Be careful about what you, your employee or even your customer tweets about your company or you could find the Federal Trade Commission on your case. That is a word of warning from a Los Angeles-based attorney.
"The FTC's new guidance makes it clear that in many instances companies that are involved in encouraging consumer word of mouth about their products or services in non-traditional media, including by sampling, recommendation marketing and online street teams, will be responsible as the advertiser for what the consumer says," explained Alan L. Friel, a partner with Wildman Harrold Allen & Dixon LLP who counsels clients regarding the legal and regulatory issues involved in marketing using evolving media.
"The FTC has placed the burden of the risk on both the so-called sponsor and the consumer speaker, i.e. on companies and marketers as well as bloggers, tweeters, and those providing user generated content on Web sites."
Companies need to have policies in place for the use of social media to make certain those who put out testimonials on behalf of the company are not making misleading statements.
Meanwhile, a recent survey by Robert Half Technology, Menlo Park, Calif., finds that less than 20% of the chief information officers surveyed allowed company employees to use social media while at work for business purposes only.
More than half, 54%, said their company prohibits use of the social media completely.
"Using social networking sites may divert employees' attention away from more pressing priorities, so it's understandable that some companies limit access," said Dave Willmer, executive director of Robert Half Technology. "For some professions, however, these sites can be leveraged as effective business tools, which may be why about one in five companies allows their use for work-related purposes."
Robert Half Technology offers the following tips for protecting your professional reputation when using social networking sites:
Know what's allowed. Make sure you understand and adhere to your company's social networking policy.
Use caution. Be familiar with each site's privacy settings to ensure personal details or photos you post can be viewed only by people you choose.
Keep it professional. Use social networking sites while at work to make connections with others in your field or follow industry news, not to catch up with family or friends.
Stay positive. Avoid complaining about your manager and coworkers. Once you've hit submit or send, you can't always take back your words and there's a chance they could be read by the very people you're criticizing.
Polish your image. Tweet or blog about a topic related to your profession. You'll build a reputation as a subject matter expert, which could help you advance in your career.
Monitor yourself. Even if your employer has a liberal policy about social networking, limit the time you spend checking your Facebook page or reading other people's tweets to avoid a productivity drain.The FTC's social media policy is available at
