social media ethics made easy

(c) Joseph Barnes, digital3000.net @joebarnes

http://www.businessexpertpress.com/books/social-media-ethics-made-easy-how-comply-ftc-guidelines

http://digital3000.net


Did You Know Every Business In the U.S. Is Required to Have a Social Media Policy and to Train Employees?



Why Is This FTC Rule Needed?



Social Media EthicsCommunication Can Happen FastYour Reputation Is At StakeBusiness Reputation Is At StakeSocial Media Can Blur Work/Home

Boundaries - What Is Acceptable



THE EVIDENCE



Monday Night Football:

Seahawks’ corner Richard Sherman trying to block a 53-yard field goal attempt from Buffalo’s Dan Carpenter, was offside and crashed into the kicker.

The kicker crumpled to the turf, Bills’ medical staff came onto the field, and a few seconds later Carpenter bounced up like nothing was wrong.

Carpenter’s wife tweeted suggesting castration for Sherman.

http://sports.yahoo.com/news/wife-of-bills-kicker-indicates-richard-sherman-should-be-castrated-in-ill-advised-tweet-184937466.html

http://sports.yahoo.com/news/wife-of-bills-kicker-indicates-richard-sherman-should-be-castrated-in-ill-advised-tweet-184937466.html

http://static1.businessinsider.com/image/521e1d2cecad04a641e86431-800-476/golf-channel-mlk-tweet.jpg

http://static1.businessinsider.com/image/521e1d2cecad04a641e86431-800-476/golf-channel-mlk-tweet.jpg

https://socialmediaweek.org/wp-content/blogs.dir/1/files/Screen-Shot-2015-12-25-at-12.27.52-PM-671x420.png

https://socialmediaweek.org/wp-content/blogs.dir/1/files/Screen-Shot-2015-12-25-at-12.27.52-PM-671x420.png

http://s3-us-west-2.amazonaws.com/lmooweb-media/images/151f72e0-6172-4a15-ae89-e7cdb8a22a09.jpg

http://s3-us-west-2.amazonaws.com/lmooweb-media/images/151f72e0-6172-4a15-ae89-e7cdb8a22a09.jpg

http://deathbysocialmedia.com/content/images/2015/04/nursefbpost1.jpg

http://deathbysocialmedia.com/content/images/2015/04/nursefbpost1.jpg

Justine Sacco was a PR specialist working for internet firm InterActive Corp.

http://www.lolwot.com/wp-content/uploads/2015/11/10-people-who-got-fired-for-social-media-posts-1.jpg

http://www.lolwot.com/wp-content/uploads/2015/11/10-people-who-got-fired-for-social-media-posts-1.jpg

Chrysler’s F-Bomb

https://www.linkdex.com/en-us/inked/biggest-twitter-brand-fails-ever/

Twitter account was managed by an agency that decided to can the person who sent it out. Beyond just a dirty mouth, Chrysler said the statement didn’t align with the company’s sentiment of Detroit.

Lesson learned: When big brands hire outside to manage social, ensure they’re well versed on all the company’s messaging and social media policies.

http://www.prweek.com/article/1264816/chrysler-axes-agency-following-tweet-mishap

http://www.businessinsider.com/epic-celebrity-twitter-fails-2015-1?op=1/#n-fact-a-similar-tweet-was-sent-a-few-years-back-making-light-of-the-2011-protests-in-cairo-egypt-6

Lesson learned: THINK FIRST, tweet later.


http://abcnews.go.com/Business/10-worst-company-tweets-twitter/story?id=23331543#2

Shame on SpaghettiO’s

Lesson learned: DON’T PIGGYBACK MARKETING ON TRAGEDY


Shame on The Home Depot

Lesson learned: THINK FIRST, tweet later.

The Atlanta Journal-Constitution tweeted in October: "$1M GA Lottery winner Willie Lynch can get 40 acres and a whole lotta mules." The message refers to a post-Civil War proposal to give freed slaves land previously held by whites.



Baked goods producer Entenmann's received flack for using a #notguilty hashtag on the day of the verdict for Casey Anthony's trial.

