Peazie general manager Jayson Hornibrook welcomes ASB ruling of brands being responsible for content on Facebook pages
Jayson Hornibrook, general manager of social media marketing start-up Peazie believes the Advertising Standards Bureau's (ASB) ruling will elevate social to mainstream.The ruling, derived from a complaint against alcohol brand Diageo, will see brands become responsible for content written by fans, with Facebook pages managed by brands now considered to be a form of advertising by the ASB.
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Says Hornibrook: "A brand page is just like a website only social, which
means you're now legally responsible for the content. Social media is
not black and white and this finding will only make things clearer for
brands on Facebook.
"Every other mainstream media channel is responsible for what it says and does and it should be no different for social, making rulings like the ASB's necessary."
Having deployed social media campaigns for brands including L'Oreal, Oakley and Warner Bros, Mr Hornibrook says brands are now using Facebook as an integrated one-stop shop, similar to a website but powered by social connections.
Says Hornibrook: "There is now a clearer return on investment when it comes to Facebook, with more and more brands integrating purchasing functions on Facebook.
"Consumers can also enter competitions, browse catalogues and search for store locations via a brand's Facebook page, all things you'd generally find on a website."
"Every other mainstream media channel is responsible for what it says and does and it should be no different for social, making rulings like the ASB's necessary."
Having deployed social media campaigns for brands including L'Oreal, Oakley and Warner Bros, Mr Hornibrook says brands are now using Facebook as an integrated one-stop shop, similar to a website but powered by social connections.
Says Hornibrook: "There is now a clearer return on investment when it comes to Facebook, with more and more brands integrating purchasing functions on Facebook.
"Consumers can also enter competitions, browse catalogues and search for store locations via a brand's Facebook page, all things you'd generally find on a website."
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