Since the inception of Interactive Buzz, LLC in 2007, we have always supported the ethics standards of the Word of Mouth Marketing Association (WOMMA). Over the past two years, the watchdog of consumer interests, the Federal Trade Commission (FTC) has been working with Word-of-Mouth Marketing industry leaders to formulate a strategy addressing the difference between Traditional Media that states and promotes a position of the brand, to Social Media that promotes a conversation with consumers about the brand.
The FTC has made it clear that the key to current and future advertising must support full disclosure and transparency by brands, agencies, and social media activators (bloggers, celebrities, agents, ambassadors) who receive any form of consideration, compensation, products, samples, or services from the brand, either directly or indirectly and presents an endorsement of the brand.
The FTC Guide puts teeth into the WOMMA ethics code. FTC quoted WOMMA on twelve points throughout the 81 page document, FTC Guidelines . At this time the emphasis is on enforcement by exception, rather than proactive enforcement. To clarify, it is nearly impossible for the FTC to proactively monitor and manage the millions of posts being conducted throughout all social media channels. That said, it is imperative to understand that the arm of the FTC reaches far beyond the doors of Washington, D.C. Enforcement will come from other sources bringing attention to those in defiance. Sources, such as, local consumer affairs organizations (e.g., BBB), plaintiff lawyers representing class action suits, state attorney generals, individual consumers filing complaints of being wronged will likely avail themselves of the new code.
For those willing to adhere to this newest set of codes directly impacting Social Media and Web 2.0, life should be fine. In supporting transparency, brands should state their position clearly, agencies should reinforce brand messaging that includes the caveat of disclosure and transparency, and social media activators should carry that message forward in a reasonable fashion across the various channels.
Significant, is the strong recommendation that all stakeholders of Social Media employ best practices for conducting Word-of-Mouth Marketing and Outreach. These best practices should include processes and procedures stating how transparency to the brand should be handled when conducting posts online. There should also be a process in place to monitor that these posts are, in fact, being conducted in accordance with the FTC Guides. Periodic checking, screen shots and other methods should be employed to assure consistency of message and compliance.
A number of other areas are touched on within the new FTC Guides, including, celebrity endorsements, Fortunately, Interactive Buzz, LLC. does manage each and every Social Media Outreach campaign in accordance with WOMMA ethics, and now, the FTC Guides. Transparency, honest identity has been our hallmark since the beginning. Our approach is supported by our proprietary and exclusive campaign management engine called, Buzzing OnlineTM.
For more information, please contact Interactive Buzz, LLC.
Stephen Kruger (skruger@interactivebuzz.com) is CEO and Founder of Interactive Buzz, LLC, an experienced Social Media company delivering high performance results for the comprehensive activation of Social Media strategies.
Branding
– A Key to Marketing Success is Enhanced with Social Media
Corporate
branding initiatives seem to typically be in vogue when the economy is robust,
and fall out of favor as the economy dances with recessionary periods. Suspect,
is the perceived cost and effort associated with traditional brand building. With
the growth of the Internet and social technology tools, opportunities have
emerged that find some marketers focusing on online tactics without realizing
that an opportunity exists to leverage branding and strategy.
While
good old fashioned branding is just as important today, one must understand the
nuances and operational tactics inherent in the robust Social Media space. When properly executed, a successful Social
Media Outreach strategy has the potential to drive conversion events that
translate into robust branding initiatives.
Social
Media buzz is designed to add your brand’s voice to a conversation and direct
traffic and awareness to your properties, both online and offline. Converting the
messaging of your brand to social media messaging represents the
art of a high performance outreach program.
Your contribution must be believable and credible within the confines of
your brand identity. Would a Saks Fifth Avenue posting about recessionary
shopping be as believable and relatable as a similar posting from Target?
Your
brand’s voice should be relevant by remaining within context of the prevailing
conversation in that social media platform and affinity group. If you are
contributing a comment to an article or blog posting, your brand image will be
hurt if the post reads mostly as advertorial rather than as a relevant
contribution to the conversation.
Tie
your Social Media programs to these principles and you will soon find that Social
Media Outreach is affording a gateway to vibrant and prolific branding for your
company.
David Alpern (dalpern@interactivebuzz.com)
is Vice President, Strategic Client Services and Stephen Kruger (skruger@interactivebuzz.com) is
CEO and Founder of Interactive Buzz, LLC., an experienced Social Media company
delivering high performance results for the comprehensive activation of Social
Media strategies. The Interactive Buzz team’s
experience includes representing Del Monte, Unilever, The Advertising Council,
and more. Past experience included Proctor
& Gamble, Toyota, Honda, Conde Nast Publications, Scripps Network, NBC,
Disney, Microsoft.