Download pdf - Social Media Disclosure: Why It Matters

What is the biggest problem in social

media? (in 140 characters or less)

@carolfowler

@carolfowler #SMWdisclose

Social media is a symphony of special

interests with the veneer of journalism.

#SMWdisclose

@carolfowler


My View of Reality

• Manage content strategy for Viewpoints.com

• Spent 12+ years as major market news director

• Worked in just about every role in broadcast news

and online

• Active user of social media

• ”No more tv viewers or newspaper

subscribers are being born.” – BuzzFeed

Pres. Jon Steinberg



Social media has given everyone a platform. So… Will the real journalists stand up?


What is Viewpoints.com?

--Social media platform since 2007, 1 million

visits/monthly

--Collect consumer reviews in 465 product categories –

from mattresses to insurance to baby strollers to

washing machines

--Mostly female, must register to leave review, free to

use

--Advertisers can’t kill reviews or

influence the order shown

--A moderator reads each review

--Reject about 1/5 of reviews submitted for plagiarism,

poor quality, sound fake

Review sites under attack

Our content strategy

--Editorial: Research articles to help

people know what to buy. 700+ articles in

past year

--Expert Reviews: We partner with

experts and bloggers to test manufacturer

samples and products we buy

--Custom Content: Advertisers pay us to c


Editorial Content

Written for the audience and audience

only

+Rules of disclosure:

Author’s byline

Author’s bio

(Isn’t that simple?)


New product reviews

Written for the audience and audience

only / Manufacturers provide product or

we buy ourselves

+Rules of disclosure:

Author’s byline

Author’s bio

Disclosure at end of review

Sponsored Content

Written for our audience at direction of agency /

Brands provide expert advice, product info

Types:

• Emails

• Articles

• Social Media

+Rules of Disclosure

Treated like advertising

Sponsored Content Emails:

•“Sponsored Email:…” front of subject line

•“Sponsored by <brand>” in body of email

Articles:

•“Sponsored Content” at top of article

•“Brought to you by <brand>” in lead

•Disclosure as needed

•Use of ‘No follow’ links to block SEO benefit to

us or advertiser

(examples of social media)

Disclose That! Warning Signs


--Review is entirely positive – no 360° view

--No commenting / negative comments deleted

--The author is unknown and/or has no track record of

objectivity

--Product endorsements are all they do.

Do I Need a Disclosure? • Do you have a financial interest in what

you’re writing about?

• Is your writing subject to review by an

outside party?

• Are you getting free product?

• Was the topic your idea?

• If you were the reader, would you

appreciate knowing the backstory?


When in doubt, tell your audience

Disclosure is seen as a weakness, an

admission, something to be embarrassed

about, apologetic for, an awkward fact

that makes writing less worthy.

REALITY: It makes your content stronger,

more credible, builds trust.


Thank you!

@carolfowler
