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Hines</option><option class="parent" value="http://www.adotas.com/author/emly-rex/">Emily Rex</option><option class="parent" value="http://www.adotas.com/author/ericobeck/">Eric Obeck</option><option class="parent" value="http://www.adotas.com/author/erin-cigich/">Erin Cigich</option><option class="parent" value="http://www.adotas.com/author/erin-madorsky/">Erin Madorsky</option><option class="parent" value="http://www.adotas.com/author/erin-ogrady/">Erin OGrady</option><option class="parent" value="http://www.adotas.com/author/ernie-mosteller/">Ernie Mosteller</option><option class="parent" value="http://www.adotas.com/author/forbescom/">Forbes.com</option><option class="parent" value="http://www.adotas.com/author/fred-waters/">Fred Waters</option><option class="parent" value="http://www.adotas.com/author/gal-trifon/">Gal Trifon</option><option class="parent" value="http://www.adotas.com/author/garyangel/">Gary Angel</option><option class="parent" value="http://www.adotas.com/author/garybaker/">Gary Baker</option><option class="parent" value="http://www.adotas.com/author/gary-wang/">Gary Wang</option><option class="parent" value="http://www.adotas.com/author/gaston-legorburu/">Gaston Legorburu</option><option class="parent" value="http://www.adotas.com/author/george-h-simpson/">George H. Simpson</option><option class="parent" value="http://www.adotas.com/author/gerrymcgoldrick/">Gerry McGoldrick</option><option class="parent" value="http://www.adotas.com/author/ginamlarson/">Gina M Larson</option><option class="parent" value="http://www.adotas.com/author/glenn-pingul/">Glenn Pingul</option><option class="parent" value="http://www.adotas.com/author/globe-and-mail/">Globe and Mail</option><option class="parent" value="http://www.adotas.com/author/gnet_admin/">gnet_admin</option><option class="parent" value="http://www.adotas.com/author/gonzalo-e-mon/">Gonzalo E. Mon</option><option class="parent" value="http://www.adotas.com/author/grace-duggan/">Grace Duggan</option><option class="parent" value="http://www.adotas.com/author/gregbate/">Greg Bate</option><option class="parent" value="http://www.adotas.com/author/greg-jarboe/">Greg Jarboe</option><option class="parent" value="http://www.adotas.com/author/gregm/">Greg Morey</option><option class="parent" value="http://www.adotas.com/author/gregpulier/">Greg Pulier</option><option class="parent" value="http://www.adotas.com/author/guy-maser/">Guy Maser</option><option class="parent" value="http://www.adotas.com/author/harald-anderson/">Harald Anderson</option><option class="parent" value="http://www.adotas.com/author/harry-webber/">Harry Webber</option><option class="parent" value="http://www.adotas.com/author/heatherbaumann/">Heather Baumann</option><option class="parent" value="http://www.adotas.com/author/heatherbonura/">Heather Bonura</option><option class="parent" value="http://www.adotas.com/author/heather-luttrell/">Heather Luttrell</option><option class="parent" value="http://www.adotas.com/author/holgerkamin/">Holger Kamin</option><option class="parent" value="http://www.adotas.com/author/ian-strain-seymour/">Ian Strain-Seymour</option><option class="parent" value="http://www.adotas.com/author/information-week/">Information Week</option><option class="parent" value="http://www.adotas.com/author/ivan-purdie/">Ivan Purdie</option><option class="parent" value="http://www.adotas.com/author/jack-gordon/">Jack Gordon</option><option class="parent" value="http://www.adotas.com/author/jaime/">Jaime Gottlieb</option><option class="parent" value="http://www.adotas.com/author/james-delaney/">James Delaney</option><option class="parent" value="http://www.adotas.com/author/jameson-hsu/">Jameson Hsu</option><option class="parent" value="http://www.adotas.com/author/jane-paolucci/">Jane Paolucci</option><option class="parent" value="http://www.adotas.com/author/janet-driscoll-miller/">Janet Driscoll Miller</option><option class="parent" value="http://www.adotas.com/author/jason-brown/">Jason Brown</option><option class="parent" value="http://www.adotas.com/author/j/">Jason Jaramillo</option><option class="parent" value="http://www.adotas.com/author/jasonkuperman/">Jason Kuperman</option><option class="parent" value="http://www.adotas.com/author/jason-menayan/">Jason Menayan</option><option class="parent" value="http://www.adotas.com/author/jaygoss/">Jay Goss</option><option class="parent" value="http://www.adotas.com/author/jayne-a-hitchcock/">Jayne A. Hitchcock</option><option class="parent" value="http://www.adotas.com/author/jean-eric-penicaud/">Jean-Eric Penicaud</option><option class="parent" value="http://www.adotas.com/author/jed-alpert/">Jed Alpert</option><option class="parent" value="http://www.adotas.com/author/jeddgould/">Jedd Gould</option><option