1.
What is the biggest problem in social
media? (in 140 characters or less)
@carolfowler
@carolfowler
#SMWdisclose

2.
Social media is a symphony of special
interests with the veneer of journalism.
#SMWdisclose
@carolfowler
@carolfowler
#SMWdisclose

3.
My View of Reality
• Manage content strategy for Viewpoints.com
• Spent 12+ years as major market news director
• Worked in just about every role in broadcast news
and online
• Active user of social media
• ”No more tv viewers or newspaper
subscribers are being born.” – BuzzFeed
Pres. Jon Steinberg
@carolfowler
#SMWdisclose

4.
@carolfowler
#SMWdisclose

5.
Social media has given
everyone a platform.
So… Will the real
journalists stand up?
@carolfowler
#SMWdisclose

6.
What is Viewpoints.com?
--Social media platform since 2007, 1 million
visits/monthly
--Collect consumer reviews in 465 product categories –
from mattresses to insurance to baby strollers to
washing machines
--Mostly female, must register to leave review, free to
use
--Advertisers can’t kill reviews or
influence the order shown
--A moderator reads each review
--Reject about 1/5 of reviews submitted for plagiarism,
poor quality, sound fake

7.
Review sites under attack

8.
Our content strategy
--Editorial: Research articles to help
people know what to buy. 700+ articles in
past year
--Expert Reviews: We partner with
experts and bloggers to test manufacturer
samples and products we buy
--Custom Content: Advertisers pay us to c
@carolfowler
#SMWdisclose

9.
Editorial Content
Written for the audience and audience
only
+Rules of disclosure:
Author’s byline
Author’s bio
(Isn’t that simple?)
@carolfowler
#SMWdisclose

10.
New product reviews
Written for the audience and audience
only / Manufacturers provide product or
we buy ourselves
+Rules of disclosure:
Author’s byline
Author’s bio
Disclosure at end of review

11.
Sponsored Content
Written for our audience at direction of agency /
Brands provide expert advice, product info
Types:
• Emails
• Articles
• Social Media
+Rules of Disclosure
Treated like advertising

12.
Sponsored Content
Emails:
•“Sponsored Email:…” front of subject line
•“Sponsored by <brand>” in body of email
Articles:
•“Sponsored Content” at top of article
•“Brought to you by <brand>” in lead
•Disclosure as needed
•Use of ‘No follow’ links to block SEO benefit to
us or advertiser

13.
(examples of social media)

14.
Disclose That! Warning Signs
@carolfowler
#SMWdisclose
--Review is entirely positive – no 360° view
--No commenting / negative comments deleted
--The author is unknown and/or has no track record of
objectivity
--Product endorsements are all they do.

15.
Do I Need a Disclosure?
• Do you have a financial interest in what
you’re writing about?
• Is your writing subject to review by an
outside party?
• Are you getting free product?
• Was the topic your idea?
• If you were the reader, would you
appreciate knowing the backstory?
@carolfowler
#SMWdisclose

16.
When in doubt, tell your audience
Disclosure is seen as a weakness, an
admission, something to be embarrassed
about, apologetic for, an awkward fact
that makes writing less worthy.
REALITY: It makes your content stronger,
more credible, builds trust.
@carolfowler
#SMWdisclose

17.
Thank you!
@carolfowler
@carolfowler
#SMWdisclose