Useful Resources for Creating Social Media Guidelines

In 2010, the Federal Trade Commission revised its Endorsement Guidelines to include social media. What is said on blogs and social networking sites now is not just a matter of ethics, it is the law. The revised guidelines focus on three areas:

1) Endorsements must be truthful and not misleading

2) If the advertiser doesn’t have proof that the endorser’s experience represents what consumers will achieve by using the product, the ad must clearly and conspicuously disclose the generally expected results in the depicted circumstances; and

3) If there’s a connection between the endorser and the marketer of the product that would affect how people evaluate the endorsement, it should be disclosed.

As a marketing manager it is your responsibility to protect your company from all of the legal implications of social media. This is best done by establishing a social media policy and by ensuring that all internal departments involved in social media as well as external agencies, consultants and contractors are aware of the policies.

Fortunately, there are a number of resources available to help.

SocialMedia.org recently updated its Disclosure Best Practices Toolkit, which includes a series of checklists to help marketers formulate a social media policy.

In addition to publishing the Endorsement Guidelines, the FTC also published a document which covers commonly asked questions about the guidelines.

View the video for a quick overview.

Do you have a question concerning disclosure or developing a social media policy? Submit your questions to jcostin@contentforbiz.com.

Do You Have What it Takes to Succeed in Social Media?

You can read all the articles you want about social media marketing for B2B companies, but until you jump in and do it, you probably won’t realize what you need to succeed. As many have found out, hiring a college-age daughter or son to set up your Facebook page or your twitter account isn’t the answer.

If hardly anyone is reading your blog, visiting your Facebook page or following you on Twitter, there is a good chance you may be lacking in at least one of these three success areas.

Success Factor No. 1: Content

You don’t have the foggiest idea what your customers would find interesting or engaging. You find it hard to think beyond what you sell, and you probably don’t enjoy staring at a blank page.

A content strategist can help you plan what you want to say and how you are going to say it. Content strategists know how to find engaging stories about your business or topic area that people actually want to read. And the best part … they never run out of ideas.

Content creators get the work done, creating blog posts, videos, and slide shows. Crafting messages that sound like you or your brand, only better. Content curators select the “best of the best” information and ideas, creating value for your B2B audience.

Success Factor No. 2: Technology

Words like “meta tag,” “API” and “robots” scare you. You’ve never seen or even attempted to find the traffic statistics for your website or blog. You aren’t interested in learning a whole new language.

Without knowing the technology behind social media, the best content in the world can remain lost. And without reviewing your website analytics, content opportunities will be lost.

Boosts in website traffic require link building and that means knowing where on the Web you need to be. Each social media network has its own characteristics. Do you have the patience to listen and learn?

Social media training will shorten the learning curve and let you know where you need to focus first. Mastering the technology skills can help your social media efforts deliver a better ROI from the get-go.

Success Factor No. 3: Time

Once you engage your B-2-B business in social media, you quickly understand the tedium of it all . Day after day, week after week, you need to participate, create content, and promote content. Conversations aren’t all in one place. Information needs to be posted in a lot of places with thoughtful messages targeted to the audience. It’s downright time consuming.

However, the more you are involved in social media, the greater the benefit you are likely to receive. Do you have the time? Do you know the tools that can help you best manage and monitor your efforts? Do you have someone who can do the “grunge” work for you?

Some businesses and business owners want to do social media themselves and they have everything they need to succeed: Content, Technology and Time. That’s terrific. Some may have the content, but lack the time and energy. Others may have the technological skills, but lack content.

The important thing is to not get hung up on what you don’t know.Recognize it and get some help. Hire someone to get you started. Build a team and share your knowledge. Sign up to receive some social media training. Move on. Don’t give up.

What has held back your social media efforts? What kind of help does your business need?

Who’s Looking at You?

Are you one of 90 million people on LinkedIn? One of the more interesting features of the business networking site is the ability is to see who has viewed your profile. Even though I have an unpaid subscription, I can see enough about the people visiting to know that my profile is something I need to pay attention to.

For example, in the past five days, my profile has been viewed by five people, some of whom I recognize, and some of whom I don’t. In the past 15 days I have turned up 11 times in the search results. Last year there were more than two BILLION people searches on LinkedIn. Just as you can improve your website’s rankings with the use of keywords, the same is true of your LinkedIn profile. Did you know LinkedIn now offers an enhanced profile for companies?

Who’s looking at you? Potential customers, bankers, vendors, journalists, former colleagues, future employers– anyone and everyone who might want to find out more about you or your business is searching online. So what does your online presence say about you? Are you professional, up-to-date, well-connected, well-read, and highly recommended? Can you be found through LinkedIn or Facebook? Does your company have a website? How easy is it for someone to find you if they can remember your name, but not your company; or your company, but not your name?

For those of you who are diligent about maintaining your LinkedIn profile and website you are probably already reaping the benefits of your efforts. But I know for a fact, there are many people and companies who still want to do business the same way the have always done it.

Does the construction industry lead the world in terms of companies without websites? I think it must. I was recently looking for a Las Vegas contractor to interview for an article I was working on. From a list of about 25 highway/heavy contractors, I was shocked to find that fewer than half had websites. This correlates with other research that shows that fewer than half of all small- and medium-size businesses have a website.

Now I had the names and phone numbers for the companies without websites. I could have easily called them for the article, but I didn’t. Why? Because I would much rather have some background information on your business before I make the first contact. How many others come to the same conclusion about working with your business?

While personal relationships are still the cornerstone of many business marketing efforts, companies must recognize that an online presence is a necessity in today’s world. At a minimum, create a LinkedIn profile and periodically review who is looking at it.

So please pass this post along to someone who needs to hear it. Ninety million people can’t be wrong.

1. Use an Image

2. Don’t Miss Fridays

3. Consider a Morning Post

Success Factor No. 1: Content

Success Factor No. 2: Technology

Success Factor No. 3: Time