The Messy Menage of Marketers, Bloggers and Paid Disclosure

Posted by: Neil James // March 16th, 2011

The Messy Menage of Marketers Bloggers and Paid Disclosure

The FTC’s rules regarding paid disclosure are gilded in good intentions. After all, when Mr. Savvy Marketer pays Mr. Cash-Strapped Blogger to review a product, Mr. and Mrs. Consumer might believe an advertisement is a testimonial, and make a misled purchase decision accordingly. But does the FTC rule requiring bloggers disclose compensation capably address this problem? Matthew Arnold discusses this topic in an article for Medical Marketing & Media, Much Ado About Mommy Bloggers, Mobile Apps and Paid Posts. Arnold interviews a prominent blogger who feels that disclosure in and of itself does not effectively accomplish the goal of enabling the reader to effectively differentiate between sponsored advertisement and unbiased testimonial, even though marketing-initiated blogger outreach efforts are clearly the latter.

@NeilAndrewJames

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A New Online Resource For Digital Doctors

Posted by: Meghan Blackford // January 24th, 2011

There are a variety of medical blogs and online publications that cater to physicians. Whether one is looking for something highly scientific or loosely light-hearted, there’s almost assuredly an online publication that fits the bill. But, the recent growth of digital doctors and ehealth practitioners represents a new opportunity for medblogs such as the newly launched MedCrunch.

In a new article for 33 Charts, Bryan Vartabedian, MD, states  that  “in a world dangerously obsessed with design, content often gets a second look.” In MedCrunch’s case, content is paramount, with a strong focus on providing variety and balance. Originating from Austria this medblog expertly combines tongue-in-cheek wit with modern medicine.

@MJBlackford

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Key Elements of a Social Media Policy

Posted by: Russell Herder // August 11th, 2009

Should employees be encouraged to use social networking to enhance marketing outreach? Or will such activity impede productivity in an already tight economy? And what about reputational risk? These and other questions are clearly on the minds of every C-suite executive.

Recent research we undertook with our friends at Ethos Business Law found eight in ten businesses have concerns about the potential liabilities of social media. Yet, only one third have a policy in place to govern social media use, and just nine percent said they have conducted relevant employee training.

Instead of ignoring the need for responsible guidelines, organizations of all sizes should begin to define their strategy regarding social media, and most importantly, the rules for employee engagement. By doing so, management can take advantage of the benefits offered by these new communication channels while mitigating undue risk. But remember, social media is a far different animal than traditional technology. A company's current policies on IT matters are usually not sufficient.

All companies are different, thus the rules for creating and implementing a social media policy are not universal. They must take the form, substance, philosophy and culture of the organization to which they apply. However, the following are important elements to include in a good social media policy.

  • Overall Philosophy. An effective social media policy should define the company's overall philosophy on social media and be consistent with its culture. For example, does the company have a supportive, open philosophy on the use of social media or a stronger, more limited embrace of this medium?
  • Honesty and Respect. One of the most important aspects of a policy is a requirement that employees be open, honest, respectful and transparent in their usage of social media – especially in the business context.

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Companies Remain Uncertain – And Do Little – About Potential Risks of Social Media

Posted by: Russell Herder // August 6th, 2009

Social media has become a fixture on communication agendas across the country, fueled by the fact that Americans' spent 73 percent more time
on such social networking sites in the past year alone. But according
to a new survey, social media use is also generating its share of
corporate heartburn.

Recent research we conducted along with Ethos Business Law
confirms that confidence exists in social networking as viable
communication outreach, but so do worries about the potential
liabilities involved. Concerns regarding social media use were
acknowledged by some eight in 10 businesses participating in the national study, which was conducted over the month of July. Fifty-one percent fear social media could be detrimental to employee productivity, while almost half (49%) assert that using social media could damage company reputation.

Despite these apprehensions, social networking is being viewed as a key strategy. According to survey results,
eight in 10 senior management, human resource and marketing executives
believe social media can enhance relationships with customers/clients
and build brand reputation. Almost 70 percent feel such networking can
be valuable in recruitment, as a customer service tool (64%) and used
to enhance employee morale (46%). The most popular vehicles being used
include:

Social Media Being Used

Much
of senior management's direct experience with social media appears to
be reactive versus proactive, an interesting fact given the confidence
they express in these new mediums. The majority (74%) of executives
surveyed said they, personally, visit social media sites at least
weekly to read what customers may be saying about their company, and
routinely monitor competitors' use of social networking. One in three
search social media sites to see what their employees are sharing; or
check the background of a prospective employee (25%).

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