The Big List Blog
Social Media Ethics Briefing: Staying Out of Trouble — Live from BlogWell
3:11 — Andy begins the presentation: Social Media Disclosure & Ethics for Big Brands
3:12 — Andy: There are a lot of rules to follow in order to keep your brand alive and healthy in social media.
3:15 — Andy: The secret to success in social media is TRUST. We depend on others to repeat brand messages for us.
3:17 — Andy says the difference between honesty and sleazery is DISCLOSURE. Marketing messages must be prefaced with disclosure to the brand audience. Disclosing that marketing is good.
3:18 — Andy: Advertisers cannot do things that are deceptive to the average consumer. This is not new; circa 1914.
3:19 — Andy: 3+1 Rules for Social Media Outreach. 1. Require disclosure and truthfulness in social. 2. Monitor the conversation and correct misstatements. 3. Create social media policies and training. +1. Don’t pay for it.
3:23 — Andy says social teams have a responsibility to explain and teach everyone in their organization the rules and regulations surrounding disclosure.
3:24 — Andy: 10 magic words: I work for X Company and this is my personal opinion. Create a habit of disclosure.
3:25 — Andy: What do you need to disclose? Who are you? Were you paid? Is it an honest opinion based on a real experience?
3:26 — Andy: Two things that are always illegal: 1. non-disclosure false advertising 2. non-disclosure even when the marketing message is true.
3:27 — Andy: Clear and Conspicuous to the Average Reader: There needs to be obvious disclosure, and it needs to be upfront and clearly visible to the audience.
3:29 — Andy says in 2013, the FTC issued a significant update. Stop ignoring us. Stop faking it. If you can’t be honest don’t do it.
3:30 — Andy: Fake disclosure fails: #spon = #bs. No obscure hashtags. No obscure URLs. Native Advertising is often problematic because you are essentially trying to turn ads into content or editorial.
3:33 — Andy: Marketers and Brands are 100% liable for any campaigns under their name.
3:34 — Andy says the biggest risk in the marketplace right now is that there is no education and training.
3:36 — Andy: If you have a social media policy in place and you have a training program that is operational, the FTC will not hold brands liable for rogue employees that engage in outbound communication that is off brand.
3:38 — Andy: Disclosure Best Practices Toolkit can be found here: http://www.socialmedia.org/disclosure
3:39 — Andy: Raise your standards. Anything that makes an ad look like a “not-ad” is wrong. If you have to disclose it, it’s probably not a good idea.
3:40 — The FTC says: “The need for a disclosure is really a warning sign.”
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