Social media disclosure and ethics for big brands, presented by Andy Sernovitz
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The document summarizes a presentation about social media disclosure and ethics for big brands. It discusses the importance of trust and honesty in social media outreach. The key points are: 1. Companies should require disclosure and truthfulness in social media, monitor conversations to correct misstatements, and create social media policies and training. 2. Brands should disclose their identity and whether an opinion expressed is a personal view or paid endorsement. 3. The FTC warns companies to avoid deceptive practices in social media and focus on honest disclosure over "disclosures rigmarole."
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Social media disclosure and ethics for big brands, presented by Andy Sernovitz
- 1. SocialMedia.org Andy Sernovitz Social media disclosure and ethics for big brandsLearn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 35 New York 5-20-2015
- 2. Social Media Disclosure & Ethics for Big Brands
- 3. The secret to success in social media: Trust
- 4. The difference between honesty and sleazery: Disclosure
- 6. and it's not new
- 7. 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
- 8. 10 Magic Words I work for _________, and this is my personal opinion.
- 9. Who are you? Were you paid? Is it an honest opinion based on a real experience?
- 10. Clear and Conspicuous to the Average Reader Obvious disclosure Up front Don’t lie to your mom
- 11. 2013 FTC Warning Stop ignoring us Stop faking it If you can’t be honest, don’t do it
- 12. #spon = #bs bit.ly/ad_12 "Native Ads" Fake disclosure fails fake.url/teenytinyinfo
- 13. Brands are 100% liable
- 14. Training and Education The Biggest Risk & A Safe Place
- 15. 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
- 16. We have a chance to do something good
- 18. Save your brand Save your reputation Save your job
- 19. Brand Pride
- 20. 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
- 21. 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’.
- 22. If you have to ask, the answer is no It’s easier to be honest Pass it on
- 23. Learn more about past and upcoming Member Meetings socialmedia.org/meetings Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 35 New York 5-20-2015