How To Sponsor Conversations The Right Way
Leveraging Influential Endorsements Amid FTC Regulations
February 3, 2010
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.
Already a Client?
Log in to read this document.
Become a Forrester Client
Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.
This report is available for individual purchase ($499 USD).Purchase
Create An Adaptive Global Organization
April 27, 2010 | Steven Noble
How To Get Started With Social Intelligence In A Regulated World
February 9, 2012 | Zach Hofer-Shall
Case Study: IBM Makes Social Media The Responsibility Of Every Employee
November 18, 2010 | Jeff Ernst