Facebook has changed the game, now in order for brands to have any reach at all budget must be allocated to Promoted Posts. It’s a good time to rethink Facebook page growth strategy.
The FTC released an update to their Endorsement Guidelines in March and while there have been a lot of open discussions about the FTC guidelines in the blogging community, there are far fewer within the marketing space. When the FTC has taken action it investigates brands and agencies, not bloggers. As a marketer this could not only cost you thousands in fines from the FTC, but would jeopardize your relationship with your client
This past weekend at BlogPaws (a social media conference for pet bloggers) an FTC rep was on hand to disseminate the information to publishers, but this information is extremely valuable to those of us in marketing who conduct blogger outreach.
Understanding FTC guidelines is essential to protecting your agency, your client and also the consumers who you are marketing to.
1. When does a blog post need to have a disclosure?
Whenever there is a material connection between the post’s author and the brand. If a blogger happens to purchase a product that they love and then write a post detailing the product’s virtues, there is no material connection between them and the brand.
A material connection is established when an agency or brand reaches out to a publisher and offers product, gift cards,... Read more
If your grandparents looked like they crawled off a Clairol box, then congrats on hitting the genetic lottery. For the rest of us, stock images showing perfect people in perfect families just aren’t relatable. They also just don’t work well on social and here is why…
In the wake of tragedies, people turn to social media for instant information, to fulfill our human need to connect. This is when social media really shines, when it’s promise as an instant means of communications and information comes true.
Brands on social seem to struggle with tragedy. PR agencies, ad firms and digital shops are filled with people who are affected, even if indirectly when tragedy strikes. Everyone struggles with coming up with the right thing to say. There is a very human need to say something.
But brands are not humans.
Even though the people who staff accounts have the best intentions, creating a post in the vain of “We Remember…” or “Our thoughts are with…” is inappropriate. People are turning to each other for comfort, for news outlets for coverage. They are not turning to consumer package goods or B2B companies for solace.
In the aftermath of tragedy, brand posts do two things:
Clutter up newsfeeds when people are looking for instant information.
Give the perception that a brand is leveraging a tragedy for their own benefit.
So, if you manage social media for brands what should you do? Halt all posts, especially in the hours after the tragic event. By staying quiet, your... Read more
There are more than a billion Facebook Yous roaming around Earth right now and all of us “yous” have a lot in common. We try not to share content that is mundane or even worse, a downer. “On Facebook” is the new “in public” so we all mind our language, and post the best moments of our lives as though we live in some sort of never-ending Christmas card.