Employee advocacy, aka employee engagement via social media, has been a hot trend with marketers, PR professionals, and business owners. This is because, in many ways, a company’s own employees are the best folks to endorse and promote the company’s own products and services, as well as the products and services of clients and customers. However, harnessing this power takes advanced preparation, guidance and a thoughtful process.
Recently, Deutsch LA caught the attention of the Federal Trade Commission (“FTC”) when its employees used Twitter to promote a client’s product (Sony’s PS Vita game console). Specifically, the FTC alleged that various Deutsch LA employees posted positive tweets about the PS Vita to their personal Twitter accounts, without disclosing their connection to Deutsch LA or Sony (a client). The FTC charged that the employee tweets were misleading, as they did not reflect the views of actual consumers who had used the PS Vita, and because they did not disclose that they were written by employees of Deutsch LA.
In my January 2015 article titled “Employees’ Tweets Lead to FTC Enforcement” I explore the FTC’s allegations against Deutsch LA and provide some best practices for companies who have employees who use social media (so just about every employer).