Social Media Ethics

Joe Chernov/@jchernovDirector of Content, Eloqua

Co-chair WOMMA Member Ethics Advisory Panel

Syracu

se U

niversi

ty

The

$11,

000

Que

stion

FTC on Blogg

ers

FTC: No Consideration/Not Endorsement

FTC: Impromptu/Not Endorsement

FTC: Organized Program/Endorsement

All performance claims must be substantiated

Relationship with marketer/brand must be disclosed

Four Key Issues

No difference between $ and samples

Newsfeed, lifestream, blog, Twitter are all the same

Agency

“Networked” Blogger

Independent Blogger

BrandRi

sk

$/Consideration

Risk Pyra

mid

White

Black

&

Astr

otur

fing

Astr

otur

fing

Astr

otur

fing

Astr

otur

fing

Mostly Shades of Gray

Did You See That Sign?

Did You See That Sign?

Special gift

Mystery prize for bloggers ($50-500)

Did You See That Sign?

Only one event

Few posts

Several disclosed

There was a sign

No Action

A Social Media Drama*

Act 1: Kim Kardashian joins other “it” girls in racy Carl’s Jr. ad

*In five acts

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

Act 3

: Sca

ndal

Ens

ues

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

Act 5: The Resolution

(Ad)

What’s sufficient disclosure?

… for clear guidance on proper substantiation

… for specific direction on disclosure language

… for instructions on disclosure placement

Don’t Look t

o FTC

Honesty of identity

Disclosure of consideration

Disclosure of relationship

Honesty of opinion

Respect for venue

Compliance w/FTC & COPPA

Recommends #PAID or #SPON

WOM

MA Code

Anot

her M

odel

: CM

P.ly

Require disclosure

Educate on how

Monitor for its presence

Act on its absence

Maintain records

5 Tips

Does Contest = Consideration?

What About When You Can’t Disclose?

Tracking: Where Are Boundaries?

Scraping: What about Private Data?

Scraping: What about Private Data?

Scraping: What about Private Data?

Stay In Touch

Joe Chernov@jchernov

about.me/jchernovslideshare.net/eloqua

blog.eloqua.comwww.jchernov.com