Daliah Saper is quoted in an article published today about FTC compliance. Businesses must be increasingly careful about their use of social media and their affiliation with bloggers and affiliate marketers. Read part of the article below and click on the link to read the whole essay:
By: Clare Fitzgerald
Openness and sharing may be the hallmarks of social media and online communities, but transparency and disclosure can be a tricky area for companies to navigate when building their online profiles and presenting information to clients and customers in the digital world.
Ethical gray areas still exist when it comes to transparency, and a mistake in judgment can have negative ramifications for companies in any industry. Experts say the key to avoiding fines, tarnishes to a brand and all around online-community-building-chaos lies in developing proper internal policies, communication and education surrounding digital engagement.
Michael Brito, vice president of social media at Edelman Digital, cites a lack of internal policies to regulate and support social media engagement as a major contributor to transparency and disclosure issues for companies. “All these companies were on a quest to have a social media presence, and they jumped into it right away. Employees are just kind of out there,” he said. “I think the root cause of transparency and disclosure problems isn’t so much that companies are being purposely deceitful, it’s that they never developed internal governance models to educate and empower people to engage the right way.”
Without proper safeguards in place, issues can quickly arise.