CHAPTER 5

Social Media Policy and Guidelines: The Rules of Engagement

At this point, you should see social media as a business tool, not just a marketing channel. Social media will have a big impact on the way in which your business operates for the foreseeable future. Over 2 billion social media consumers cannot be wrong (Smith 2016)! So, your company has a decision to make—is it on or off the social media bus? We hope, given that you have made it all the way to Chapter 5, that you have jumped on board. But proceed with caution. For all the benefits of social word of mouth (sWOM), there can be negative consequences of embracing social.

In Chapter 4, we examined the Federal Trade Commission’s (FTC) Guidelines for Endorsements and Testimonials. ...

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