1. SOC IALMEDIA. ORG MEM B ER MEETIN G 31 NYC SOCIALMEDIA.ORG CASE STUDIES Member Meeting 31 New York, 4-2-2014 Learn more about Member Meetings socialmedia.org/meetings SocialMedia.org Andy Sernovitz Social media disclosure and ethics for big brands

2. Social Media Disclosure & Ethics for Big Brands 3. The secret to success in social media: Trust 4. The difference between honesty and sleazery: Disclosure 5. THIS IS THE LAW 6. and it's not new 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. 10 Magic Words I work for _________, and this is my personal opinion. 9. Who are you? Were you paid? Is it an honest opinion based on a real experience? 10. Clear and Conspicuous to the Average Reader Obvious disclosure Up front Dont lie to your mom 11. 2013 FTC Warning Stop ignoring us Stop faking it If you cant be honest, dont do it 12. #spon = #bs bit.ly/ad_12 "Native Ads" Fake disclosure fails fake.url/teenytinyinfo 13. Brands are 100% liable 14. Training and Education The Biggest Risk & A Safe Place 15. 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 16. We have a chance to do something good 17. Save your brand Save your reputation Save your job 18. Brand Pride 19. 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 20. 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? Were not sayin. Were just sayin. 21. If you have to ask, the answer is no Its easier to be honest Pass it on 22. Learn more about past and upcoming Member Meetings socialmedia.org/meetings SOCIALMEDIA.ORG CASE STUDIES Member Meeting 31 New York, 4-2-2014 Learn more about Member Meetings socialmedia.org/meetings SOC IALMEDIA. ORG MEM B ER MEETIN G 31 NYC