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.

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

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