The DMA is warning marketers that they risk losing money by having their social media campaigns rejected by the top four platforms, to promote the launch of a free helpdesk.
Run in conjunction with Syncapse, the Social Media Helpdesk provides DMA members with advice on complying with the marketing policies of Facebook, Twitter, LinkedIn and YouTube.
Each social media platform 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.
According to figures published by the Internet Advertising Bureau in March 2011, UK companies spent £132m on social media marketing during 2010 – 14% of total expenditure on online display marketing, and a year-on-year rise of 200%.
DMA head of legal and compliance services Richard Evans said that the DMA Social Media Helpdesk will help marketers avoid making costly mistakes: “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.”
