blogwell chicago social media ethics briefing, presented by andy sernovitz
TRANSCRIPT
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SocialMedia.orgVideo Case Studies
Andy Sernovitz
Social Media Ethics Briefing:Staying Out of Trouble
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellChicago
June 19, 2013socialmedia.org/blogwell
![Page 2: BlogWell Chicago Social Media Ethics Briefing, presented by Andy Sernovitz](https://reader031.vdocument.in/reader031/viewer/2022032122/55d53a90bb61eb604e8b4570/html5/thumbnails/2.jpg)
Social Media
Disclosure & Ethics
for Big Brands
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The secret to success
in social media:
Trust
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The difference between
honesty and sleazery:
Disclosure
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THIS IS THE LAW
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and it's not new
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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
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10 Magic Words
I work for __________________, and this is my personal opinion.
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Who are you?
Were you paid?
Is it an honest opinion based on a real experience?
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Clear and Conspicuous
Obvious disclosure
Up front
Don’t lie to your mom
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2013 FTC Warning
Stop ignoring us
Stop faking it
If you can’t be honest, don’t do it
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Fake disclosure fails
#spon = #bs
bit.ly/huh
“Native Ads”
fake.url/teenytinyinfo
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Brands are 100% liable
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Training and Education
The Biggest Risk
&
A Safe Place
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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
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We have a chance to do something good
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Save your brand
Save your reputation
Save your job
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Brand Pride
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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
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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’.
“
”
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If you have to ask, the answer is no
It’s easier to be honest
Pass it on
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Learn more about past and upcoming BlogWells
socialmedia.org/blogwell
This video is from
BlogWellSan FranciscoJune 20, 2011
socialmedia.org/blogwell
SocialMedia.orgCase Studies
This presentation is from
BlogWellChicago
June 19, 2013socialmedia.org/blogwell