eloqua social media ethics syracuse
TRANSCRIPT
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Social Media Ethics
Joe Chernov/@jchernovDirector of Content, Eloqua
Co-chair WOMMA Member Ethics Advisory Panel
Syracu
se U
niversi
ty
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The
$11,
000
Que
stion
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FTC on Blogg
ers
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FTC: No Consideration/Not Endorsement
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FTC: Impromptu/Not Endorsement
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FTC: Organized Program/Endorsement
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All performance claims must be substantiated
Relationship with marketer/brand must be disclosed
Four Key Issues
No difference between $ and samples
Newsfeed, lifestream, blog, Twitter are all the same
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Agency
“Networked” Blogger
Independent Blogger
BrandRi
sk
$/Consideration
Risk Pyra
mid
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White
Black
&
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Astr
otur
fing
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Astr
otur
fing
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Astr
otur
fing
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Astr
otur
fing
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Mostly Shades of Gray
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Did You See That Sign?
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Did You See That Sign?
Special gift
Mystery prize for bloggers ($50-500)
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Did You See That Sign?
Only one event
Few posts
Several disclosed
There was a sign
No Action
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A Social Media Drama*
Act 1: Kim Kardashian joins other “it” girls in racy Carl’s Jr. ad
*In five acts
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Act 2: She Tweets! (… but where’s the disclosure?)
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Act 3
: Sca
ndal
Ens
ues
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Act 4: The Plot Twist(Apparently tweet was not an ad, after all)
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Act 5: The Resolution
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(Ad)
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What’s sufficient disclosure?
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… for clear guidance on proper substantiation
… for specific direction on disclosure language
… for instructions on disclosure placement
Don’t Look t
o FTC
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Honesty of identity
Disclosure of consideration
Disclosure of relationship
Honesty of opinion
Respect for venue
Compliance w/FTC & COPPA
Recommends #PAID or #SPON
WOM
MA Code
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Anot
her M
odel
: CM
P.ly
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Require disclosure
Educate on how
Monitor for its presence
Act on its absence
Maintain records
5 Tips
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Does Contest = Consideration?
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What About When You Can’t Disclose?
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Tracking: Where Are Boundaries?
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Scraping: What about Private Data?
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Scraping: What about Private Data?
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Scraping: What about Private Data?
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Stay In Touch
Joe Chernov@jchernov
about.me/jchernovslideshare.net/eloqua
blog.eloqua.comwww.jchernov.com