From 1 March 2011 the ASA’s online remit now extends to cover companies’ own marketing claims on their own websites and in other non-paid for space they control. This landmark development brings enhanced consumer protection, particularly for children.

We already regulate internet ads in paid-for space, like banner ads, pop-ups and paid search results, but our new responsibilities mean that we now apply the same high standards to marketing communications on companies own websites and in other non-paid space they control, like Facebook and Twitter.

The UK Code of Non-broadcast Advertising, which includes rules to make sure advertisements do not mislead, harm or offend, will be applied to all UK based company websites regardless of the sector or size of business or organisation.

Since 2008, we have received over 4,500 complaints that we couldn’t deal with, but now anyone who has a concern about an online marketing communication will be able to turn to us. Not only is this good news for consumers, it is also good for business – marketing communications that are trusted are more likely to work and deliver value.

The extension to the ASA’s remit was in response to a recommendation from the UK ad industry, which has a long history of being committed to ensuring ads across media are legal, decent, honest and truthful. By extending the ASA’s remit, industry has responded to consumers’ demands.

Advertising self-regulation has been successful in keeping advertising standards high for almost 50 years. Our new online remit shows that we are continuing to keep pace with changes in technology for the benefit of consumers, business and society.

Source: http://www.asa.org.uk/

Social Media is not just about “spreading the word” about your brand. Engagement with consumers in real time is much more important and this is what adds value to your business. Going into Social Media is much like having a “love affair” with your public. They need to feel well when being around your brand. Which are the 5 main rules for establishing “loving and lasting” relationship with your consumers through social media. –

Research and plan

Researching on what your public is interested, and planning your social media campaign around that, is probably “half a battle won”. Research for where your customers go, which websites, forums, social media… and be there! Don’t waste your time on sites where your target audience would never go – like gaming space if you are targeting mums with babies and toddlers (do you think they would have time for games). If you are in the beauty industry, for instance, see if your consumers are interested in things like any potential side effects of your products on the skin, impact on environment and animal testing. If there are any concerns about is, explain your point of view in a friendly conversation. But it is important not to lie! Always…

Be Honest

Telling people the truth (in this case about your company, services or products) is the essential for building your reputation and positive image. People will trust you that way. And what is more important – if you ever make a mistake, they would be more prone to “forgive” you.

Engage

Have something to say? – Then say it in an interesting and engaging way. Don’t just throw random messages in the social media space. Every post in your blog, Tweeter message or LinkedIn discussion should be planned around your social media strategy (yes, you need to have one). Respond to question and comments from people visiting your social media networking sites, commend other posts in competitors’ blogs, re-tweet and share. Use tools and widgets to spread the word as fast and wide as possible like having a “share” button next to your posts, or connecting your tweeter, facebook and LinkedIn accounts, so that your say will reach everyone at once.

Listen, listen, listen

Well, talking and sharing ideas is important, but it is now time to start listening to your public, too. Unhappy customer? – see why, think about the reasons and answer immediately. Show respect and understanding – everyone would appreciate it and would feel flattered by your attention.

Be One Step Ahead of Competitors

Monitoring what competitors do, track your reputation by using online tools or software. Trackur, twitrrart, trendpedia, socialmention, buzzlogic insights, xefer, streamwall, socialminder, blogpulse, or even simple google alerts could be of great help in that. See what the trends are, what consumers in your industry are interested in, and what competitors are already doing, and be “one step ahead”. Provide more information, interact, proved an extra attention. This “extra” effort might do the job and make you the winner.

Sounds much like being in a relationship, doesn’t it?

Moms of the world are uniting. Online. While we’ve all heard about the staggering number of moms who play social games, that was 2009′s mommy stat: now, moms are dispersing to social media in general. A new study released today tells a tale of extremely active moms looking to leverage their social networks for product discovery, purchase and recommendations.

Child’s Play Communications, commissioned by The NPG Group released the “Social Media Moms: How Networking Impacts Purchasing Behaviors” study which asked over 2,000 moms about their social media habits.

The US-based study found that 79% of all moms with children under the age of 18 were active on social media. The study broadly defines active as someone who currently belongs to a social network, or who reads, writes or comments on blogs.

Marketers will want to perk up for these next results: 23% of these social media moms have purchased a children’s product as a result of a review or recommendation they read on social media. And the most active moms are even more influenced by their online social networks, with 43% of those who log on at least once a day report purchasing based on a review they read online.

Of those who report purchasing a children’s product because of something they read on their social networks, 55% said that this recommendation came directly from a personal review blog – not a corporate-sponsored Twitter account or online advertisement on the side of Google search.

And Facebook is, of course, a huge influencer as well. 40% of the moms who report purchasing something because of what they read online said that the recommendation that drove them to make the purchase came from Facebook.

Anita Frazier, Industry Analyst for The NPD Group, sees opportunity in the “mom market” online:

“Social media has become an enormous influence on purchasing, and savvy marketers have certainly begun to embrace this vehicle when messaging to moms. But many marketers have yet to fully realize the potential of social media and the power of peer group recommendations, which means more opportunities are on the horizon.”

If these numbers track to the general population of moms online, we’re looking at a huge market with plenty of untapped potential. There are mom-only networks oriented towards connecting moms with reviews for the products they’re most interested in out there, but there are plenty of opportunities for marketers to reach out to this web-savvy, highly-active community.

(This post firt appeared on socialtimes.com)