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LOGO
SocialMedia.org Andy SernovitzSocial media disclosure and ethics for big brandsLearn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 35New York5-20-2015
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
2013 FTC Warning
Stop ignoring us Stop faking it
If you can’t be honest, don’t do it
#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
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
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
Learn more about past and upcoming Member Meetingssocialmedia.org/meetings
Learn more about Member Meetingssocialmedia.org/meetings
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 35New York5-20-2015