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