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For Marketing Leadership Professionals

How To Sponsor Conversations The Right Way – A Social Computing Report

Leveraging Influential Endorsements Amid FTC Regulations

February 03, 2010

By Sean Corcoran with Emily Riley, Josh Bernoff, Augie Ray, Jennifer Wise

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Why Read This Report

The Federal Trade Commission's "Guides Concerning the Use of Endorsements And Testimonials in Advertising" has been updated to regulate endorsements through blogger relationships, as well as through platforms like Twitter and YouTube. Marketers need to make sure they follow the right rules or they could end up in the crosshairs of the federal government while also harming their brands' reputations. To work with sponsored conversations correctly, marketers should start by knowing all of the rules, developing and publishing social media guidelines, training junior staff, mandating transparency, and choosing partners wisely.
Tags: Brand & Product Web Sites, Brand Monitoring, Brand Tactics, Co-Creation, Consumer Blogs, Consumer Electronics & Technology, Customer Experience Management, Interactive Marketing Strategy and Process, Social Computing, Social Marketing, Social Media, User-Generated Content, Web 2.0, Word of Mouth Marketing
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