eloqua social media ethics syracuse
Post on 20-Aug-2015
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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
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