Eloqua Social Media Ethics

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 1/42

Social Media Ethics

Joe Chernov/ @jchernov

i ps

f orRi sk

Mi t i gat i o

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 2/42

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 3/42

,1 000 Question

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 4/42

FTC on

Bl ogger s

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 5/42

: /C No Consideration Not Endorsement

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 6/42

: /FTC Impromptu Not Endorsement

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 7/42

: /FTC Organized Program Endorsement

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 8/42

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 9/42

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 10/42

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 11/42

All performance claims must be substantiated

/Relationship with marketer brand must be disclose

Four

Key

I s s ues No difference between $ and samples

, , ,Newsfeed lifestream blog Twitter are all the sam

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 12/42

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 13/42

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 14/42

BrandBrand

Ri

s

k

/$

Co

nsi

de

ra

ti

on

Ri sk

Pyr ami d

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 15/42

White

Black&

f

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 16/42

oturfing

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 17/42

Mostly Shades of Gray

D

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 18/42

D i d

Y ou

S eeT h a

t S i

g n ?

nly oneevent

ew posts everal

disclosed here was a

sign

oAction pecial

gift

ystery prize or bloggers

( - )50 500

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 19/42

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 20/42

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 21/42

A Social Media*Drama

:Act 1 Kim Kardashian joins

“ ”other it girls

’ .in racy Carl s Jrad

*In five

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 22/42

: !Act 2 She Tweets(… ’ )but where s the disclosure?

d l E

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 23/42

andal Ensues

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 24/42

:Act 4 The Plot Twist(Apparently tweet was not , )an ad after all

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 25/42

:Act 5 The Resolution

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 26/42

( )Ad

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 27/42

’ What s sufficient disclosure?

F

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 28/42

… for clear guidance on proper substantiation

… for specific direction on disclosure language

… for instructions on disclosure placement

’

ont

Lookt o

F

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 29/42

Honesty of identity

Disclosure of consideration

Disclosure of relationship

Honesty of opinion

Respect for venue

/ &Compliance w FTC COPPA

# #Recommends PAID or SPON

WOMMA

Code

ti

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 30/42

nnection

C

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 31/42

ew Copy

/l Gift

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 32/42

/le Gift

C h

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 33/42

Cash

l

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 34/42

ployee

te Net ork

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 35/42

te Network

ustom

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 36/42

ustom

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 37/42

Require disclosure Educate on how

Monitor for itspresence

Act on its absence

Maintain records

5Ti ps

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 38/42

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 39/42

=Does Contest Consideration?

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 40/42

What About When You’ Can t

Disclose?

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 41/42

You must disclose client relationships

/A Note to Agencies Content Partners

8/8/2019 Eloqua Social Media Ethics

http://slidepdf.com/reader/full/eloqua-social-media-ethics 42/42

’Don t request a positive review

’Don t demand the removal of negative review

’Don t “ ”favorite negative tweets about competitor

’Don t “ ”vulture for leads on Twitter

’Don t / =forget that clients employers materialrelationship

A Few More Ethical Best Practices