of the Beet.TV lead-up to the Cannes Lions Festival of Creativity. 2017. The series is presented by Storyful.   For more from the series, please visit this page.