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The webinar, hosted by Webbed Marketing and Roska Digital Advertising, will focus on new regulations in social media that are affecting your social media campaigns. Key takeaways from the November FDA hearings, about promotions using Internet and social media, will be addressed. We will also discuss FTC regulations and Facebook contest regulations.
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Bill Balderaz Kurt Mueller Founder & President Chief Digital & Science OfficerWebbed Marketing Roska Digital Columbus, OHMontgomeryville, PA
Agenda
How the FDA hearings affected Social MediaNew FTC regulations and how they affect Social MediaFacebook contests
FTC Social Media Guidelines
A TimelineA Timeline
The industry begins a self governing movement (WOMMA)
The FTC RegulationsThe FTC Regulations
Regulations are primarily targeted at bloggers who are compensated for giving paid reviews (in exchange for money or gifts)
According to Leonard Gordon with the FTC, the agency wants to enforce the same level of accountability it enforces in traditional marketing and advertising for claims made on Twitter, a blog or via any other social network
Bloggers may still review and endorse products, even for a fee, however, they should disclose any paid relationship to the brand or product
Rule 1: Be Honest – For The Blogger
If you are a blogger being compensated for an endorsement, disclose it
“White Text on White Background” disclosures don’t count
Endorsements must be based on real experiences
Does this impact you?• Are consumers likely to understand the relationship between you and a brand?• Do you receive cash, goods or services by the brand, its agency or affiliates? • Do you have an ongoing relationship with the brand, have received compensation
in the past and expect compensation in the future?• Do you provide product or service reviews, at the request of the brand, to a
targeted market?
Rule 1: Be Honest – For the Brand
If you are a brand and you are promoting a product or service with bloggers, you must be transparent in all communications
You are responsible for claims made by bloggers you reach out to…. So choose your influencers carefully
You are responsible if the blogger does not disclose the relationship between your brand
Correct mistakes when you find them
Rule 2: Earn Your Media – For the Blogger
When covering a brand, don’t ask for or expect free samples or compensation
If you’re approached by a brand, consider politely refusing compensation and covering the product or service on your own
If you accept compensation, be honest in your review, stick to guidelines set forth by the brand, and take pains to maintain transparency and accuracy
Rule 2: Earn Your Media – For the Brand
Focus more on providing a great product or service and find creative ways to inform influencers about it
Think like a public relations/media relations professional
Ask yourself – how many bloggers does Apple, Facebook, YouTube or Google pay?
Rule 3: Educate– For the Blogger
Let brands know that due to FTC guidelines you must either over communicate the status of the relationship, or you must refuse future compensation
Let your readers know that paid reviews are paid and that you are acting on behalf of a company
Let your readers know when reviews are unpaid
A paid review can be authentic!
Rule 3: Educate– For the Brand
Clearly educate your bloggers on your social media policy
Insist that bloggers are transparent
Provide details about your product, service and brand
Monitor the blogger
A paid review can be authentic!
Facebook Contests
Why The New Rules?
Indemnify Facebook from contests gone bad
A proliferation of Facebook contests may imply Facebook’s approval to use the platform as a contest tool
Create a public stance from Facebook regarding contests
Avoid spam on status updates and news feeds
What are the Rules?
Contests must be approved by Facebook in writing 7 days prior to launch
Contest must clearly state that Facebook is not associated with the contest
Contest promotions must be contained within their own app, and entries can only be accepted via the applications (i.e., no more entering by becoming a fan or posting a comment)
All contest administration must occur outside of Facebook
What Should You Do?
Host your content and promotions outside of Facebook
Use Facebook as one tool to connect with your “opt-in” market
If you still choose to host your contest on Facebook, consider using a contest or sweepstakes company that has experience with Facebook to ensure compliance
Bill BalderazWebbed Marketingwww.webbedmarketing.com@bbalderaz
Bill Balderaz, Webbed Marketing, @bbalderaz
Kurt Mueller, Roska Digital, @roskadigital