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SocialMedia.org Andy SernovitzSocial media disclosure and ethics for big brandsLearn more about Member Meetings

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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