In his BlogWell Bay Area presentation, SocialMedia.org CEO Andy Sernovitz shares his recommendations on how to stay safe and ethical in social media. Andy covers the latest FTC updates, the fundamentals of proper disclosure, and how to make sure your agencies and vendors comply with your standards.

1. SocialMedia.org
Video Case Studies
Andy Sernovitz
Social Media Ethics Briefing:
Staying Out of Trouble
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Bay Area
August 6, 2013
socialmedia.org/blogwell

2. Social Media
Disclosure & Ethics
for Big Brands

3. The secret to success
in social media:
Trust

4. The difference between
honesty and sleazery:
Disclosure

5. THIS IS
THE LAW

6. and it's not new

7. 3 + 1 Rules for
Safe Social Media Outreach
1. Require disclosure and truthfulness in social media
2. Monitor the conversation and correct misstatements
3. Create social media policies and training
+ Don't pay for it

8. 10 Magic Words
I work for __________________,
and this is my personal opinion.

9. Who are you?
Were you paid?
Is it an honest opinion based
on a real experience?

10. Clear and Conspicuous
to the Average Reader
Obvious disclosure
Up front
Don’t lie to your mom

11. 2013 FTC Warning
Stop ignoring us
Stop faking it
If you can’t be honest, don’t do it

12. Fake disclosure fails
#spon = #bs
bit.ly/ad_12
“Native Ads”
fake.url/teenytinyinfo

13. Brands are 100% liable

14. Training and Education
The Biggest Risk
&
A Safe Place

15. Disclosure Best Practices Toolkit
socialmedia.org/disclosure
• Checklists for every
situation
• Customize for your team
• Disclosure of Identity
• Personal and Unofficial
Participation
• Truthfulness
• Advocacy Campaigns
• Agency/Contractor Disclosure
• Vendor Questionnaire
• Policies andTraining

16. We have a chance to do
something good

18. Save your brand
Save your reputation
Save your job

19. Brand Pride

20. Raise your standards
Anything that makes an ad look like a
not-ad is wrong
If you have to disclose it, it's probably
deceptive

21. FTC says:
The need for a disclosure is really a warning
sign that [it] may contain some element of
deception. Rather than focusing on ... the whole
disclosures rigmarole, how about stepping back
and ... get rid of the need for a disclosure in the
first place? We’re not sayin’. We’re just sayin’.
“
”

22. If you have to ask,
the answer is no
It’s easier to be honest
Pass it on

23. Learn more about past and
upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWell
San Francisco
June 20, 2011
socialmedia.org/blogwell
SocialMedia.org
Case Studies
This presentation is from
BlogWell
Bay Area
August 6, 2013
socialmedia.org/blogwell