class="parent" value="http://www.adotas.com/author/jef-loeb/">Jef Loeb</option><option class="parent" value="http://www.adotas.com/author/jeffadelsonyan/">Jeff Adelson-Yan</option><option class="parent" value="http://www.adotas.com/author/jeffcarlisle/">Jeff Carlisle</option><option class="parent" value="http://www.adotas.com/author/jeff-einstein/">Jeff Einstein</option><option class="parent" value="http://www.adotas.com/author/jeff-weitzman/">Jeff Weitzman</option><option class="parent" value="http://www.adotas.com/author/jeffrey-sage/">Jeffrey Sage</option><option class="parent" value="http://www.adotas.com/author/jen-sangbush/">Jen Sangbush</option><option class="parent" value="http://www.adotas.com/author/jenniferfloren/">Jennifer Floren</option><option class="parent" value="http://www.adotas.com/author/jere-doyle/">Jere Doyle</option><option class="parent" value="http://www.adotas.com/author/jesseshannon/">Jesse Shannon</option><option class="parent" value="http://www.adotas.com/author/jimcalhoun/">Jim Calhoun</option><option class="parent" value="http://www.adotas.com/author/jim-larrison/">Jim Larrison</option><option class="parent" value="http://www.adotas.com/author/jim-meyer/">Jim Meyer</option><option class="parent" value="http://www.adotas.com/author/jimnail/">Jim Nail</option><option class="parent" value="http://www.adotas.com/author/joechin/">Joe Chin</option><option class="parent" value="http://www.adotas.com/author/joelbreen/">Joel Breen</option><option class="parent" value="http://www.adotas.com/author/joellunenfeld/">Joel Lunenfeld</option><option class="parent" value="http://www.adotas.com/author/joelle-gropper-kaufman/">Joelle Gropper Kaufman</option><option class="parent" value="http://www.adotas.com/author/john-federman/">John Federman</option><option class="parent" value="http://www.adotas.com/author/johnfederman/">John Federman</option><option class="parent" value="http://www.adotas.com/author/johnhavens/">John Havens</option><option class="parent" value="http://www.adotas.com/author/johnmanoogian/">John Manoogian</option><option class="parent" value="http://www.adotas.com/author/john-mccarthy/">John McCarthy</option><option class="parent" value="http://www.adotas.com/author/johnmelideo/">John Melideo</option><option class="parent" value="http://www.adotas.com/author/johnouren/">John Ouren</option><option class="parent" value="http://www.adotas.com/author/johnrodkin/">John Rodkin</option><option class="parent" value="http://www.adotas.com/author/johnny-boston/">Johnny Boston</option><option class="parent" value="http://www.adotas.com/author/jonathankendall/">Jonathan Kendall</option><option class="parent" value="http://www.adotas.com/author/johnglogau/">Jordan Glogau</option><option class="parent" value="http://www.adotas.com/author/josephgray/">Joseph Gray</option><option class="parent" value="http://www.adotas.com/author/josephmatheny/">Joseph Matheny</option><option class="parent" value="http://www.adotas.com/author/joshlinkner/">Josh Linkner</option><option class="parent" value="http://www.adotas.com/author/joshua-levy/">Joshua Levy</option><option class="parent" value="http://www.adotas.com/author/juliecolwell/">Julie Colwell</option><option class="parent" value="http://www.adotas.com/author/julie-kennedy/">Julie Kennedy</option><option class="parent" value="http://www.adotas.com/author/justin-cooper/">Justin Cooper</option><option class="parent" value="http://www.adotas.com/author/kaimacmahon/">Kai MacMahon</option><option class="parent" value="http://www.adotas.com/author/kathleen/">Kathleen</option><option class="parent" value="http://www.adotas.com/author/kathleen-brush/">Kathleen Brush</option><option class="parent" value="http://www.adotas.com/author/ken-miller/">Ken Miller</option><option class="parent" value="http://www.adotas.com/author/kennethmusante/">Kenneth Musante</option><option class="parent" value="http://www.adotas.com/author/kevin-chou/">Kevin Chou</option><option class="parent" value="http://www.adotas.com/author/kevinsladek/">Kevin Sladek</option><option class="parent" value="http://www.adotas.com/author/kf-lai/">KF Lai</option><option class="parent" value="http://www.adotas.com/author/kiran/">Kiran Aditham</option><option class="parent" value="http://www.adotas.com/author/kirby-winfield/">Kirby Winfield</option><option class="parent" value="http://www.adotas.com/author/larrybraitman/">Larry Braitman</option><option class="parent" value="http://www.adotas.com/author/lars-albright/">Lars Albright</option><option class="parent" value="http://www.adotas.com/author/laurenkerensky/">Lauren Kerensky</option><option class="parent" value="http://www.adotas.com/author/lawrenceng/">Lawrence Ng</option><option class="parent" value="http://www.adotas.com/author/lee-aho/">Lee Aho</option><option class="parent" value="http://www.adotas.com/author/lenawaters/">Lena