DMA warns social media marketers to ‘do their homework’
The Direct Marketing Association (DMA) has warned social media marketers to ‘do their homework’ in order to make sure campaigns comply with marketing policies at the top four platforms.
Each social media platform – including Facebook, Twitter, LinkedIn and YouTube - has its own policy regarding the hosting of marketing promotions, games and apps. Marketers must design their campaigns around these requirements, or platforms have the right to exclude campaigns for not meeting their criteria.
The warning comes as the DMA announces the launch of its new free service, the Social Media Helpdesk, which runs in conjunction with Syncapse to provide marketers with advice on how to comply with policies.
Richard Evans, the DMA’s head of legal and compliance services, said: “Social media platforms have strict rules concerning the marketing apps, games and promotions they accept on their websites. Marketers need to do their homework on these conditions and restrictions, or else they run the real risk of producing work that platforms refuse to host.
“We’re aware of a number of companies that have been left out of pocket because of their ignorance of platforms’ marketing policies. Our helpdesk can help marketers avoid rushing into creating a social media campaign that falls at the last hurdle.”