Shame on Entenmann’s

Shame on Kenneth Cole

http://www.buzzfeed.com/ryanhatesthis/kenneth-cole-decided-to-tweet-something-completely

http://www.buzzfeed.com/ryanhatesthis/kenneth-cole-decided-to-tweet-something-completely

Right After Aurora, CO Shootings

http://mashable.com/2012/07/20/nra-tweet/

http://mashable.com/2012/07/20/nra-tweet/

http://mashable.com/2012/10/05/stubhub-tweet/

http://mashable.com/2012/10/05/stubhub-tweet/

http://mashable.com/2012/10/31/gap-tweet-hurricane-sandy/

Shame on The GAP


http://www.businessinsider.com/twitter-fired-2011-5?op=1/#nt-tweet-bad-things-about-your-potential-employer-1

“Cisco Fatty”

http://www.businessinsider.com/twitter-fired-2011-5?op=1/#nt-tweet-bad-things-about-your-potential-employer-1

The Most EpicFail

(Please Forgive the F-Bombs)



Amy’s Baking Company Bakery Boutique & Bistro

https-//www.youtube.com/watch?v=MC8i0gt5m-Y

http://www.youtube.com/watch?v=MC8i0gt5m-Y

LESSON LEARNEDDon’t Pick a Fight on Social Media



https://www.youtube.com/watch?v=oZHu8YXUzx8

http://www.ag.ny.gov/press-release/ag-schneiderman-announces-agreement-19-companies-stop-writing-fake-online-reviews-and



http://money.cnn.com/2014/10/30/technology/fake-dating-profiles/index.html?hpt=hp_t2

http://money.cnn.com/2014/10/30/technology/fake-dating-profiles/index.html?hpt=hp_t2

http://kitchenette.jezebel.com/oh-look-a-company-is-paying-people-to-post-fake-yelp-r-1641909713

ILLEGAL

http://kitchenette.jezebel.com/oh-look-a-company-is-paying-people-to-post-fake-yelp-r-1641909713

The FTC Rules



FTC Requires Businesses to:

1.Create a Social Media Policy2.Train All Stakeholders in the Business



How to Create a Policy?

SocialMedia.org Disclosure Toolkit

http://socialmedia.org/disclosure/


http://SocialMedia.org


Require disclosure in social media posts. As simple as:

“I work for __________, and this is my personal opinion.” (c) Andy Sernovitz



Product/Service Reviews MUST Be Based on Real Experiences.



You Cannot:

•Ask for a fake review.•Write a fake review.•Ask friends, co-workers to up your YouTube views.



You Must:

Monitor the online conversations and correct misstatements.

You are responsible for your evangelists.



Can You Give/Loan People Free Goods & Services?

YES, but they must disclose that in their post.

“I was given a free Sony laptop to try for 6 months, and here is my review.”



EmployeeRights



NLRB has ruled some social media policies unlawful when they interfered with the rights of employees to discuss wages and working conditions with co-workers online.


Employee Rights

https://www.nlrb.gov/news-outreach/fact-sheets/nlrb-and-social-media


https://www.nlrb.gov/news-outreach/fact-sheets/nlrb-and-social-media

Administrative Law Judge ruled Chipotle’s policies prohibiting employees from posting “incomplete, confidential, or inaccurate information” and preventing employees from making “disparaging, false, [or] misleading” statements were unlawful, and the NLRB Board affirmed that ruling.

The term “confidential” was not defined


Employee Rights

https://www.littler.com/publication-press/publication/nlrb-ruling-social-media-case-provides-useful-guidance-employers


The ALJ determined the prohibition on “false” statements was too broad because false statements are protected unless they are maliciously false, i.e., knowing or recklessly false.

The ALJ equated “disparaging” statements with those that are derogatory and ruled that employees have a protected right to make derogatory statements about the terms and conditions of employment.


Employee Rights

https://www.littler.com/publication-press/publication/nlrb-ruling-social-media-case-provides-useful-guidance-employers


Where Can I Get Information?

https://www.ftc.gov/sites/default/files/attachments/press-releases/ftc-staff-revises-online-advertising-disclosure-guidelines/130312dotcomdisclosures.pdf

https://www.ftc.gov/tips-advice/business-center/guidance/ftcs-endorsement-guides-what-people-are-asking













social media ethics made easy

Marketing