Waters</option><option class="parent" value="http://www.adotas.com/author/lindadelp/">Linda Delp</option><option class="parent" value="http://www.adotas.com/author/lior-haner/">Lior Haner</option><option class="parent" value="http://www.adotas.com/author/lisakagel/">Lisa Kagel</option><option class="parent" value="http://www.adotas.com/author/lorrenelkins/">Lorren Elkins</option><option class="parent" value="http://www.adotas.com/author/luc-vezina/">Luc Vezina</option><option class="parent" value="http://www.adotas.com/author/lucasdanat/">Lucas Donat</option><option class="parent" value="http://www.adotas.com/author/lynndalessandro/">lynndalessandro</option><option class="parent" value="http://www.adotas.com/author/marcbarach/">Marc Barach</option><option class="parent" value="http://www.adotas.com/author/marc-guldimann/">Marc Guldimann</option><option class="parent" value="http://www.adotas.com/author/marc-wymar/">Marc Wymar</option><option class="parent" value="http://www.adotas.com/author/marilynlatham/">Marilyn Latham</option><option class="parent" value="http://www.adotas.com/author/marissa-louie/">Marissa Louie</option><option class="parent" value="http://www.adotas.com/author/markjosephson/">Mark Josephson</option><option class="parent" value="http://www.adotas.com/author/marklopez/">Mark Lopez</option><option class="parent" value="http://www.adotas.com/author/markzagorski/">Mark Zagorski</option><option class="parent" value="http://www.adotas.com/author/marketwatch/">marketwatch</option><option class="parent" value="http://www.adotas.com/author/martinbetoni/">Martin Betoni</option><option class="parent" value="http://www.adotas.com/author/martin-smith/">Martin Smith</option><option class="parent" value="http://www.adotas.com/author/mary-obrien/">Mary O'Brien</option><option class="parent" value="http://www.adotas.com/author/mason-wiley/">Mason Wiley</option><option class="parent" value="http://www.adotas.com/author/mattbrowne/">Matt Browne</option><option class="parent" value="http://www.adotas.com/author/matt-hulett/">Matt Hulett</option><option class="parent" value="http://www.adotas.com/author/mattrosenberg/">Matt Rosenberg</option><option class="parent" value="http://www.adotas.com/author/mediapost-online-publishing-insider/">MediaPost Online Publishing Insider</option><option class="parent" value="http://www.adotas.com/author/meir-zohar/">Meir Zohar</option><option class="parent" value="http://www.adotas.com/author/melissa/">Melissa Burgess</option><option class="parent" value="http://www.adotas.com/author/metrowest-daily-news/">MetroWest Daily News</option><option class="parent" value="http://www.adotas.com/author/michaelbehrens/">Michael Behrens</option><option class="parent" value="http://www.adotas.com/author/michaelchang/">Michael Chang</option><option class="parent" value="http://www.adotas.com/author/michael/">Michael Crosson</option><option class="parent" value="http://www.adotas.com/author/michael-desrochers/">Michael DesRochers</option><option class="parent" value="http://www.adotas.com/author/michael-dotson/">Michael Dotson</option><option class="parent" value="http://www.adotas.com/author/michael2/">Michael H. Sproule</option><option class="parent" value="http://www.adotas.com/author/michaelkatz/">Michael Katz</option><option class="parent" value="http://www.adotas.com/author/michael-maher/">Michael Maher</option><option class="parent" value="http://www.adotas.com/author/michael-radigan/">Michael Radigan</option><option class="parent" value="http://www.adotas.com/author/michaelstebbins/">Michael Stebbins</option><option class="parent" value="http://www.adotas.com/author/mikedenning/">Mike Denning</option><option class="parent" value="http://www.adotas.com/author/mike-la-rotonda/">Mike La Rotonda</option><option class="parent" value="http://www.adotas.com/author/mike-sprouse/">Mike Sprouse</option><option class="parent" value="http://www.adotas.com/author/mike-troiano/">Mike Troiano</option><option class="parent" value="http://www.adotas.com/author/mishacornes/">Misha Cornes</option><option class="parent" value="http://www.adotas.com/author/mitch-lewis/">Mitch Lewis</option><option class="parent" value="http://www.adotas.com/author/mitchelahern/">Mitchel Ahern</option><option class="parent" value="http://www.adotas.com/author/naj-kidwai/">Naj Kidwai</option><option class="parent" value="http://www.adotas.com/author/nilswinkler/">Nils Winkler</option><option class="parent" value="http://www.adotas.com/author/noahbrier/">Noah Brier</option><option class="parent" value="http://www.adotas.com/author/noah-robinson/">Noah Robinson</option><option class="parent" value="http://www.adotas.com/author/omarhamoui/">Omar Hamoui</option><option class="parent" value="http://www.adotas.com/author/omartawakol/">Omar Tawakol</option><option