SEO and Digital PR - How to Connect Your Teams to Maximise Success
Social Media Ethics Made Easy
1. (c) Joseph Barnes, digital3000.net @joebarnes
http://www.businessexpertpress.com/books/social-media-ethics-made-easy-how-comply-ftc-guidelines
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. Why Is This
FTC Rule
Needed?
(c) Joseph Barnes, digital3000.net @joebarnes
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
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
12. 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
13. 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.
18. 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
45. FTC Requires Businesses
to:
1.Create a Social Media
Policy
2.Train All Stakeholders
in the Business
(c) Joseph Barnes, digital3000.net @joebarnes
46. How to Create a Policy?
SocialMedia.org
Disclosure Toolkit
http://socialmedia.org/disclosure/
(c) Joseph Barnes, digital3000.net @joebarnes
47. 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
49. 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
50. You Must:
Monitor the online
conversations and
correct misstatements.
You are responsible for
your evangelists.
(c) Joseph Barnes, digital3000.net @joebarnes
51. 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
53. 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
54. 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
55. 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
56. 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