BlogWell San Francisco Case Study: Yahoo!, presented by Robin Zucker
BlogWell Bay Area Social Media Ethics Briefing, presented by Andy Sernovitz
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Transcript of BlogWell Bay Area Social Media Ethics Briefing, presented by Andy Sernovitz
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
BlogWellBay Area
August 6, 2013socialmedia.org/blogwell
Social Media
Disclosure & Ethics
for Big Brands
The secret to success
in social media:
Trust
The difference between
honesty and sleazery:
Disclosure
THIS IS THE LAW
and it's not new
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
Brands are 100% liable
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
We have a chance to do something good
Save your brand
Save your reputation
Save your job
Brand Pride
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
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
BlogWellBay Area
August 6, 2013socialmedia.org/blogwell