Applying FTC Guides to Social Media Best Practices (Oct 2010: Links or Data May be Outdated)Presentation Transcript
APPLYING FTC ENDORSEMENT GUIDES TOSOCIAL MEDIA BEST PRACTICES
Effective social media communications requires Navy entities to build trust with stakeholders Trust is established over time through: Honest communications Full disclosure (who we are and what our intentions are) The Federal Trade Commission (FTC) has recently announced endorsement relationships must be disclosed. By law, endorsers must disclose their affiliation with the organization/product/service they are endorsing and whether any compensation has been provided for that endorsement. Although the military is not allowed to provide nor solicit endorsements, the principles of honesty and transparency apply to our effective use of social media and help build trust with our stakeholders.
What can the FTC rules teach the Navy about effectively communicating in social media? We must set a good example Require truthfulness and disclosure from your social media administrators Monitor and manage conversations about your command to ensure they are truthful Train your personnel about the importance of being honest and transparent in all communications including social media http://www.ftc.gov/multimedia/video/business/endorsement-guides/endorse_mary-q1.shtm
1. Require truthfulness and disclosure from your social media administrators Disclose means stating: Who you are Whether you were paid or compensated in any way to write about the content being discussed Whether this is your real opinion based on personal experience Who is the person actually doing the posting? EXAMPLE: “I am a lieutenant in the U.S. Navy, and this is my personal opinion.” TIPS:
Always be honest
Provide disclosure for each social media platform used (and if it is not obvious, provide disclosure for each post to social media)
Ensure disclosure is clear and conspicuous—would your mother know who was writing this post simply by looking at it?
Who is the author and what is their affiliation? Comments:
2. Monitor and manage conversations about your command to ensure they are accurate and truthful Monitor conversations about your command Engage when you see misinformation Avoid arguments and just provide corrections to inaccurate information See the “Brand Management” snapshot for more tips on how to monitor conversations about your command, http://www.slideshare.net/USNavySocialMedia/brand-management-online-part-i-of-2
3. Train personnel about the importance of being honest and transparent in all communications, specifically social media Establish rules of engagement for your command based upon the Navy & DoD social media policies ALNAV 056/10 Internet-based Capabilities Guidance—Official Internet Posts, http://www.slideshare.net/USNavySocialMedia/all-navy-marine-corps-message-alnav-05610-internetbased-capabilities-guidance-official-internet-posts ALNAV 057/10 Internet-based Capabilities Guidance –Unofficial Internet Posts, http://www.slideshare.net/USNavySocialMedia/all-navy-marine-corps-message-alnav-05710-internetbased-capabilities-guidance-unofficial-internet-posts DTM 09 -026 Responsible and Effective Use of Internet-based Capabilities, http://www.dtic.mil/whs/directives/corres/pdf/DTM-09-026.pdf Include social media education in your regular command training (GMT, all hands, etc.)
Additional resources How to Stay Out of Trouble: Word-of-mouth (WOM) Ethics, Policies, and Training -- presented by Andy Sernovitz, Social Media Business Council http://vimeo.com/12315655
Federal Trade Commission (FTC) website, Business: About the Endorsement Guideshttp://www.ftc.gov/multimedia/video/business/endorsement-guides/endorse_mary-q1.shtm
Disclosure best practices toolkit from the Social Media Business Council, http://www.socialmedia.org/disclosure/
Navy Emerging Media Integration CDR Scott McIlnayDirector, Emerging Media Integration (OI-54)Department of the Navy, Office of InformationOffice:(703) 692-4718Email: email@example.com LT Lesley LykinsDeputy, Emerging Media Integration (OI-54A)Department of the Navy, Office of InformationOffice:(703) 695-6915Email: firstname.lastname@example.org Ms. Tracy Johnson Contract Support, Emerging Media Integration (OI-54CTR) Department of the Navy, Office of Information Office:(703) 377-9272 Mobile: (410) 991-6444 Email: email@example.com Official Navy Website www.navy.mil Navy Social Media Directory www.navy.mil/socialmedia Navy Social Media Resources Page www.chinfo.navy.mil Navy Emerging Media on Slideshare www.slideshare.net/USNavySocialMedia 8