The document summarizes a presentation about social media disclosure and ethics for big brands. It discusses the importance of trust and honesty in social media outreach. The key points are: 1. Companies should require disclosure and truthfulness in social media, monitor conversations to correct misstatements, and create social media policies and training. 2. Brands should disclose their identity and whether an opinion expressed is a personal view or paid endorsement. 3. The FTC warns companies to avoid deceptive practices in social media and focus on honest disclosure over "disclosures rigmarole."

1. SocialMedia.org
Andy Sernovitz
Social media disclosure and ethics for
big brandsLearn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 35
New York
5-20-2015

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

5. THIS IS
THE LAW

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
to the Average Reader
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. #spon = #bs
bit.ly/ad_12
"Native Ads"
Fake disclosure fails
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
• Disclosure of Identity
• Personal and Unofficial
Participation
• Truthfulness
• Advocacy Campaigns
• Agency/Contractor
Disclosure
• Vendor Questionnaire
• Policies and Training

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 fonts,
hyperlinks, proximity, platforms, and 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 Member Meetings
socialmedia.org/meetings
Learn more about Member Meetings
socialmedia.org/meetings
SOCIALMEDIA.ORG
CASE STUDIES
Member Meeting 35
New York
5-20-2015