BlogWell Dallas Social Media Ethics Briefing, presented by Andy Sernovitz

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In his BlogWell Dallas presentation, SocialMedia.org CEO Andy Sernovitz shares his recommendations on how to stay safe and ethical in social media. Andy covers the latest FTC updates, the fundamentals of proper disclosure, and how to make sure your agencies and vendors comply with your standards.

Marketing

SocialMedia.org
Video Case Studies

SocialMedia.org
This video is from
Case Studies

BlogWell
San Francisco

This presentation2011
June 20, is from

BlogWell

Andy Sernovitz

socialmedia.org/blogwell

Social media disclosure and ethics
for big brands

socialmedia.org/blogwell

Dallas
February 19, 2014

Social Media
Disclosure & Ethics
for Big Brands

The secret to success
in social media:

Trust

The difference between
honesty and sleazery:

Disclosure

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

10 Magic Words
I work for __________________,
and this is my personal opinion.

Who are you?
Were you paid?
Is it an honest opinion based
on a real experience?

Clear and Conspicuous
to the Average Reader
Obvious disclosure
Up front
Don’t lie to your mom

2013 FTC Warning
Stop ignoring us
Stop faking it

If you can’t be honest, don’t do it

Fake disclosure fails
#spon = #bs
bit.ly/ad_12

“Native Ads”
fake.url/teenytinyinfo

Training and Education
The Biggest Risk
&
A Safe Place

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

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

“

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’.

”

If you have to ask,
the answer is no
It’s easier to be honest
Pass it on

SocialMedia.org
This video is from
Case Studies

BlogWell

Learn more about past and
upcoming BlogWells

San Francisco
This presentation is from
June 20, 2011

BlogWell
socialmedia.org/blogwell

Dallas
February 19, 2014
socialmedia.org/blogwell

socialmedia.org/blogwell

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