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Social media disclosure and ethics for big brands, presented by Andy Sernovitz

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In his presentation, SocialMedia.org CEO Andy Sernovitz shares his recommendations on how to stay safe and ethical in social media. …

In his 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.

More in: Social Media
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  • 1. SOCIALMEDIA.ORG CASE STUDIES Member Meeting 32 Chicago, 6-15-2014 Learn more about Member Meetings socialmedia.org/meetings SOC IALMEDIA. ORG MEM B ER MEETIN G 32 CHICA GO SocialMedia.org Andy Sernovitz Social media disclosure and ethics for big brands
  • 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. #spon = #bs bit.ly/ad_12 "Native Ads" Fake disclosure fails 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 and Training
  • 16. We have a chance to do something good
  • 17. Save your brand Save your reputation Save your job
  • 18. Brand Pride
  • 19. 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
  • 20. FTC says: The need for a disclosure is really a warning sign that [it] may contain some element of deception. Rather than focusing on fonts, hyperlinks, proximity, platforms, and 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’.
  • 21. If you have to ask, the answer is no It’s easier to be honest Pass it on
  • 22. Learn more about past and upcoming Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 32 Chicago, 6-15-2014 Learn more about Member Meetings socialmedia.org/meetings SOC IALMEDIA. ORG MEM B ER MEETIN G 32 CHICA GO