class="parent" value="http://www.adotas.com/author/online-spin/">Online Spin</option><option class="parent" value="http://www.adotas.com/author/paran-johar/">Paran Johar</option><option class="parent" value="http://www.adotas.com/author/paul-casey/">Paul Casey</option><option class="parent" value="http://www.adotas.com/author/paul-epstein/">Paul Epstein</option><option class="parent" value="http://www.adotas.com/author/pc-world/">PC World</option><option class="parent" value="http://www.adotas.com/author/pace/">Pesach Lattin</option><option class="parent" value="http://www.adotas.com/author/pete-gombert/">Pete Gombert</option><option class="parent" value="http://www.adotas.com/author/peteneumann/">Pete Neumann</option><option class="parent" value="http://www.adotas.com/author/peter-adams/">Peter Adams</option><option class="parent" value="http://www.adotas.com/author/peter-koeppel/">Peter Koeppel</option><option class="parent" value="http://www.adotas.com/author/peter-low/">Peter Low</option><option class="parent" value="http://www.adotas.com/author/petermatsuo/">Peter Matsuo</option><option class="parent" value="http://www.adotas.com/author/peter-varga-jr/">Peter Varga Jr.</option><option class="parent" value="http://www.adotas.com/author/peter-vogel/">Peter Vogel</option><option class="parent" value="http://www.adotas.com/author/peymannilforoush/">Peyman Nilforoush</option><option class="parent" value="http://www.adotas.com/author/pjpereira/">PJ Pereira</option><option class="parent" value="http://www.adotas.com/author/pointroll/">PointRoll</option><option class="parent" value="http://www.adotas.com/author/promotionworld/">PromotionWorld</option><option class="parent" value="http://www.adotas.com/author/rebeccachurilla/">Rebecca Churilla</option><option class="parent" value="http://www.adotas.com/author/rebeccamarshall/">Rebecca Marshall</option><option class="parent" value="http://www.adotas.com/author/reggie-bradford/">Reggie Bradford</option><option class="parent" value="http://www.adotas.com/author/reginezamor/">Regine Zamor</option><option class="parent" value="http://www.adotas.com/author/reuters-group/">Reuters Group</option><option class="parent" value="http://www.adotas.com/author/rich-natalicchio/">Rich Natalicchio</option><option class="parent" value="http://www.adotas.com/author/richard-jalichandra/">Richard Jalichandra</option><option class="parent" value="http://www.adotas.com/author/richardrosen/">Richard Rosen</option><option class="parent" value="http://www.adotas.com/author/rob-crumpler/">Rob Crumpler</option><option class="parent" value="http://www.adotas.com/author/robmiddleton/">Rob Middleton</option><option class="parent" value="http://www.adotas.com/author/robert-bergquist/">Robert Bergquist</option><option class="parent" value="http://www.adotas.com/author/robert-daniel/">Robert Daniel</option><option class="parent" value="http://www.adotas.com/author/robert-dykes/">Robert Dykes</option><option class="parent" value="http://www.adotas.com/author/robert/">Robert S.K. Regular</option><option class="parent" value="http://www.adotas.com/author/robert-tas/">Robert Tas</option><option class="parent" value="http://www.adotas.com/author/robinstanton/">Robin Stanton</option><option class="parent" value="http://www.adotas.com/author/roncummings/">Ron Cummings</option><option class="parent" value="http://www.adotas.com/author/ronaldzaslow/">Ronald Zaslow</option><option class="parent" value="http://www.adotas.com/author/roy-de-souza/">Roy de Souza</option><option class="parent" value="http://www.adotas.com/author/roy-shkedi/">Roy Shkedi</option><option class="parent" value="http://www.adotas.com/author/russell-fradin/">Russell Fradin</option><option class="parent" value="http://www.adotas.com/author/russell-glass/">Russell Glass</option><option class="parent" value="http://www.adotas.com/author/ryanallis/">ryanallis</option><option class="parent" value="http://www.adotas.com/author/sacha-carton/">Sacha Carton</option><option class="parent" value="http://www.adotas.com/author/san-jose-mercury-news/">San Jose Mercury News</option><option class="parent" value="http://www.adotas.com/author/sarah/">Sarah</option><option class="parent" value="http://www.adotas.com/author/sarah-moore/">Sarah Moore</option><option class="parent" value="http://www.adotas.com/author/editor/">Sarah Novotny</option><option class="parent" value="http://www.adotas.com/author/sarah-welch/">Sarah Welch</option><option class="parent" value="http://www.adotas.com/author/scobleizer/">Scobleizer</option><option class="parent" value="http://www.adotas.com/author/scotthagedorn/">Scott Hagedorn</option><option class="parent" value="http://www.adotas.com/author/scott-mason/">Scott Mason</option><option class="parent" value="http://www.adotas.com/author/scottmccoy/">Scott McCoy</option><option