social media disclosure and ethics for big brands, presented by andy sernovitz

SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 32Chicago, 6-15-2014

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SocialMedia.org Andy SernovitzSocial media disclosure and ethics for big brands

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

SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 32Chicago, 6-15-2014

Learn more about Member Meetingssocialmedia.org/meetings

SOCIALMEDIA.ORG

ME

M

BER M EETIN

G 3

2

CHICAGO