A few months ago industry watchdog the Advertising Standards Bureau ruled that brands need to take responsibility for comments made on their Facebook pages.
Alina Bain, acting CEO of the Australian Association of National Advertisers commented at the time that there was essentially a duty of care that all brand owners and advertisers accepted to avoid comments being posted that were misleading or breached restrictions in what is essentially a self-regulatory system.
As most of us agree, it’s about the ability to moderate and manage while not destroying the integrity and spirit of social media, remembering that it is conversation and engagement that brands need to foster.
This week the AANA issued new guidelines on best practice for brands in the digital space. On a very basic level it works as a reminder and benchmark for responsible management of UGC (user generated content) on a brand’s digital platform but with the intention to help rather than hinder genuine conversation and interaction. Check out the AANA best practice guidelines which were published on Mumbrella this week.
Posted by Kim Holliday