class="parent" value="http://www.adotas.com/author/scott-nelson/">Scott Nelson</option><option class="parent" value="http://www.adotas.com/author/scott-parent/">Scott Parent</option><option class="parent" value="http://www.adotas.com/author/scott-portugal/">Scott Portugal</option><option class="parent" value="http://www.adotas.com/author/scottrandall/">Scott Randall</option><option class="parent" value="http://www.adotas.com/author/seanflanagan/">Sean Flanagan</option><option class="parent" value="http://www.adotas.com/author/seanmacphedran/">seanmacphedran</option><option class="parent" value="http://www.adotas.com/author/sebbishop/">Seb Bishop</option><option class="parent" value="http://www.adotas.com/author/seth-alpert/">Seth Alpert</option><option class="parent" value="http://www.adotas.com/author/seth-godin/">Seth Godin</option><option class="parent" value="http://www.adotas.com/author/seth-lieberman/">Seth Lieberman</option><option class="parent" value="http://www.adotas.com/author/silicon-alley-insider/">Silicon Alley Insider</option><option class="parent" value="http://www.adotas.com/author/simeon-simeonov/">Simeon Simeonov</option><option class="parent" value="http://www.adotas.com/author/simon-mcgrath/">Simon McGrath</option><option class="parent" value="http://www.adotas.com/author/slate/">Slate</option><option class="parent" value="http://www.adotas.com/author/stephan-pretorius/">Stephan Pretorius</option><option class="parent" value="http://www.adotas.com/author/stephanegringer/">Stephane Gringer</option><option class="parent" value="http://www.adotas.com/author/stephaniekaplan/">Stephanie Kaplan</option><option class="parent" value="http://www.adotas.com/author/stevecurran/">Steve Curran</option><option class="parent" value="http://www.adotas.com/author/steve-m-parker-jr/">Steve M. Parker Jr.</option><option class="parent" value="http://www.adotas.com/author/steven-saus/">Steven Saus</option><option class="parent" value="http://www.adotas.com/author/steven-siegel/">Steven Siegel</option><option class="parent" value="http://www.adotas.com/author/sue-ainley/">Sue Ainley</option><option class="parent" value="http://www.adotas.com/author/susanapplegate/">Susan Applegate</option><option class="parent" value="http://www.adotas.com/author/susiekang/">Susie Kang</option><option class="parent" value="http://www.adotas.com/author/sydney-morning-herald/">Sydney Morning Herald</option><option class="parent" value="http://www.adotas.com/author/taylorkew/">Taylor Kew</option><option class="parent" value="http://www.adotas.com/author/techcrunch/">TechCrunch</option><option class="parent" value="http://www.adotas.com/author/telegraph/">Telegraph</option><option class="parent" value="http://www.adotas.com/author/the-economist/">The Economist</option><option class="parent" value="http://www.adotas.com/author/thomas-safford/">Thomas Safford</option><option class="parent" value="http://www.adotas.com/author/tia-fix/">Tia Fix</option><option class="parent" value="http://www.adotas.com/author/tmg/">Tiffany Guarnaccia</option><option class="parent" value="http://www.adotas.com/author/tim-kopp/">Tim Kopp</option><option class="parent" value="http://www.adotas.com/author/times-online/">Times Online</option><option class="parent" value="http://www.adotas.com/author/timothy-hawthorne/">Timothy Hawthorne</option><option class="parent" value="http://www.adotas.com/author/timothy-r-hawthorne/">Timothy R. 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Under his guidance, the company acquired BlogCritics.org and the AdEngage self serve advertising platform and launched Technorati Media, which now reaches an audience of more than 96 million. </p> <p>Prior to Technorati, he worked as an M&A and strategy consultant for several Internet properties and investment firms, and also served as SVP of Corporate Development for Exponential Interactive, Tribal Fusion’s parent company. </p> <p>Previously, he was SVP of Business Development for Fox Interactive Media, and was the Vice President of Business & Corporate Development at IGN Entertainment (acquired by Fox Interactive), where he led the company’s M&A, business development and international activities. </p> <p>Before joining IGN, Richard led national accounts sales at Lycos, was Vice President of Business Development at Neopost Online, served as Senior Vice President/Managing Director of Answerthink, and founded K23 Creative Services in Singapore. </p> <p>His early career included management roles for Ford, IBM and Siemens. </p> <p>You can find Richard at <a href="http://web.archive.org/web/20090714032316/http://www.jalichandra.com/">www.jalichandra.com</a> and twitter:@jalichandra.