Social Media Marketing Compliance Trends for 2021

Social Media Marketing Compliance Trends for 2021

Whether you’re managing your own accounts or working with a digital marketing agency, there are many rules to follow to keep your profiles compliant and in good standing with each platform. Also, you’ll find protections in place for users that vary by country. Knowing the latest compliance can help you stay one step ahead and shield your brand’s social media accounts.

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Confidentiality

Confidentiality is another element of social media compliance. As platforms continue to gain users, many wonder what happens to the data submitted to them. Facebook has faced scrutiny over the amount of access the company gives to third-party applications, which led to the company downscaling these apps and requiring more user-end permissions.

Understandably, people are concerned about their information being sold without their knowledge, so this topic will likely continue to be a concern for users and marketers alike. Platforms will likely continue to tighten their policies and place stricter regulations on third-party applications to combat the sale of personal information.

As a result, brands should ask if their digital marketing agency uses apps to manage their pages and if they’re following each platform’s terms of service.

This would be an excellent time to review your agreements with them to ensure that you’re both on the same page and understand each party’s responsibility in maintaining compliance.

Fraud

Fraud is another trend affecting social media compliance, particularly in the world of influencer marketing. As more brands announce their budgets for influencer campaigns, it has become a target for scam artists who try to pose as influencers and then ask for money. These scammers can even create fake brands and websites to make it look like they are established influencers.

Marketers need to remain vigilant against this type of activity, especially on Instagram, where bloggers can be incredibly influential and brands more vulnerable. Brands should review the guidelines outlined by each platform first before engaging with influencers. Additionally, working with a marketing agency can help identify influencers with whom your brand would resonate most, allowing you to spot suspicious profiles easily.

When it comes to Twitter and Facebook, there is no question that fake profiles violate their terms of service. Marketers should watch these types of accounts and report them if there’s a problem because they also skew your page’s analytics.

Marketing Claims

Government watch groups worldwide are keeping an eye on marketing claims, especially regarding all the misinformation from COVID-19. Some countries have already started implementing laws requiring companies to label ads and be more transparent about the released information types.

As a result, brands should pay close attention to what is said and written by their employees to stay compliant with each country’s requirements, especially when it comes to paid advertising.

As we move into 2022, marketers can expect to see stricter guidelines on marketing claims, particularly when it comes to health care.

As with many areas of the law, social media compliance is constantly evolving, so marketers need to stay updated on any changes that could affect their accounts. While some platforms are stricter than others when it comes to policy enforcement, Facebook and Twitter remain the two that don’t tolerate violations.

Marketers should also watch similar platforms, such as TikTok and Instagram, which are growing in popularity.

Access and Archives

It is unclear whether this will affect social media compliance in the future, but marketers must be aware of the rules surrounding access and archives.

Since the GDPR went into effect in 2018, brands have been auditing their records or working with companies to help keep them in compliance to protect consumers’ data in the UK. Marketers should expect this trend to continue.

How to Protect Your Brand on Social Media

As with all things digital, social media compliance will continue to change and evolve in the coming years. Marketers should monitor each platform’s policy closely, as well as stay up to date with the latest news surrounding social media marketing.

Speak with your digital advertising provider about any guidelines in place for employees to follow when updating or working on your company’s social media platforms. If you don’t have a written procedure, now would be the time to draft one.

As it stands right now, marketers must be extra careful about their accounts remaining compliant. If you have any questions or concerns regarding whether your digital marketing agency is keeping your company compliant, be sure to speak out so you can avoid costly fines and damage to your business’s reputation. You need to stay within the parameters of the various regulations as you build your brand to have a solid foundation.

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