Social media sales strategies

Managing transparency in PR and SM

Social media icons like dislikeBy Jesse Torres

Blogger Lisa Brauner describes the concept of honesty and transparency on the Workplace Privacy Counsel blog. Her article entitled “Caveat Employer: Let the Employer Beware of Employee Endorsements on Social Media Websites,” very clearly defines why honesty and transparency are not only a necessity from a public relations perspective, but also from a legal liability perspective.

According to Ms. Brauner, organizations must be aware of the risks posed by employees as a result of product and service endorsements made by employees on social media platforms. Ms. Brauner notes that organizations are subject to the October 2009 Federal Trade Commission guidance (Guides Concerning Use of Endorsements and Testimonials in Advertising), which protects consumers from misleading endorsements and advertising.

The Federal Trade Commission guidance makes clear that those employers whose employees use social media to make misleading comments regarding their employer’s products or services, face potential liability, even in cases where the employer has no knowledge of the employee’s social media activities.

The Federal Trade Commission guidance states that employees endorsing their employer’s products or services have a duty to disclose to their audience their relationship to an employer at the time they give the endorsement or testimonial. If employees make misleading statements about the employer’s products and services that result in injury to consumers, the Federal Trade Commission may bring an enforcement action against the employer.

Ms. Brauner also states that postings on social media platforms can reach wide audiences and as such, employers may be vulnerable to large-scale liability such as class-action lawsuits by consumers and/or legal action by state attorney generals.Managing public relations and social media

For publicly traded companies, honesty and transparency also has implications relative to Rule 10b-5. According to, Rule 10b-5 is “a regulation formally known as the Employment of Manipulative and Deceptive Practices that was created under the Securities Exchange Act of 1934. This rule deems it to be illegal for anybody to directly or indirectly use any measure to defraud, make false statements, omit relevant information or otherwise conduct operations of business that would deceive another person; in relation to conducting transactions involving stock and other securities.”

The need for transparency and honesty, however, does not mean that employees should disclose confidential company and customer information or proprietary information (e.g., trade secrets, etc.) that can have an adverse effect on the organization. Being honest and transparent does not mean that all information should be shared.

Based upon the public relations and legal risks posed by misleading comments on social media platforms, it is very clear that organizations should develop a formal, written social media policy that ensures that the company conducts itself in an honest manner and consistent with the norms of the social media community.


 About Jesse TorresJesse_Torres

Jesse Torres has spent nearly 20 years in leadership and executive management posts, including executive management roles at financial institutions. In 2013 the Independent Community Bankers of America named him a top community banker influencer on social media. He is a frequent speaker at financial services and leadership conferences and has written several books. He hosts an NBC News Radio show called Money Talk with Jesse Torres.
Follow @jstorres or contact

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