</p> </div></dd> </dl> <h3>More articles by <a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/author/richard-jalichandra/" title="Posts by Richard Jalichandra">Richard Jalichandra</a></h3> <ul id="articles-by-author"> <li><a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/2009/05/the-ftc-steps-into-the-social-media-fray-%e2%80%93-so-what-do-we-do-now/">The FTC steps into the social media fray – so what do we do now?</a> <em>May 25th 2009</em></li> </ul> <br/><br/> <script language="JavaScript" src="http://web.archive.org/web/20090714032316js_/http://rotator.adjuggler.com/servlet/ajrotator/328397/0/vj?z=adotas&dim=326878"></script><noscript><a href="http://web.archive.org/web/20090714032316/http://rotator.adjuggler.com/servlet/ajrotator/328397/0/cc?z=adotas"><img src="http://web.archive.org/web/20090714032316im_/http://rotator.adjuggler.com/servlet/ajrotator/328397/0/vc?z=adotas&dim=326878&abr=$imginiframe" width="160" height="600" border="0"></a></noscript> <br/> <br/> <hr/>  </div> <div id="content-main">  <div id="cat-name">Features</div> <div id="content-article"> <ul class="article-navigation"> <li class="comment fli"><a href="#leave-a-comment">Comment</a></li>  <li class="printer-friendly"><a href="" onclick="FDCPUrl('/2009/05/the-ftc-steps-into-the-social-media-fray-%E2%80%93-so-what-do-we-do-now?print_friendly=1'); return false;">Print Article</a></li> <li class="email"><a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/wp/wp-content/wp-recommend/recommend.popup.php?url=http://www.adotas.com//2009/05/the-ftc-steps-into-the-social-media-fray-%E2%80%93-so-what-do-we-do-now" onclick="NewWindow(this.href,'Adotas','450','450','no','center');return false" onfocus="this.blur()">Email</a></li> <li class="permalink lli"><a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/2009/05/the-ftc-steps-into-the-social-media-fray-%e2%80%93-so-what-do-we-do-now/">Permalink</a></li> </ul>  <span fd-type="start" fd-id="default"></span> <h1>The FTC steps into the social media fray – so what do we do now?</h1>  <dl id="article-meta" class="meta"> <dt>Written on</dt> <dd>May 25th 2009 </dd> <dt>Author</dt> <dd class="fn">by <a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/author/richard-jalichandra/" title="Posts by Richard Jalichandra">Richard Jalichandra</a>  |</dd> <dt>Feed</dt> <dd>   <a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/feed/"><abbr title="Extensible Markup Language">XML</abbr> Feed</a></dd> </dl> <br/> <p><a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/wp/wp-content/uploads/2009/05/blogs_small.jpg" title="blogs_small.jpg"><img align="left" src="http://web.archive.org/web/20090714032316im_/http://www.adotas.com/wp/wp-content/uploads/2009/05/blogs_small.thumbnail.jpg" alt="blogs_small.jpg"/></a>ADOTAS — It seems we in the ad industry are not the only ones noticing the increase in paid blogging (and <a href="http://web.archive.org/web/20090714032316/http://valleywag.gawker.com/5253213/get-paid-to-tweet-facebook-and-comment-on-blogs" class="extlink">here’s</a> an example that makes us all cringe).</p> <p>By now, we’ve all seen the FTC’s proposed updated set of guidelines for testimonials and endorsements. There won’t be a decision until this summer but, to put it simply, marketers and the bloggers will soon be liable for what the FTC calls misleading claims. The FTC may even ask those who continue to engage deceptive practices to compensate consumers. Is this really needed? Maybe, maybe not.</p> <p>However, given the current financial industry disaster, this is not an administration that’s in the mood to trust businesses to self-police. (See: <a href="http://web.archive.org/web/20090714032316/http://online.wsj.com/article/SB124204508513206525.html" class="extlink">U.S. Signals More Scrutiny of Mergers, Antitrust</a>.) Consumers have taken a beating this year, and the administration will likely be more proactive than those past in doing what they feel will protect the consumer.</p> <p>Admittedly, much of this is a grey area, and may be challenging to enforce. Consider: products are featured in print magazines all the time. Where do the magazines get them? From the companies’ PR people. The bloggers we talk to resent the implication that they are swayed by products, while their print counterparts are not. Frankly, it’s ridiculously subjective to even consider a distinction. At what point does successful PR stop and endorsement start?</p> <p>This could go two ways.</p> <p>The good:</p> <p>A clear, consistent, across the board distinction between sponsored content and advertorial, and opinion and product reviews. Consumers have a higher level of trust in the blog content they consume. Bloggers and consumers frustrated by paid posts masquerading as content welcome the changes.</p> <p>The bad:</p> <p>The regulations create fear among bloggers to review products – at all — and fear among marketers to move in to the blogosphere. If you are a small company or a blogging team of one, will a run-in with the FTC drain all of your resources? Worse, will bad acting companies lose the checks and balances of having bloggers call out the bad actors?