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MEM
BER MEETIN
G
39
SOC
IALMEDIA.
ORG
SocialMedia.org
Andy Sernovitz
Social media disclosure and ethics for
big brands
Lea...
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 conversat...
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 decep...
FTC says:
The need for a disclosure is really a warning sign
that [it] may contain some element of
deception. Rather than ...
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 STUDI...
Social media disclosure and ethics for big brands, presented by Andy Sernovitz
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Social media disclosure and ethics for big brands, presented by Andy Sernovitz

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In his presentation, SocialMedia.org CEO Andy Sernovitz shares his recommendations on how to stay safe and ethical in social media.

Andy covers the latest FTC updates, the fundamentals of proper disclosure, and how to make sure your agencies and vendors comply with your standards.

Published in: Social Media
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Social media disclosure and ethics for big brands, presented by Andy Sernovitz

  1. 1. 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
  2. 2. Social Media Disclosure & Ethics for Big Brands
  3. 3. The secret to success in social media: Trust
  4. 4. The difference between honesty and sleazery: Disclosure
  5. 5. THIS IS THE LAW
  6. 6. and it's not new
  7. 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. 8. 10 Magic Words I work for _________, and this is my personal opinion.
  9. 9. Who are you? Were you paid? Is it an honest opinion based on a real experience?
  10. 10. Clear and Conspicuous to the Average Reader Obvious disclosure Up front Don’t lie to your mom
  11. 11. #spon = #bs bit.ly/ad_12 "Native Ads" Fake disclosure fails fake.url/teenytinyinfo
  12. 12. Brands are 100% liable
  13. 13. Training and Education The Biggest Risk & A Safe Place
  14. 14. We have a chance to do something good
  15. 15. Save your brand Save your reputation Save your job
  16. 16. Brand Pride
  17. 17. 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
  18. 18. 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’.
  19. 19. If you have to ask, the answer is no It’s easier to be honest Pass it on
  20. 20. 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

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