Social MediaDisclosure & 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 Conspicuousto 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 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’.

“

”

If you have to ask,the answer is no

It’s easier to be honest

Pass it on