As a marketer, it’s very important to maintain transparency while engaging in social media.

For the first time since the 80’s the FTC (Federal Trade Commission) is revising policies regarding testimonials and endorsements. Today, more marketers are utilizing social media so the FTC is attempting to enforce stricter policies regarding social media and transparency. The goal is to hold marketers responsible for false claims and penalize them for not identifying their motives in the social media arena. I’m sure here in Canada policies are also being revised I was unable to find any Canadian articles addressing the issue.

Don’t wait for regulations to mimic how you interact with your target, remember what marketing in the social media space means. It involves searching out the target and asking permission to engage with them. It’s not like traditional media where you shout and hope they listen, for this honesty is always the best policy. If you don’t identity yourself it will likely come out later and result in distrust with brand.

I currently comment, post and Twitter for a variety of different clients. In all cases I’ve made it clear I represent a particular brand with motives of engaging with consumers and potential purchasers. Before jumping in I make a point of familiarizing myself with the discussion. It helps me find the right moment to introduce myself. Commenting on something already being discussed will increase chances that forum readers are more likely to read and engage rather than scroll over my message like they do most spam messages.

In my introduction post I always inform every one of my name, my company and the client I am working with. In most cases forum readers were pleased to see their brand reaching out to them. I’ve received a lot of very insightful feedback from consumers regarding the brand. I’ve made connections and am certain that in the future if I need any consumer insights for a category I will have these relationships to draw from. I trust their feedback and I hope they feel they can trust me.

In closing I’d like to reiterate my point - in the world of social media honesty is currency to build a relationship between customers and your brand.