Archive for May, 2016

Paid Social Media Content: To Disclose or Not to Disclose Sponsorship? The FTC Weighs In.

May 13, 2016

The FTC says social media influencers should clearly disclose if they’re being paid to endorse a product with language like #sponsored, but the social media world appears to wrestling and even conflicted on how to handle paid endorsements.

KNBC FTC FOLLOWERS

It’s a new form of advertising but it doesn’t look like an ad to the average consumer.  In fact, many shoppers now find the latest fashion trends, beauty products and vacation destinations from social media outlets like Instagram and blogs and while many bloggers are paid to show off things “they love” they are not always disclosing that they were paid for “their love of a product.”

Broadcasters and public relations professionals are well aware of the rules of paid spokesperson disclosures, but social media influencers are navigating new waters when it comes to adding “hashtag sponsored” to their Facebook post, Tweet or Instragram photo.  Reporter Jenna Susko of KNBC in Los Angels filed a report on their own investigation into the increased and borderline epidemic of product bombs hitting the social media newsfeeds and raised concerns that consumers are being manipulated by posters who have a hidden agenda.

KNBC Jenna Susko

Check out their newscast on nbclosangeles.com on how the undisclosed brand sponsorships of popular bloggers on social media accounts are raising concerns for the FTC.

Bottom line, if a post is sponsored, it should disclose it in some way.  A natural way to blend it in to the post is to say you’ve “teamed with XYZ company” and only agree to endorse products that you genuinely like so as not to mislead followers and fans.  Others can dislike the product, but if you authentically like it, it’s an honest statement and honesty is always the best policy.

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Follow us on Twitter:  @CMP_MediaCafe

 

Advertisements

Broadcast from Rio: Get a Great SMT Camera Position at the Rio Summer Olympics

May 10, 2016

The countdown to the Rio Summer Olympics has begun and there is less than 100 days before the games begin.  If you’ve been dreaming about a way to get your client connected to this event, we’ve teamed with the Associated Press and have a great satellite media tour (SMT) camera position at the Summer Olympics to go live from Rio de Janeiro.

The overlook position provides beautiful, dramatic and panoramic views of Olympic Park in Rio.

NBC will own the airspace from August 5th through August 21st with wall-to-wall coverage of the Olympic Summer Games so this is one way to cut through the clutter with a great story for other network affiliates that want to be a part of the Rio Summer Olympics and be relevant to the news cycle.

P1C Rio Olympic Park

What makes a great SMT story angle for the Rio Summer Olympic Games?

The key is to make your client tie in organic.  Perhaps you represent a sporting goods or sportswear company that is sponsoring an Olympic athlete.  That athlete might make a great spokesperson for an angle like “Top Three Winning Strategies of Olympic Athletes.”  The segment would involve those three tips with one tip about having the right sports gear (with a mention of your client) along with other personal and inspiring tips from one of the world’s finest athletes. An athlete with a great back story that has had media training is also key.

That is just one idea, but hopefully this will get your creative public relations juices flowing.

So if you’re thinking about how a satellite media tour from the Rio Summer Olympics would be a public relations success for your client, feel free to give me a call at 213-986-8070 and we can discuss the nitty gritty about how to make it happen.

Peace and coconuts,

Marianne Schwab, Executive Producer, CMP Media Cafe

Follow us on Twitter:  @CMP_MediaCafe