BlogWell New York Social Media Ethics Briefing, presented by Andy Sernovitz
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The document discusses guidelines for ethical social media practices and disclosure. It provides 3+1 rules: 1) require disclosure and truthfulness, 2) monitor conversations and correct misstatements, 3) create social media policies and training, plus don't pay for endorsements. The presentation emphasizes the importance of transparency and advises that if a disclosure is needed, the social media activity is probably deceptive and should be avoided. Brands are fully liable for any misleading or non-disclosed social media posts.
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BlogWell New York Social Media Ethics Briefing, presented by Andy Sernovitz
- 1. SocialMedia.org Video Case Studies Andy Sernovitz Social Media Ethics Briefing: Staying Out of Trouble This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell New York April 17, 2013 socialmedia.org/blogwell
- 2. Social Media Disclosure & Ethics for Big Brands
- 3. The secret to success in social media: Trust
- 4. The difference between honesty and sleazery: Disclosure
- 6. and it's not new
- 7. 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
- 8. 10 Magic Words I work for __________________, and this is my personal opinion.
- 9. Who are you? Were you paid? Is it an honest opinion based on a real experience?
- 10. Clear and Conspicuous Obvious disclosure Up front Don’t lie to your mom
- 11. 2013 FTC Warning Stop ignoring us Stop faking it If you can’t be honest, don’t do it
- 12. Fake disclosure fails #spon = #bs bit.ly/huh “Native Ads” fake.url/teenytinyinfo
- 13. Brands are 100% liable
- 14. Training and Education The Biggest Risk & A Safe Place
- 15. Disclosure Best Practices Toolkit socialmedia.org/disclosure • Checklists for every situation • Customize for your team • Disclosureof Identity • Personaland Unofficial Participation • Truthfulness • AdvocacyCampaigns • Agency/ContractorDisclosure • VendorQuestionnaire • Policies andTraining
- 16. We have a chance to do something good
- 18. Save your brand Save your reputation Save your job
- 19. Brand Pride
- 20. 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
- 21. FTC says: The need for a disclosure is really a warning sign that [it] may contain some element of deception. Rather than focusing on ... 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’. “ ”
- 22. If you have to ask, the answer is no It’s easier to be honest Pass it on
- 23. Learn more about past and upcoming BlogWells socialmedia.org/blogwell This video is from BlogWell San Francisco June 20, 2011 socialmedia.org/blogwell SocialMedia.org Case Studies This presentation is from BlogWell New York April 17, 2013 socialmedia.org/blogwell