While most consumer reviewers are honest and transparent, more bloggers and other social media professionals are increasingly posting content to cater to advertisers; and more advertisers are using content marketing and social media platforms to spread their brand message. When do you know the message is really a commercial? In this Power Point, prepared for Social Media Week Chicago, September 2013, Vice President of Content for Viewpoints.com. Carol Fowler explains the issues and gives the warning signs that content may not be as genuine as it seems. Viewpoints uses clear disclosure to let its audience know what is ad-sponsored. Carol gives examples of recent uses on Viewpoints.

1. What is the biggest problem in social
media? (in 140 characters or less)
@carolfowler
@carolfowler
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2. Social media is a symphony of special
interests with the veneer of journalism.
#SMWdisclose
@carolfowler
@carolfowler
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3. My View of Reality
• Manage content strategy for Viewpoints.com
• Spent 12+ years as major market news director
• Worked in just about every role in broadcast news
and online
• Active user of social media
• ”No more tv viewers or newspaper
subscribers are being born.” – BuzzFeed
Pres. Jon Steinberg
@carolfowler
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4. @carolfowler
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5. Social media has given
everyone a platform.
So… Will the real
journalists stand up?
@carolfowler
#SMWdisclose

6. What is Viewpoints.com?
--Social media platform since 2007, 1 million
visits/monthly
--Collect consumer reviews in 465 product categories –
from mattresses to insurance to baby strollers to
washing machines
--Mostly female, must register to leave review, free to
use
--Advertisers can’t kill reviews or
influence the order shown
--A moderator reads each review
--Reject about 1/5 of reviews submitted for plagiarism,
poor quality, sound fake

7. Review sites under attack

8. Our content strategy
--Editorial: Research articles to help
people know what to buy. 700+ articles in
past year
--Expert Reviews: We partner with
experts and bloggers to test manufacturer
samples and products we buy
--Custom Content: Advertisers pay us to c
@carolfowler
#SMWdisclose

9. Editorial Content
Written for the audience and audience
only
+Rules of disclosure:
Author’s byline
Author’s bio
(Isn’t that simple?)
@carolfowler
#SMWdisclose

11. New product reviews
Written for the audience and audience
only / Manufacturers provide product or
we buy ourselves
+Rules of disclosure:
Author’s byline
Author’s bio
Disclosure at end of review

15. Sponsored Content
Written for our audience at direction of agency /
Brands provide expert advice, product info
Types:
• Emails
• Articles
• Social Media
+Rules of Disclosure
Treated like advertising

16. Sponsored Content
Emails:
•“Sponsored Email:…” front of subject line
•“Sponsored by <brand>” in body of email
Articles:
•“Sponsored Content” at top of article
•“Brought to you by <brand>” in lead
•Disclosure as needed
•Use of ‘No follow’ links to block SEO benefit to
us or advertiser

19. (examples of social media)

21. Disclose That! Warning Signs
@carolfowler
#SMWdisclose
--Review is entirely positive – no 360° view
--No commenting / negative comments deleted
--The author is unknown and/or has no track record of
objectivity
--Product endorsements are all they do.

22. Do I Need a Disclosure?
• Do you have a financial interest in what
you’re writing about?
• Is your writing subject to review by an
outside party?
• Are you getting free product?
• Was the topic your idea?
• If you were the reader, would you
appreciate knowing the backstory?
@carolfowler
#SMWdisclose

23. When in doubt, tell your audience
Disclosure is seen as a weakness, an
admission, something to be embarrassed
about, apologetic for, an awkward fact
that makes writing less worthy.
REALITY: It makes your content stronger,
more credible, builds trust.
@carolfowler
#SMWdisclose

24. Thank you!
@carolfowler
@carolfowler
#SMWdisclose