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Social media disclosure and ethics for big brands, presented by Andy Sernovitz

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In his 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.

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Social media disclosure and ethics for big brands, presented by Andy Sernovitz

  1. 1. MEM BER MEETIN G 39 SOC IALMEDIA. ORG SocialMedia.org Andy Sernovitz Social media disclosure and ethics for big brands Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 39 Chicago 5-3-2016
  2. 2. Social Media Disclosure & Ethics for Big Brands
  3. 3. The secret to success in social media: Trust
  4. 4. The difference between honesty and sleazery: Disclosure
  5. 5. THIS IS THE LAW
  6. 6. and it's not new
  7. 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. 8. 10 Magic Words I work for _________, and this is my personal opinion.
  9. 9. Who are you? Were you paid? Is it an honest opinion based on a real experience?
  10. 10. Clear and Conspicuous to the Average Reader Obvious disclosure Up front Don’t lie to your mom
  11. 11. #spon = #bs bit.ly/ad_12 "Native Ads" Fake disclosure fails fake.url/teenytinyinfo
  12. 12. Brands are 100% liable
  13. 13. Training and Education The Biggest Risk & A Safe Place
  14. 14. We have a chance to do something good
  15. 15. Save your brand Save your reputation Save your job
  16. 16. Brand Pride
  17. 17. 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
  18. 18. 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’.
  19. 19. If you have to ask, the answer is no It’s easier to be honest Pass it on
  20. 20. MEM BER MEETIN G 39 SOC IALMEDIA. ORG Learn more about Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 39 Chicago 5-3-2016 Learn more about past and upcoming Member Meetings socialmedia.org/meetings

In his 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.

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