</p> <p>Moving forward:</p> <p>We’re working with brands every day on advertising campaigns across the Technorati Media network – and on blogger outreach programs. Here’s what we’re telling them.</p> <p>For bloggers:</p> <p>Tell your readers exactly what it is that they are reading. The majority of high authority blogs are clearly marking paid content as sponsored. For editorial, or for what you could call product placement: what is the relationship? Did the company lend you the product or give you the product? Are you working with them in other ways, such as a freelance copywriter? You’ll need to make all of this very clear. This is obviously more important when the product in question is a laptop or digital camera than when it is a bottle of detergent.</p> <p>For marketers:</p> <p>Provide bloggers with full and accurate product information. Encourage bloggers to disclose their relationship with you. Then, follow up to make sure they got everything right. Also important: don’t balk at labeling paid content as such. The important thing is that your message is being seen in an environment of high engagement and credibility. Your brand, and the bloggers you are working with, will have more credibility the more transparent you are.</p> <p>Let’s say you make your best effort, but something incorrect is posted. How do you follow up in the long tail of the blogosphere? The good news is, from what we see on Technorati, these aren’t the posts that go viral. Linking is arguably the truest measure of a blog’s influence, and more importantly, in a world without filters or controls, linking is the control. If a blogger publishes information that is unprofessional, untrue, or a blatant (unlabeled) promotion other bloggers don’t link to it. Unless of course there is a negative backlash where, most times, it’s other blogs that are doing the calling out.</p> <p>Here’s an example: we worked with Sony to distribute digital cameras to bloggers attending the South by Southwest conference. The bloggers were encouraged to use the camera to upload video and photos from the event to their blogs. It was made very clear that there were no strings attached: bloggers were not required to post a product review or to post positive mentions of the camera.</p> <p>They did anyway: One of our bloggers said “this camera made me a rockstar at SxSW! People came up to me to talk about it”. Another blogger said “people had heard about the program from Technorati and eagerly wanted to see the camera. They couldn’t believe how small it was, HD capable, and costs less that $200.”</p> <p>The guidelines may be tough to wade through, and tough to enforce, but the actions for bloggers and marketers are simple. The qualities marketers need to embrace to succeed under the FTC’s new guidelines are inherent to the blogosphere: transparency and trust.</p> <p>– Express your opinion, comment below.</p> <script type="text/javascript"> addthis_url = 'http%3A%2F%2Fwww.adotas.com%2F2009%2F05%2Fthe-ftc-steps-into-the-social-media-fray-%25e2%2580%2593-so-what-do-we-do-now%2F'; addthis_title = 'The+FTC+steps+into+the+social+media+fray+%E2%80%93+so+what+do+we+do+now%3F'; addthis_pub = 'adotas'; </script><script type="text/javascript" src="http://web.archive.org/web/20090714032316js_/http://s7.addthis.com/js/addthis_widget.php?v=12"></script><br/><br/>  <div id="article-comments"> <h4>Reader Comments.</h4> <div class="odd"> <p>Interesting - I suppose we should expect more and more regulations in our Web 2.0 world. </p> <p>Regarding the good and the bad - it seems across the board, the outcome stems as much from the purpose of the regulation as much as it does the actual regulation itself. By this, I mean the underlying reasons behind WHY the regulation is being put in place drive the good and bad implications as much as the regulation produces on its own.</p> <p>Let’s not just hope, let’s push the regulators toward sound business decisions as the government begins its foray deep into this space, in earnest.</p> <dl class="meta"> <dt> Posted by <a href="http://web.archive.org/web/20090714032316/http://ipersona.blogspot.com/" rel="external nofollow">kevinmhuff</a> | 3:01 pm on May 19, 2009.</dt> </dl> </div> <div class="odd"> <p>If the government was a business it would be Bankrupt, just think about that any time you support government intervention. There is already regulation in this area, it is called the judicial system. If someone makes a claim that is untrue it should be handled through the courts.</p> <dl class="meta"> <dt> Posted by surething | 11:53 am on May 20, 2009.