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Social Media Disclosure & Ethics for Big Brands

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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.

Published in: Business, Technology

Social Media Disclosure & Ethics for Big Brands

  1. 1. Social Media Disclosure & Ethics for Big Brands
  2. 2. The secret to success in social media: Trust
  3. 3. The difference between honesty and sleazery: Disclosure
  4. 4. THIS IS THE LAW
  5. 5. and it's not new
  6. 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. 7. 10 Magic Words I work for __________________, and this is my personal opinion.
  8. 8. Who are you? Were you paid? Is it an honest opinion based on a real experience?
  9. 9. Clear and Conspicuous to the Average Reader Obvious disclosure Up front Don’t lie to your mom
  10. 10. 2013 FTC Warning Stop ignoring us Stop faking it If you can’t be honest, don’t do it
  11. 11. Fake disclosure fails #spon = #bs bit.ly/ad_12 "Native Ads" fake.url/teenytinyinfo
  12. 12. Brands are 100% liable
  13. 13. Training and Education The Biggest Risk & A Safe Place
  14. 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. 15. We have a chance to do something good
  16. 16. Save your brand Save your reputation Save your job
  17. 17. Brand Pride
  18. 18. 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
  19. 19. 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’.
  20. 20. If you have to ask, the answer is no It’s easier to be honest Pass it on

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