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Social Media Ethics

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Joe Chernov/@jchernov
11,000 Question
FT
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TC: No Consideration/Not Endorsement
FTC: Impromptu/Not Endorsement
FTC: Organized Program/Endorsement
 Fo
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No difference between $ and samples

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Newsfeed, lifestream, blog, Twitter are all the same

Relationship with marketer/brand must be disclosed

All performance claims must be substantiated

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Black
&
White
roturfing
Mostly Shades of Gray
 Did You See That Sign?
No
Action Special
Only one
event gift
Few posts Mystery prize
Several for bloggers
disclosed ( $50 - 500 )
There was a
sign
A Social Media
Drama*
Act 1: Kim
Kardashian joins
other “it” girls
in racy Carl’s Jr.
ad

*In five
Act 2: She Tweets!
(… but where’s the disclosure?)
candal Ensues
 Act 4: The Plot Twist
(Apparently tweet was not an ad, after all)
Act 5: The Resolution
(Ad)
What’s sufficient disclosure?
 FT
to
ok
Lo
t
n’
Do

… for specific direction on disclosure language

… for instructions on disclosure placement

… for clear guidance on proper substantiation

 de
Honesty of identity
Co
A
Disclosure of consideration
MM
WO

Disclosure of relationship

Honesty of opinion

Respect for venue

Compliance w/FTC & COPPA

Recommends #PAID or #SPON

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Require disclosure
5

Educate on how

Monitor for its

presence

Act on its absence

Maintain records
Does Contest = Consideration?
What About When You Can’t Disclose?
A Note to Agencies / Content Partners

You must disclose client relationships

 A Few More Ethical Best Practices

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 = material

relationship