blogwell atlanta social media case study: ethics, presented by andy sernovitz
TRANSCRIPT
Social media ethics briefing:Staying out of trouble
GasPedalAndy Sernovitz
Atlanta | November 10, 2009
www.gaspedal.com/BlogWell
How Big Brands Use Social Media
EthicsEthics B t P tiBest Practices
IT’S ALL ABOUTABOUTTRUSTTRUST
Th diff b tThe difference between honesty and sleazery:honesty and sleazery:
THIS IS THETHIS IS THE LAWLAW
Three Guides for SafeThree Guides for Safe Social Media Outreach
1. Require disclosure and truthfulness in social media outreach.
2. Monitor the conversation and correct misstatements.misstatements.
3. Create social media policies and t i itraining programs.
Stay SafeStay SafeNNever pay
Real disclosureDon’t lie to your mom
10 Magic Words:10 Magic Words:I k fI work for ______,
d thi iand this is my personal opinionpersonal opinion.
?Who are you?Were you paid?y pIs it an honestIs it an honest
opinion based on aopinion based on a real experience?real experience?
Bi t Ri kBiggest Risk:Training FailureTraining Failure
Disclosure Best Practices Toolkit• Disclosure of IdentityChecklists • Personal/Unofficial
Blogging and Outreachfor every situation
• Blogger Relations• Compensation and
situationCustomize
Compensation and Incentives
• Agency and Contractor
for your team• Agency and Contractor
Disclosure• Creative Flexibility• Creative Flexibility
Be carefulBe careful who you hirewho you hire
We have aWe have a chance to dochance to do
somethingsomething good
Raise YourRaise Your StandardsStandards
Save your brandySave yourSave your reputationreputation
Save your job
SAVESAVESOCIALMEDIAMEDIA
fIf you have to ask, th ithe answer is noIt’s easier to be
honestPass it onPass it on
