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Social Media Ethics Made Easy

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Social Media Ethics Made Easy: How to Comply with FTC Disclosure Requirements. (c) Joseph Barnes
Book available at: http://bit.ly/2dfeQQa

Veröffentlicht in: Marketing
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Social Media Ethics Made Easy

  1. 1. (c) Joseph Barnes, digital3000.net @joebarnes http://www.businessexpertpress.com/books/social-media-ethics-made-easy-how-comply-ftc-guidelines
  2. 2. Did You Know Every Business In the U.S. Is Required to Have a Social Media Policy and to Train Employees? (c) Joseph Barnes, digital3000.net @joebarnes
  3. 3. Why Is This FTC Rule Needed? (c) Joseph Barnes, digital3000.net @joebarnes
  4. 4. Social Media Ethics Communication Can Happen Fast Your Reputation Is At Stake Business Reputation Is At Stake Social Media Can Blur Work/Home Boundaries - What Is Acceptable (c) Joseph Barnes, digital3000.net @joebarnes
  5. 5. THE EVIDENCE (c) Joseph Barnes, digital3000.net @joebarnes
  6. 6. Monday Night Football: Seahawks’ corner Richard Sherman trying to block a 53-yard field goal attempt from Buffalo’s Dan Carpenter, was offside and crashed into the kicker. The kicker crumpled to the turf, Bills’ medical staff came onto the field, and a few seconds later Carpenter bounced up like nothing was wrong. Carpenter’s wife tweeted suggesting castration for Sherman. http://sports.yahoo.com/news/wife-of-bills-kicker-indicates-richard-sherman-should-be-castrated-in-ill-advised-tweet-184937466.html
  7. 7. http://static1.businessinsider.com/image/521e1d2cecad04a641e86431-800-476/golf-channel-mlk-tweet.jpg
  8. 8. https://socialmediaweek.org/wp-content/blogs.dir/1/files/Screen-Shot-2015-12-25-at-12.27.52-PM-671x420.png
  9. 9. http://s3-us-west-2.amazonaws.com/lmooweb-media/images/151f72e0-6172-4a15-ae89-e7cdb8a22a09.jpg
  10. 10. http://deathbysocialmedia.com/content/images/2015/04/nursefbpost1.jpg
  11. 11. Justine Sacco was a PR specialist working for internet firm InterActive Corp. http://www.lolwot.com/wp-content/uploads/2015/11/10-people-who-got-fired-for-social-media-posts-1.jpg
  12. 12. Chrysler’s F-Bomb https://www.linkdex.com/en-us/inked/biggest-twitter-brand-fails-ever/ Twitter account was managed by an agency that decided to can the person who sent it out. Beyond just a dirty mouth, Chrysler said the statement didn’t align with the company’s sentiment of Detroit. Lesson learned: When big brands hire outside to manage social, ensure they’re well versed on all the company’s messaging and social media policies.
  13. 13. http://www.businessinsider.com/epic-celebrity-twitter-fails-2015-1?op=1/#n-fact-a-similar-tweet-was-sent-a-few-years-back-making-light-of-the-2011-protests-in-cairo-egypt-6 Lesson learned: THINK FIRST, tweet later.
  14. 14. http://www.businessinsider.com/epic-celebrity-twitter-fails-2015-1?op=1/#n-fact-a-similar-tweet-was-sent-a-few-years-back-making-light-of-the-2011-protests-in-cairo-egypt-6
  15. 15. http://abcnews.go.com/Business/10-worst-company-tweets-twitter/story?id=23331543#2 Shame on SpaghettiO’s Lesson learned: DON’T PIGGYBACK MARKETING ON TRAGEDY
  16. 16. http://abcnews.go.com/Business/10-worst-company-tweets-twitter/story?id=23331543#3 Shame on The Home Depot Lesson learned: THINK FIRST, tweet later.
  17. 17. The Atlanta Journal-Constitution tweeted in October: "$1M GA Lottery winner Willie Lynch can get 40 acres and a whole lotta mules." The message refers to a post-Civil War proposal to give freed slaves land previously held by whites. http://abcnews.go.com/Business/10-worst-company-tweets-twitter/story?id=23331543#6
  18. 18. http://abcnews.go.com/Business/10-worst-company-tweets-twitter/story?id=23331543#9 Baked goods producer Entenmann's received flack for using a #notguilty hashtag on the day of the verdict for Casey Anthony's trial. Shame on Entenmann’s
  19. 19. Shame on Kenneth Cole
  20. 20. http://www.buzzfeed.com/ryanhatesthis/kenneth-cole-decided-to-tweet-something-completely
  21. 21. Right After Aurora, CO Shootings http://mashable.com/2012/07/20/nra-tweet/
  22. 22. Right After Aurora, CO Shootings http://mashable.com/2012/07/20/nra-tweet/
  23. 23. http://mashable.com/2012/10/05/stubhub-tweet/
  24. 24. http://mashable.com/2012/10/31/gap-tweet-hurricane-sandy/ Shame on The GAP
  25. 25. http://mashable.com/2012/10/31/gap-tweet-hurricane-sandy/
  26. 26. http://www.businessinsider.com/twitter-fired-2011-5?op=1/#nt-tweet-bad-things-about-your-potential-employer-1 “Cisco Fatty”
