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Social Media Disclosure & Ethics for Big Brands

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Ethics is the foundation of word of mouth and social media success — because no one is going to share your message if they don’t trust you and respect you. Just as important: It’s the law. Government …

Ethics is the foundation of word of mouth and social media success — because no one is going to share your message if they don’t trust you and respect you. Just as important: It’s the law. Government agencies are enforcing honesty and disclosure rules — if bloggers don’t catch you first.

In this presentation, SocialMedia.org and WordofMouth.org CEO Andy Sernoviz teaches you how to do the right thing and stay out of trouble with proper disclosure, social media policies, and training.

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  • These are OLD laws
  •  - it's hard to manage 10s of 1000s of people. No one sets out to do this. Especially when some of them hire agencies. Again and again, FTC has ruled that if you set strong rules and stick with them, they won't procesute rogue people. IF you've educated first.Biggest Risk: 1) Agency (great or sleazy) pitches something to someone – and they say yes. 2) Junior person or team member in dept that doesn’t do social does something they shouldn’tSafest place: 1) Training and 2) formal poilies = FTC clearly says immunity.
  • Do you want to be the guy?

Transcript

  • 1. Social Media Disclosure & Ethics for Big Brands
  • 2. The secret to success in social media: Trust
  • 3. The difference between honesty and sleazery: Disclosure
  • 4. THIS IS THE LAW
  • 5. and it's not new
  • 6. 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
  • 7. 10 Magic Words I work for __________________, and this is my personal opinion.
  • 8. Who are you? Were you paid? Is it an honest opinion based on a real experience?
  • 9. Clear and Conspicuous to the Average Reader Obvious disclosure Up front Don’t lie to your mom
  • 10. 2013 FTC Warning Stop ignoring us Stop faking it If you can’t be honest, don’t do it
  • 11. Fake disclosure fails #spon = #bs bit.ly/ad_12 "Native Ads" fake.url/teenytinyinfo
  • 12. Brands are 100% liable
  • 13. Training and Education The Biggest Risk & A Safe Place
  • 14. 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
  • 15. We have a chance to do something good
  • 16. Save your brand Save your reputation Save your job
  • 17. Brand Pride
  • 18. 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
  • 19. 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’.
  • 20. If you have to ask, the answer is no It’s easier to be honest Pass it on