ASB Rules That A Company’s Facebook Page Is A Marketing Communication Tool

Oh look out Marketing, you need to keep a very close eye on your Facebook page.

The Advertising Standards Board (ASB) has just made managing your facebook more onerous. Following a complaint about the official Smirnoff facebook page.

“The complaint raised concerns about comments made by the brand’s Facebook “fans”, which included obscenity, sexism, racism, and depictions of irresponsible drinking, and argued that Diageo, Smirnoff’s parent company, has an obligation to police the activity of its fans on the Smirnoff Facebook page.”

Smirnoff Facebook Page
Smirnoff Facebook Page

John Swinson, a partner at King & Wood Mallesons told SmartCompany the following:

1. Don’t pay Facebook users

“First, don’t pay people to say things on your Facebook page, or pay people to be authentic users, because that is misleading and deceptive of itself,” Swinson says.

2. Monitor your business’ Facebook page and the internet and remove offensive comments

“Second, you should be monitoring the internet, and not just Facebook, to see what is being said and if it is untrue, then deal with it,” Swinson says.

“If things are inappropriate or highly offensive they should come down. That is what brand owners are doing at the moment.”

3. Reply to incorrect or misleading comments to correct them

“If someone is posting something not offensive but incorrect or misleading, I think you should correct it rather than take it down,” Swinson says.

“Rather than censoring, which I think is going too far, I think commenting to correct the record is the appropriate thing to do.”

SOURCE: SmartCompany Monday 06 August, 2012

About Derek

Derek has worked in the Sales & Marketing Consulting and CRM industries for over 17 years. He's consulted to companies here and overseas helping them develop processes to support their lead generation, marketing and sales businesses. He sees CRM as an enabler and not a solution by and of itself. Implemented with users in mind and a clear view of defined processes, companies can derive great value from their CRM.

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