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Social Media Ethics
Joe Chernov/ @jchernov
i ps
f orRi sk
Mi t i gat i o
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,1 000 Question
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FTC on
Bl ogger s
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: /C No Consideration Not Endorsement
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: /FTC Impromptu Not Endorsement
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: /FTC Organized Program Endorsement
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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
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BrandBrand
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White
Black&
f
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oturfing
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Mostly Shades of Gray
D
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D i d
Y ou
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g n ?
nly oneevent
ew posts everal
disclosed here was a
sign
oAction pecial
gift
ystery prize or bloggers
( - )50 500
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A Social Media*Drama
:Act 1 Kim Kardashian joins
“ ”other it girls
’ .in racy Carl s Jrad
*In five
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: !Act 2 She Tweets(… ’ )but where s the disclosure?
d l E
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andal Ensues
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:Act 4 The Plot Twist(Apparently tweet was not , )an ad after all
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:Act 5 The Resolution
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( )Ad
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’ What s sufficient disclosure?
F
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… for clear guidance on proper substantiation
… for specific direction on disclosure language
… for instructions on disclosure placement
’
ont
Lookt o
F
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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
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nnection
C
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ew Copy
/l Gift
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/le Gift
C h
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Cash
l
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ployee
te Net ork
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te Network
ustom
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ustom
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Require disclosure Educate on how
Monitor for itspresence
Act on its absence
Maintain records
5Ti ps
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=Does Contest Consideration?
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What About When You’ Can t
Disclose?
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You must disclose client relationships
/A Note to Agencies Content Partners
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’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