  27. 27. The Most Epic Fail (Please Forgive the F-Bombs) (c) Joseph Barnes, digital3000.net @joebarnes
  28. 28. Amy’s Baking Company Bakery Boutique & Bistro https-//www.youtube.com/watch?v=MC8i0gt5m-Y
  29. 29. Amy’s Baking Company Bakery Boutique & Bistro https-//www.youtube.com/watch?v=MC8i0gt5m-Y
  30. 30. Amy’s Baking Company Bakery Boutique & Bistro https-//www.youtube.com/watch?v=MC8i0gt5m-Y
  31. 31. Amy’s Baking Company Bakery Boutique & Bistro https-//www.youtube.com/watch?v=MC8i0gt5m-Y
  32. 32. Amy’s Baking Company Bakery Boutique & Bistro https-//www.youtube.com/watch?v=MC8i0gt5m-Y
  33. 33. Amy’s Baking Company Bakery Boutique & Bistro https-//www.youtube.com/watch?v=MC8i0gt5m-Y
  34. 34. Amy’s Baking Company Bakery Boutique & Bistro https-//www.youtube.com/watch?v=MC8i0gt5m-Y
  35. 35. LESSON LEARNED Don’t Pick a Fight on Social Media (c) Joseph Barnes, digital3000.net @joebarnes
  36. 36. (c) Joseph Barnes, digital3000.net @joebarnes
  37. 37. https://www.youtube.com/watch?v=oZHu8YXUzx8
  38. 38. http://www.ag.ny.gov/press-release/ag-schneiderman-announces-agreement-19-companies-stop-writing-fake-online-reviews- and
  39. 39. http://money.cnn.com/2014/10/30/technology/fake-dating-profiles/index.html?hpt=hp_t2
  40. 40. http://kitchenette.jezebel.com/oh-look-a-company-is-paying-people-to-post-fake-yelp-r-1641909713 ILLEGAL
  41. 41. The FTC Rules (c) Joseph Barnes, digital3000.net @joebarnes
  42. 42. FTC Requires Businesses to: 1.Create a Social Media Policy 2.Train All Stakeholders in the Business (c) Joseph Barnes, digital3000.net @joebarnes
  43. 43. How to Create a Policy? SocialMedia.org Disclosure Toolkit http://socialmedia.org/disclosure/ (c) Joseph Barnes, digital3000.net @joebarnes
  44. 44. Require disclosure in social media posts. As simple as: “I work for __________, and this is my personal opinion.” (c) Andy Sernovitz (c) Joseph Barnes, digital3000.net @joebarnes
  45. 45. Product/Service Reviews MUST Be Based on Real Experiences. (c) Joseph Barnes, digital3000.net @joebarnes
  46. 46. You Cannot: •Ask for a fake review. •Write a fake review. •Ask friends, co- workers to up your YouTube views. (c) Joseph Barnes, digital3000.net @joebarnes
  47. 47. You Must: Monitor the online conversations and correct misstatements. You are responsible for your evangelists. (c) Joseph Barnes, digital3000.net @joebarnes
  48. 48. Can You Give/Loan People Free Goods & Services? YES, but they must disclose that in their post. “I was given a free Sony laptop to try for 6 months, and here is my review.” (c) Joseph Barnes, digital3000.net @joebarnes
  49. 49. Employee Rights (c) Joseph Barnes, digital3000.net @joebarnes
  50. 50. NLRB has ruled some social media policies unlawful when they interfered with the rights of employees to discuss wages and working conditions with co- workers online. (c) Joseph Barnes, digital3000.net @joebarnes Employee Rights https://www.nlrb.gov/news-outreach/fact-sheets/nlrb-and-social-media
  51. 51. Administrative Law Judge ruled Chipotle’s policies prohibiting employees from posting “incomplete, confidential, or inaccurate information” and preventing employees from making “disparaging, false, [or] misleading” statements were unlawful, and the NLRB Board affirmed that ruling.  The term “confidential” was not defined (c) Joseph Barnes, digital3000.net @joebarnes Employee Rights https://www.littler.com/publication-press/publication/nlrb-ruling-social-media-case-provides-useful-guidance-employers
  52. 52. The ALJ determined the prohibition on “false” statements was too broad because false statements are protected unless they are maliciously false, i.e., knowing or recklessly false.  The ALJ equated “disparaging” statements with those that are derogatory and ruled that employees have a protected right to make derogatory statements about the terms and conditions of employment. (c) Joseph Barnes, digital3000.net @joebarnes Employee Rights https://www.littler.com/publication-press/publication/nlrb-ruling-social-media-case-provides-useful-guidance-employers
  53. 53. Where Can I Get Information? https://www.ftc.gov/sites/default/files/attachments/press-releases/ftc-staff-revises- online-advertising-disclosure-guidelines/130312dotcomdisclosures.pdf https://www.ftc.gov/tips-advice/business-center/guidance/ftcs-endorsement- guides-what-people-are-asking http://www.businessexpertpress.com/books/social-media-ethics-made-easy-how- comply-ftc-guidelines http://www.businessexpertpress.com/books/social-media-ethics-made-easy-how- comply-ftc-guidelines (c) Joseph Barnes, digital3000.net @joebarnes