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H wBg rn s s S c l da
 o iBa d U e oi Me i
                a
Alna N v mb r 02 0
 t t | o e e 1 ,0 9
  a




            A d S ro i
             n y en vtz
            G se a
             aP d l
              S c l da ti bifi g
               oi me iehc r n :
                 a        s e
                Sa ig u o t u l
                 tyn o t fr be
                           o
              w wg se a. m/lg l
               w .ap d lo Bo Wel
                        c
Ethics
Best Practices
B tP     ti
IT’S ALL
ABOUT
TRUST
The difference b t
Th diff        between
 honesty and sleazery:
THIS IS THE
   LAW
Three Guides for Safe
    Social Media Outreach

1. Require disclosure and truthfulness in
   social media outreach.
2. Monitor the conversation and correct
   misstatements.
3. Create social media policies and
   training
   t i i programs.
Stay Safe
     Never pay
  Real disclosure
Don’t lie to your mom
10 Magic Words:
I work f ______,
     k for
  and thi i my
    d this is
personal opinion.
          opinion
Who are you?
             ?
 Were you paid?
      y   p
  Is it an honest
opinion based on a
 real experience?
Biggest Ri k
  Bi     t Risk:
Training Failure
Disclosure Best Practices Toolkit
Checklists      • Disclosure of Identity
for every       • Personal/Unofficial
situation         Blogging and Outreach
                • Blogger Relations
Customize
                • Compensation and
for your team     Incentives
                • Agency and Contractor
                  Disclosure
                • Creative Flexibility
Be careful
who you hire
We have a
chance to do
 something
   good
BlogWell Atlanta Social Media Case Study: Ethics, presented by Andy Sernovitz
Raise Your
Standards
Save your brand
     y
  Save your
  reputation
 Save your job
SAVE
SOCIAL
MEDIA
If you have to ask,
 f
 the
 th answer is no
             i
 It’s easier to be
       honest
    Pass it on
Lan r a o t po n
e r moe b u u cmig
  a d at lg l:
   n p sBo Wel s
  ht:g se a. m/lg l
   t / ap d lo Bo Wel
    p/       c
           or
     l e g se a. m
     i @ ap d lo
      v        c

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BlogWell Atlanta Social Media Case Study: Ethics, presented by Andy Sernovitz

  • 1. H wBg rn s s S c l da o iBa d U e oi Me i a Alna N v mb r 02 0 t t | o e e 1 ,0 9 a A d S ro i n y en vtz G se a aP d l S c l da ti bifi g oi me iehc r n : a s e Sa ig u o t u l tyn o t fr be o w wg se a. m/lg l w .ap d lo Bo Wel c
  • 4. The difference b t Th diff between honesty and sleazery:
  • 6. Three Guides for Safe Social Media Outreach 1. Require disclosure and truthfulness in social media outreach. 2. Monitor the conversation and correct misstatements. 3. Create social media policies and training t i i programs.
  • 7. Stay Safe Never pay Real disclosure Don’t lie to your mom
  • 8. 10 Magic Words: I work f ______, k for and thi i my d this is personal opinion. opinion
  • 9. Who are you? ? Were you paid? y p Is it an honest opinion based on a real experience?
  • 10. Biggest Ri k Bi t Risk: Training Failure
  • 11. Disclosure Best Practices Toolkit Checklists • Disclosure of Identity for every • Personal/Unofficial situation Blogging and Outreach • Blogger Relations Customize • Compensation and for your team Incentives • Agency and Contractor Disclosure • Creative Flexibility
  • 13. We have a chance to do something good
  • 16. Save your brand y Save your reputation Save your job
  • 18. If you have to ask, f the th answer is no i It’s easier to be honest Pass it on
  • 19. Lan r a o t po n e r moe b u u cmig a d at lg l: n p sBo Wel s ht:g se a. m/lg l t / ap d lo Bo Wel p/ c or l e g se a. m i @ ap d lo v c