{"id":6899,"date":"2014-04-10T07:53:43","date_gmt":"2014-04-10T14:53:43","guid":{"rendered":"https:\/\/ann-tran.com\/?p=6899"},"modified":"2014-07-08T15:04:43","modified_gmt":"2014-07-08T22:04:43","slug":"when-to-use-ad-in-your-tweets","status":"publish","type":"post","link":"https:\/\/ann-tran.com\/2014\/04\/when-to-use-ad-in-your-tweets\/","title":{"rendered":"When to use #Ad in your tweets"},"content":{"rendered":"<p>How do you stay transparent while bringing marketing value to the brand? \u00a0There is an art to it, so you aren&#8217;t spamming your stream.\u00a0 It&#8217;s a fine balance. \u00a0Be selective. \u00a0 As <a href=\"http:\/\/twitter.com\/markwschaefer\" target=\"_blank\" rel=\"nofollow\">Mark Schaefer<\/a> recently wrote about \u201c<a href=\"http:\/\/www.businessesgrow.com\/2014\/03\/18\/slippery-slope-influence-marketing\/\" target=\"_blank\" rel=\"nofollow\">The Slippery Slope of Influence Marketing<\/a>,\u201d \u201cemerging Citizen Influencers have to be very judicious in their relationships with brands.\u201d<\/p>\n<p>I wanted to understand the technical aspect as an influencer: \u00a0when should one include #Ad in their tweet or postings to bring legal transparency?\u00a0 I reached out to attorney <a href=\"https:\/\/twitter.com\/KerryGorgone\" target=\"_blank\" rel=\"nofollow\"><strong>Kerry O\u2019Shea Gorgone<\/strong><\/a> host of the MarketingProfs podcast \u2013 <a href=\"http:\/\/www.marketingprofs.com\/podcasts\" target=\"_blank\" rel=\"nofollow\">http:\/\/www.marketingprofs.com\/podcasts<\/a> &#8212; , to \u00a0get answers to the following questions and clarify confusion regarding several conversations I\u2019ve had with social media peers.<\/p>\n<ul>\n<li>When you are tweeting an ad for a client, does it matter that it&#8217;s for a third party?<\/li>\n<\/ul>\n<p>Anytime there\u2019s a connection that\u2019s not immediately apparent to the reader, you should disclose the relationship. This might not necessarily mean using the hashtag #ad (no one searches for that, do they?), but find a way to make it clear the brand has a relationship with your client. \u00a0The FTC requires disclosures with every post, and although the specifics remain somewhat unclear, there are <a href=\"http:\/\/www.ftc.gov\/news-events\/press-releases\/2013\/03\/ftc-staff-revises-online-advertising-disclosure-guidelines\" target=\"_blank\" rel=\"nofollow\">guidelines<\/a>, many of which point out practices that would not meet the standard. \u00a0(I\u2019ve written about <a href=\"http:\/\/bit.ly\/15NvFs3\" target=\"_blank\" rel=\"nofollow\">the 4Ps of FTC disclosure<\/a> on my blog.)<\/p>\n<p>One way of making a more robust disclosure despite character limits is to use a service like <a href=\"http:\/\/cmp.ly\/\" target=\"_blank\" rel=\"nofollow\">CMP.LY<\/a>, which lets you write a complete disclosure, then generates a custom short link (I use my-disclosur.es) that makes it clear this is a sponsored post.<\/p>\n<ul>\n<li>When you are retained for social media services and participate on Twitter chats, Google+ hangouts, do you need to write the word #Ad for each posting?<\/li>\n<\/ul>\n<p>The FTC has said that you can\u2019t assume that people will read posts in succession, so you need to disclose with each new post.<\/p>\n<ul>\n<li>When you are on a<a href=\"http:\/\/en.wiktionary.org\/wiki\/fam_trip\" target=\"_blank\" rel=\"nofollow\"><strong> familiarization trip<\/strong> <\/a>(A free or low cost) trip for travel agents or consultants, provided by a travel operator or airline as a means of promoting their service.) should you include the word #Ad to each photo posting, or tweet? \u00a0Or what is the alternative hashtag?<\/li>\n<\/ul>\n<p>Again, it\u2019s not about what hashtag you use: \u00a0it\u2019s about making it clear to an average consumer that there\u2019s a relationship they might not otherwise be aware of. \u00a0How you do this is up to you, but #SPON doesn\u2019t mean anything to most people, so #Ad is preferable, but you still might need more.<\/p>\n<ul>\n<li>When you say I love my Samsung GALAXY camera which I truly do, if I post my feelings as such, would this considered an ad since I received the camera for free?\u00a0 I also receive continuation of payment for advertising this product.<\/li>\n<\/ul>\n<p>If you\u2019re still being paid, the relationship\u2019s ongoing, which means you\u2019d still need to disclose. \u00a0If you\u2019re sharing photos taken on the camera, but not mentioning the camera, that\u2019s different. \u00a0However, if you\u2019re expressing positive opinions about a camera you got for free, it\u2019s important that people know there\u2019s a relationship between you and the brand.<\/p>\n<ul>\n<li>When you are donating your time for a charity, (i.e. when I wrote up a post to bring attention to the school&#8217;s needs for donation, etc.\u00a0 In return, I received free ticket to the concert.\u00a0 How should I treat this?<\/li>\n<\/ul>\n<p>(So, you didn\u2019t realize you were getting the ticket in exchange for writing the post?)<\/p>\n<p>\u201cDonation\u201d means no paid relationship, which means no disclosure\u2019s necessary. \u00a0If you were treated to a charity concert or received a paid trip to a groundbreaking ceremony in Bora Bora, disclose this, whether or not it\u2019s \u201ccompensation\u201d in the classic sense of the word.<\/p>\n<p>Disclosing is another way of respecting your audience: \u00a0make sure they have all the information necessary before they click your link, book a hotel, or buy a product based on your blog or social media posts. \u00a0Whether you use CMP.LY, #Ad, or the simple phrase \u201cthanks to Brand X for the free product sample,\u201d make it clear to those who aren\u2019t in the know that you\u2019ve received something for free.<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>How do you stay transparent while bringing marketing value to the brand? \u00a0There is an art to it, so you aren&#8217;t spamming your stream.\u00a0 It&#8217;s a fine balance. \u00a0Be selective&#8230;.<span class=\"posted-on\"><span class=\"screen-reader-text\">Posted on<\/span>  <a href=\"https:\/\/ann-tran.com\/2014\/04\/when-to-use-ad-in-your-tweets\/\" rel=\"bookmark\"><time class=\"entry-date published\" datetime=\"2014-04-10T07:53:43-07:00\">April 10, 2014<\/time><time class=\"updated\" datetime=\"2014-07-08T15:04:43-07:00\">July 8, 2014<\/time><\/a><\/span><\/p>\n","protected":false},"author":1,"featured_media":7491,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[146,69],"tags":[800,797,787,798,799,179],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>When to use #Ad in your tweets - Ann-Tran<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ann-tran.com\/2014\/04\/when-to-use-ad-in-your-tweets\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"When to use #Ad in your tweets - Ann-Tran\" \/>\n<meta property=\"og:description\" content=\"How do you stay transparent while bringing marketing value to the brand? 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