A good marketing department knows how to generate product buzz by leveraging influencers and promotions. The challenge is to avoid being stung by the Federal Trade Commission’s Endorsement Guides, other regulations and state laws relating to truth in advertising, or by platforms themselves.
Marketing departments and firms have scrambled to integrate social media advertising into their strategies. Mobile devices and social media have risen to a prominent place in the lives of many consumers, particularly those in the valuable younger demographics, who have never known a world without computers and cell phones. They have already unplugged from conventional TV and cable.
Social media platforms—such as Twitter, Facebook, Instagram and many others—are learning how to market to these users. In April 2015, EMarketer.com reported, “Advertisers in the US and Canada place a premium on social media and will ramp up paid spending on social networks 31% this year to pass $10 billion for the first time.”
The chief marketing officer of Council World Wide reported that as of March 2015, 95% of brands tweet, most of them several times per day, and nearly half of brands reply to at least one tweet per day. These numbers are expected to rise rapidly in the years to come. Yet in February 2015, 83% of consumers reported that they have had a bad experience with social media marketing.
Click to read the full article: Generating Buzz Without Being Stung: Stay On the Right Side of the FTC with These 17 Marketing Guidelines