BlogWell New York Social Media Ethics Briefing, presented by Andy Sernovitz

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In his BlogWell New York 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.

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BlogWell New York Social Media Ethics Briefing, presented by Andy Sernovitz

  1. 1. SocialMedia.orgVideo Case StudiesAndy SernovitzSocial Media Ethics Briefing:Staying Out of TroubleThis video is fromBlogWellSan FranciscoJune 20, 2011socialmedia.org/blogwellSocialMedia.orgCase StudiesThis presentation is fromBlogWellNew YorkApril 17, 2013socialmedia.org/blogwell
  2. 2. Social MediaDisclosure & Ethicsfor Big Brands
  3. 3. The secret to successin social media:Trust
  4. 4. The difference betweenhonesty and sleazery:Disclosure
  5. 5. THIS ISTHE LAW
  6. 6. and its not new
  7. 7. 3 + 1 Rules forSafe Social Media Outreach1. Require disclosure and truthfulness in social media2. Monitor the conversation and correct misstatements3. Create social media policies and training+ Dont pay for it
  8. 8. 10 Magic WordsI work for __________________,and this is my personal opinion.
  9. 9. Who are you?Were you paid?Is it an honest opinion basedon a real experience?
  10. 10. Clear and ConspicuousObvious disclosureUp frontDon’t lie to your mom
  11. 11. 2013 FTC WarningStop ignoring usStop faking itIf you can’t be honest, don’t do it
  12. 12. Fake disclosure fails#spon = #bsbit.ly/huh“Native Ads”fake.url/teenytinyinfo
  13. 13. Brands are 100% liable
  14. 14. Training and EducationThe Biggest Risk&A Safe Place
  15. 15. Disclosure Best Practices Toolkitsocialmedia.org/disclosure• Checklists for everysituation• Customize for your team• Disclosureof Identity• Personaland UnofficialParticipation• Truthfulness• AdvocacyCampaigns• Agency/ContractorDisclosure• VendorQuestionnaire• Policies andTraining
  16. 16. We have a chance to dosomething good
  17. 17. Save your brandSave your reputationSave your job
  18. 18. Brand Pride
  19. 19. Raise your standardsAnything that makes an ad look like anot-ad is wrongIf you have to disclose it, its probablydeceptive
  20. 20. FTC says:The need for a disclosure is really a warningsign that [it] may contain some element ofdeception. Rather than focusing on ... the wholedisclosures rigmarole, how about stepping backand ... get rid of the need for a disclosure in thefirst place? We’re not sayin’. We’re just sayin’.“”
  21. 21. If you have to ask,the answer is noIt’s easier to be honestPass it on
  22. 22. Learn more about past andupcoming BlogWellssocialmedia.org/blogwellThis video is fromBlogWellSan FranciscoJune 20, 2011socialmedia.org/blogwellSocialMedia.orgCase StudiesThis presentation is fromBlogWellNew YorkApril 17, 2013socialmedia.org/blogwell

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