BlogWell Atlanta Social Media Case Study: Ethics, presented by Andy Sernovitz

Social media ethics briefing:Staying out of trouble

GasPedalAndy Sernovitz

Atlanta | November 10, 2009

www.gaspedal.com/BlogWell

How Big Brands Use Social Media

EthicsEthics B t P tiBest Practices

IT’S ALL ABOUTABOUTTRUSTTRUST

Th diff b tThe difference between honesty and sleazery:honesty and sleazery:

THIS IS THETHIS IS THE LAWLAW

Three Guides for SafeThree Guides for Safe Social Media Outreach

1. Require disclosure and truthfulness in social media outreach.

2. Monitor the conversation and correct misstatements.misstatements.

3. Create social media policies and t i itraining programs.

Stay SafeStay SafeNNever pay

Real disclosureDon’t lie to your mom

10 Magic Words:10 Magic Words:I k fI work for ______,

d thi iand this is my personal opinionpersonal opinion.

?Who are you?Were you paid?y pIs it an honestIs it an honest

opinion based on aopinion based on a real experience?real experience?

Bi t Ri kBiggest Risk:Training FailureTraining Failure

Disclosure Best Practices Toolkit• Disclosure of IdentityChecklists • Personal/Unofficial

Blogging and Outreachfor every situation

• Blogger Relations• Compensation and

situationCustomize

Compensation and Incentives

• Agency and Contractor

for your team• Agency and Contractor

Disclosure• Creative Flexibility• Creative Flexibility

Be carefulBe careful who you hirewho you hire

We have aWe have a chance to dochance to do

somethingsomething good

Raise YourRaise Your StandardsStandards

Save your brandySave yourSave your reputationreputation

Save your job

SAVESAVESOCIALMEDIAMEDIA

fIf you have to ask, th ithe answer is noIt’s easier to be

honestPass it onPass it on

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