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Eloqua Social Media Ethics


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This deck discusses best practices in social media ethics and tips for complying with the FTC's Guidelines to Testimonials and Endorsements. Much of the content is rooted in the Word of Mouth Marketing Association's ethical code.

Published in: Business
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Eloqua Social Media Ethics

  1. 1. Social Media Ethics Joe Chernov/@jchernov Director of Content, Eloqua Co-chair WOMMA Member Ethics Advisory Panel
  2. 2. The$11,000Question
  3. 3. FTC: No Consideration/Not Endorsement
  4. 4. FTC: Impromptu/Not Endorsement
  5. 5. FTC: Organized Program/Endorsement
  6. 6. All performance claims must be substantiated Relationship with marketer/brand must be disclosed No difference between $ and samples Newsfeed, lifestream, blog, Twitter are all the same
  7. 7. White Black &
  8. 8. Astroturfing
  9. 9. Mostly Shades of Gray
  10. 10. DidYouSeeThatSign? Only one event Few posts Several disclosed There was a sign No Action Special gift Mystery prize for bloggers ($50-500)
  11. 11. A Social Media Drama* Act 1: Kim Kardashian joins other “it” girls in racy Carl’s Jr. ad *In five acts
  12. 12. Act 2: She Tweets! (… but where’s the disclosure?)
  13. 13. Act3:ScandalEnsues
  14. 14. Act 4: The Plot Twist (Apparently tweet was not an ad, after all)
  15. 15. Act 5: The Resolution
  16. 16. (Ad)
  17. 17. What’s sufficient disclosure?
  18. 18. … for clear guidance on proper substantiation … for specific direction on disclosure language … for instructions on disclosure placement
  19. 19. Honesty of identity Disclosure of consideration Disclosure of relationship Honesty of opinion Respect for venue Compliance w/FTC & COPPA Recommends #PAID or #SPON
  20. 20. NoConnection
  21. 21. ReviewCopy
  22. 22. Sample/Gift
  23. 23. Cash
  24. 24. Employee
  25. 25. AffiliateNetwork
  26. 26. Custom
  27. 27. Require disclosure Educate on how Monitor for its presence Act on its absence Maintain records
  28. 28. Does Contest = Consideration?
  29. 29. What About When You Can’t Disclose?
  30. 30. You must disclose client relationships A Note to Agencies / Content Partners
  31. 31. Don’t request a positive review Don’t demand the removal of negative review Don’t “favorite” negative tweets about competitor Don’t “vulture” for leads on Twitter Don’t forget that clients/employers = material relationship A Few More Ethical Best Practices