Member Meeting 15
May 4-5, 2011
Washington, D.C.

Focus on: Disclosure: How, when, and why

Featuring pre-conference case studies from:

UnitedHealth Group

Heather Polivka, Director of Employment Marketing

Learn how UnitedHealth Group is redefining the recruiting process with social media.


USA-Today

Glenna DeRoy, Social Media Analyst

Learn how USA TODAY made charity cooler than Justin Bieber with their Twitter campaign.


ConAgra Foods

Gena Mazzeo, Manager of PR/Social Media

Learn how ConAgra Foods uses social media to increase brand engagement.


Delta

Rachael Rensink, Manager of Social Media, and Jerry Fletcher, Manager of Online Support & Social Media

Learn how Delta Air Lines is engaging with their customers through social media.


US Navy

David Werner, Captain, Director-Defense Media Activity Anacostia

Learn how the U.S. Navy approached several recent, high-profile episodes where public debate manifested itself on Navy social media properties.


IRS

Jan Deneroff, Deputy Chief Communications & Liason

Learn how the Internal Revenue Service is moving social media forward in a sensitive environment.


Discovery Communications

Amber Harris, Director of Social Media, and Gayle Weiswasser, VP of Social Media Communications

Learn how Discovery Channel, TLC, and other Discovery Communications networks are creating social experiences around TV shows using new social platforms.


National Association of REALTORS

Todd Carpenter, Director of Digital Engagement

Learn how the National Association of REALTORS uses social media to drive web traffic and engagement around its annual convention.


What the meeting was like

More than 65 people from 50 big brands joined us for our Member Meeting at the House of Sweden in Washington, D.C. on May 5, 2011. The morning theme for the meetings was “Disclosure: How, when, and why.”

We discussed all parts of social media ethics, including knowing what kinds of communications need disclosure, making sure disclosure is clear and obvious, working with bloggers and agencies to ensure proper disclosure, and developing a policy to protect your social media efforts. We also reviewed our Disclosure Best Practices Toolkit, a series of checklists we created three years ago to help companies address this very issue.

We ended the day in a private conversation with Mary K. Engle, Director of the FTC’s Division of Advertising Practices, who addressed a lot of our questions on how to disclose on various platforms, how to design policies for employees in social media, and how to keep disclosure open and obvious.


Our guest speaker: Mary K. Engle

We closed the day by talking disclosure with the person who knows the rules best: Mary K. Engle, Director of the Federal Trade Commission’s Division of Advertising Practices.

Mary’s division regulates all national advertising matters, and in October 2009, it issued the Guides Concerning the Use of Endorsements and Testimonials in Advertising. Those guidelines are the latest direction from the government on proper and ethical use of corporate social media and include specific instruction on what companies can do to limit their liability.

We had the unique chance to ask Mary direct questions about the FTC’s guidelines, which is the perfect follow-up to our morning discussion regarding best practices for disclosure.

A graduate of Harvard University and the University of Virginia Law School, Mary has worked at the FTC for more than 20 years. We’re honored she’ll join us for a face-to-face conversation about an issue that’s vital to all of us.