21.7 hours a week online97% of online Aussies using social media3.2bn likes and comments on Facebook every day – 37k every second100m take a social action (likes, shares, comments etc) on YouTube every week: more than 50% of videos on YouTube have been rated or include comments from the community.Australians’ have embraced social media as a way of expressing their views, connecting and sharing with friends and family, and engaging with organisations and brands in new and powerful ways. This new ability for social media users to easily and rapidly coalesce around certain issues, causes, interests and campaigns is fast becoming a hallmark of the way in which Australians come together and express how they feel and what they believe to their friends, colleagues, former employers, charities they support, organisations and government. These virtual conversations are the modern day equivalent of the ‘water cooler conversation’. The new ‘word of mouth’ - 71% of Australian Internet users reading reviews/discussions/comments about brands and 83% researching products and services online prior to purchase
92% NFP: cite LinkedIn, Twitter, Facebook and YouTube as most frequently used platforms
Allergy Pathways – operates allergy testing and detection clinics.In 2009, found guilty of misleading and deceptive conduct over representations made in advertising that it:(a) could test for allergens; (b) could cure or eliminate virtually all allergies or allergic reactions; (c) could successfully treat a person’s allergies or allergic reactions; (d) treatment of persons with allergies was safe and/or low risk; and (e) it was safe to have contact with a substance or allergen to which the person had an adverse reaction after Allergy Pathway’s treatment. The Court sought various undertakings from Allergy Pathways that it would not engage in such behaviour for three years. In 2011, theACCC alleged that Allergy Pathway made representations in breach of its undertakings in statements published and adopted on its website at www.allergypathway.com.au and its Facebook and Twitter pages. Moreover, it was alleged that Mr Keir breached his undertaking as he was knowingly concerned in Allergy Pathway’s publication of the offending representations.The publications were grouped into several categories:(1) statements and links to statements posted by Allergy Pathway on its website and Facebook and Twitter pages and in a video posted on YouTube and embedded on its Facebook and Twitter pages; (2) testimonials written by clients and posted by Allergy Pathway on its website and Facebook and Twitter pages; (3) testimonials written and posted by clients on Allergy Pathway’s Facebook “wall”; and (4) Allergy Pathway’s responses to queries posted by members of the public on its Facebook wall. The ACCC argued successfullythat if a person posts on Allergy Pathway’s Facebook wall or Twitter page a statement which, if placed there by Allergy Pathway, would render it liable for contempt, once Allergy Pathway is aware of the statement having been placed on its Facebook or Twitter page and does not remove it, then it is liable for contempt.
Odd to focus on control, rather than ownership or creation…….Which community standards should apply??
Consumers don’t perceive user comments to be advertising – so who is the AANA trying to protect?
Demonstrating that you have a policy and take the issue seriously will be a large mitigating factor.
Sam Yorke: Role of regulatory bodies in risk mitigation