1. Require Truthfulness in Social Media.
AKA proper online disclosure. Sernovitz puts great emphasis on the topic of disclosure. He says that it is both simple and easy for bloggers, reviewers, or other online forum members to reveal their relationship to a company and give their honest opinion, based on real experiences. He recommends that you should state: who you are, how you're related to the company, and whether you were compensated in any way--financial or otherwise.
2. Monitor Conversations and Correct Misstatements.
According to Sernoviz, if a company recruits individuals or an agency to spread buzz online, what they say and do becomes the company's problem. If someone does not act with integrity and comply with FTC standards, the brand pays the penalty.
3. Create Social Media Policies and Training Programs.
This is absolutely necessary to enforce transparency, as well as the monitoring of online conversations. It is very important for a company to create awareness of the rules governing social media. This can be achieved by: A. creating a clear and enforceable policy(ies.) B. training employees C. embracing these policies and integrating them into the company's "norms."
These guidelines seem very obvious to me. They do not require companies to do anything outrageously inconvenient and they are both logical and uncomplicated. I think Sernovitz made a good point at the end of the video when he said that it's up to us to keep social media clean, trusted, and honest. And this can only be accomplished by working together to maintain high ethical standards.
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