Working with advocates and social media disclosure

Selena Chan

In order to help marketers adhere to ethical marketing practices in the constantly changing social marketing industry, the Word of Mouth Marketing Association (WOMMA) released a revised Social Media Marketing Disclosure Guide to help ensure communications remain ethical and credible.

Working with advocates and social media disclosure

Selena ChanMindshare

Background

The increase in the number of social marketing programmes being launched and the trend of partnering with advocates1 has created challenges for our industry. Despite marketers' efforts to be transparent, they often experience difficulties disclosing relationships. This is due to a lack of regulation, the changing landscape of guidance and an overall lack of established best practices to limit liability and demonstrate best efforts with regard to transparency. Channels such as Twitter can also pose challenges with character limits.

In order to help marketers adhere to...

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