Andy Sernovitz on Disclosure: “Disclosure is Easy”

Web 2.0

The next presentation at BlogWell after Ken Kaplan’s Intel presentation and John Earnhardt’s description of what Cisco was doing on the video side, was Andy Sernovitz’s presentation about disclosure best practices. Disclosure is utmost important in social media usage within firms. This ethical issue has to be thought through very carefully by social media managers, and not just by lawyers. “Disclosure is essential”, Andy said, it is “the only way to be successful”.

But he also insisted that “disclosure is easy”. It is about “saying you are and who you work for”. In essence, it means that you have to say “I work for such and such and this is my personal opinion”. This applies to you blogging on behalf of your company and can also apply to you managing bloggers doing the same thing on your behalf, be they internal or external. As a matter of fact, it is also fairly applicable to you when blogging for yourself on your personal blog in case you have a full time job somewhere else. It’s a matter of honesty and transparency, which is very much in synch with the early versions of what used to be called netiquette.

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Yann Gourvennec

CEO & Founder at Visionary Marketing
Yann has a long-standing experience in marketing, information systems and Web marketing. He created in 1996 and since then, he has practiced Web strategy, e-business and Web communications in the field. He was a member of from 2008 till 2013. He is a lecturer, a keynote speaker, an author and blogger. In early 2014, he went from intrapreneur to entrepreneur when he founded his digital marketing agency Visionary Marketing.
Yann Gourvennec
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4 thoughts on “Andy Sernovitz on Disclosure: “Disclosure is Easy”

  1. Disclosure might be part of the etiquette however, its also part of the biggest concern on the web. Who are you? Are you who you say you are? Can I trust you? What do you want from me and why are you targetting me/following me/spamming me?

    What is the solution that will enable us ro verify identity?Pretty please, leave your real name … thats starting to break down.

    1. Very good point on verifying Internet users’ identities. I suggest that you read my post on Online Reputation Management at which provides tips and tricks for you to check on other people’s reputation on the Net. It doesn’t solve the issue entirely but at least it will help you when you need information on people. Having said that, one thing I have noticed in my 15 year practice of the Internet is that conversations often start on the Internet and good relationships – kick-started online – are more often than not those that are continued IRL.

      And like it or not, it’s by talking to people in person that you really get to know them. The Internet is also a fantastic tool for you to initiate new encounters in real life, I don’t believe in an Internet of Zombies who don’t interact beyond their online monickers. If a company is serious about disclosure and you have a doubt or question, you should be able to get back to that person and get feedback. If you don’t, it probably means that they’re not getting disclosure right.

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