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Regulated industries face specific social media compliance risks. But all social marketers need to be aware of marketing and advertising rules. These can come from bodies such as the Food and Drug Administration (FDA) and Federal Trade Commission (FTC).
Beam Suntory Group is no exception, and needs to ensure their brand-registered SSMM profiles are compliant with current spirit regulations. To that end, we were ask to conduct a monitoring exercise to verify compliance of 65 brands in 25 markets for 6 SSMM platforms.
Deliverables included a thorough report on findings and an Excel gap list that showcased global brand compliance across the six analysed platforms: Instagram, Facebook, YouTube, Twitter, SnapChat and Pinterest.
In order to conduct the analysis and audits, we had to first run through an SSMM listing optimization. We started by listing all social media profiles per Beam Suntory brand and country, including “official” and “unofficial ones”, therefore detecting fake profiles that were not brand approved.
Findings reported Beam Suntory compliance across all brands, markets and platforms. These reports detected areas for improvement, activating an action plan to be implemented by each market representative.