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BlogWell Chicago Social Media Ethics Briefing, presented by Andy Sernovitz

The document discusses social media ethics, emphasizing the importance of transparency and truthfulness in online communication for brands. It outlines essential rules for social media engagement, including the necessity of disclosure and the consequences of misleading advertising. The presentation aims to promote best practices and help brands maintain trust and credibility in their social media strategies.

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SocialMedia.org Video Case Studies Andy Sernovitz Social Media Ethics Briefing: Staying Out of Trouble This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Chicago June 19, 2013 socialmedia.org/blogwell
Social Media Disclosure & Ethics for Big Brands
The secret to success in social media: Trust
The difference between honesty and sleazery: Disclosure
THIS IS THE LAW
and it's not new
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
10 Magic Words I work for __________________, and this is my personal opinion.
Who are you? Were you paid? Is it an honest opinion based on a real experience?
Clear and Conspicuous Obvious disclosure Up front Don’t lie to your mom
2013 FTC Warning Stop ignoring us Stop faking it If you can’t be honest, don’t do it
Fake disclosure fails #spon = #bs bit.ly/huh “Native Ads” fake.url/teenytinyinfo
Brands are 100% liable
Training and Education The Biggest Risk & A Safe Place
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 andTraining
We have a chance to do something good
Save your brand Save your reputation Save your job
Brand Pride
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
FTC says: The need for a disclosure is really a warning sign that [it] may contain some element of deception. Rather than focusing on ... 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’. “ ”
If you have to ask, the answer is no It’s easier to be honest Pass it on
Learn more about past and upcoming BlogWells socialmedia.org/blogwell This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell Chicago June 19, 2013 socialmedia.org/blogwell