Continuing with our previews for BlogWell in San Diego on February 16 — featuring social media case studies from Starbucks, Clorox, USAA, Intuit, Avery Dennison, Community Medical Centers, State Farm Insurance, and the U.S. Navy — here’s a few more big ideas from our last BlogWell, hosted in Atlanta.
This is my presentation from BlogWell, “Social Media Ethics Briefing: Staying Out of Trouble,” in which I go over the fundamentals of keeping your brand safe as well as the latest guidelines and regulations from the FTC. My big ideas:
- This isn’t a debate among experts, it’s the law. The rules are clear, and the FTC will be cracking down. If you recruit people to blog about you, you’re responsible for the content.
- Everything begins with ethics. Ethics is the foundation of a social media program. It’s not what you add later; it’s what everything else is built on.
- Your biggest risk is a failure to properly train your team. Most companies don’t set out to launch a stealth marketing campaign. The scandals happen again and again from well-meaning employees who just don’t know it’s wrong.
See the live presentation here: