MEM
BER MEETIN
G
39
SOC
IALMEDIA.
ORG
SocialMedia.org
Andy Sernovitz
Social media disclosure and ethics for
big brands
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 39
Chicago
5-3-2016

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
to the Average Reader
Obvious disclosure
Up front
Don’t lie to your mom

#spon = #bs
bit.ly/ad_12
"Native Ads"
Fake disclosure fails
fake.url/teenytinyinfo

Brands are 100% liable

Training and Education
The Biggest Risk
&
A Safe Place

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 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’.

If you have to ask,
the answer is no
It’s easier to be honest
Pass it on

MEM
BER MEETIN
G
39
SOC
IALMEDIA.
ORG
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 39
Chicago
5-3-2016
Learn more about past and
upcoming Member Meetings
socialmedia.org/meetings