</dt> </dl> </div> <div id="leave-a-comment"> <h4>Leave a Comment</h4> <form action="http://web.archive.org/web/20090714032316/http://www.adotas.com/wp/wp-comments-post.php" method="post" id="comment-form"> <fieldset> <legend>Add a comment</legend> <p> <label for="comment-name">Name</label> <input type="text" id="comment-name" name="author" value=""/> </p> <p> <label for="comment-email">Email Address</label> <input type="text" id="comment-email" name="email" value=""/> </p> <p> <label for="comment-url"><abbr title="Uniform Resource Locator">URL</abbr></label> <input type="text" id="comment-url" name="url" value=""/> </p> <label for="comment-post">Comment</label> <p> <textarea name="comment" id="comment-post" cols="45" rows="10"></textarea> </p> <ul>  <li><input type="submit" value="Post" class="submit post"/></li> </ul> </fieldset> <input type="hidden" name="comment_post_ID" value="12298"/> </form> </div>   </div> <span class="utw-tags"><strong>Tags:</strong> <a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/tag/blog/" rel="tag">blog</a>, <a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/tag/bloggers/" rel="tag">bloggers</a>, <a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/tag/blogging/" rel="tag">blogging</a>, <a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/tag/federal-trade-commission/" rel="tag">Federal Trade Commission</a>, <a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/tag/ftc/" rel="tag">FTC</a>, <a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/tag/paid-posts/" rel="tag">paid posts</a>, <a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/tag/richard-jalichandra/" rel="tag">Richard Jalichandra</a> and <a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/tag/technorati/" rel="tag">technorati</a></span> <ul class="article-navigation"> <li class="comment fli"><a href="#leave-a-comment">Comment</a></li>  <li class="printer-friendly"><a href="" onclick="FDCPUrl('/2009/05/the-ftc-steps-into-the-social-media-fray-%E2%80%93-so-what-do-we-do-now?print_friendly=1'); 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They both have a lot</a></li><li><strong>Edward Barrera:</strong> <a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/2009/07/tagged-tagged-by-attorney-general-andrew-cuomo/#comment-778179" title="View the entire comment by Edward Barrera">anklejive, So I can't comment on laws, legislation or the politics that drives them even if</a></li><li><strong>anklejive:</strong> <a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/2009/07/tagged-tagged-by-attorney-general-andrew-cuomo/#comment-778172" title="View the entire comment by anklejive">I still don't see how Cuomo's political ambitions (or lack of them) have any relevance</a></li><li><strong>Alejandro:</strong> <a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/2009/07/tagged-tagged-by-attorney-general-andrew-cuomo/#comment-778140" title="View the entire comment by Alejandro">Cuomo's running for office is relevant considering elliot spitzer sued synergy6 (without having much of</a></li> </ul>   </div> <hr/>  <p><a href="http://web.archive.org/web/20090714032316/http://adjuggler.com/" target="_blank"><img src="http://web.archive.org/web/20090714032316im_/http://www.adotas.com/wp/wp-content/themes/adotas2/images/ads/partnerships.jpg" alt="Adotas Partnership" usemap="#partner"/></a> <map name="partner"> <area shape="rect" coords="0,80,290,150" href="http://web.archive.org/web/20090714032316/http://adjuggler.com/"> <area shape="default" href="http://web.archive.org/web/20090714032316/mailto:partnership@adotas.com"> </map> </p> </div>  </div>   <div id="footer"> <h2>Footer</h2> <ul id="footer-print"> <li class="print-friendly"><a href="/web/20090714032316/http://www.adotas.com/2009/05/the-ftc-steps-into-the-social-media-fray-%E2%80%93-so-what-do-we-do-now?print_friendly=1">Print friendly version</a></li> <li class="send-page"><a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/wp/wp-content/wp-recommend/recommend.popup.php?url=http://www.adotas.com//2009/05/the-ftc-steps-into-the-social-media-fray-%E2%80%93-so-what-do-we-do-now" onclick="NewWindow(this.href,'Adotas','450','450','no','center');return false" onfocus="this.blur()">Send this page to a friend</a></li> </ul> <ul id="footer-navigation"> <li class="about-us fli"><a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/about/">About Us</a></li> <li class="contact-us"><a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/contact/">Contact Us</a></li> <li class="advertise"><a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/advertise/">Advertising</a></li> <li class="privacy"><a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/privacy-policy/">Privacy Policy</a></li> <li class="copyright lli"><a href="http://web.archive.org/web/20090714032316/http://www.adotas.com/copyright-and-usage-policy/">Copyright & Usage Policy</a></li> </ul> <p id="footer-copyright">Copyright © 2005-09 Adotas.com. 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