For Interactive Marketing Professionals

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	February 3, 2010 How To Sponsor Conversations The Right Way Leveraging Influential Endorsements Amid FTC Regulations by Sean Corcoran with Emily Riley, Josh Bernoff, Augie Ray, Jennifer Wise	Average: 9  (2 ratings)

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Executive Summary

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.

This is an excerpt

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