This month yet another PR gaffe is making national headlines: the Topps Company (maker of the “Ring Pops” jewel-shaped candy on a plastic ring) may be investigated by the FTC for their most recent social media campaign – #RockThatRock – a promotion that invited teenagers to upload photos of themselves wearing Ring Pops to Facebook, Twitter and Instagram. The complaint alleges the campaign violates the Children’s Online Privacy Protection Act by collecting and disclosing personal data from children under 13 without their parents’ permission.
These stories are the best reminders to never venture into a social media campaign without doing your homework first.
- Do you understand applicable rules and regulations, including FTC and individual platform guidelines?
- Do you have the resources to support the promotion once it’s launched? Is there a plan for community management as participation grows?
- What are the goals of this contest? Are they clear and realistic?
- What are the guidelines for engaging audiences of various ages?
- Is there a plan in place to respond to negative feedback or reactions to the promotion?
Good advice.
