The Importance Of Ethics In Social Media In Marketing&Advertising 03 10 09

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Information about The Importance Of Ethics In Social Media In Marketing&Advertising 03 10 09
Business & Mgmt

Published on March 11, 2009

Author: KarlKasca

Source: slideshare.net

Description

The Importance of Ethics in Social Media in Marketing and Advertising was a presentation given to Mark Stern's Ethics in Marketing & Advertising class at UCLA Extension on March 10, 2009. This presentation shows why it's important to be ethical when using Social Media and Social Networking. The necessity of using disclosure, transparency, authenticity, and trust for those marketing on the web is emphasized. A variety of social media and social networking examples are shown.

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1) The Importance of Ethics in Social Media in Marketing and Advertising blog post: http://snipurl.com/hmyvo .

2) How to Use a Slideshare Presentation to get Top Ranking in Google search - Case Study:
http://snipurl.com/ggw03 .

The Importance of Ethics in Social Media in Marketing & Advertising Presented by: Karl Kasca IncreaseOnlineProfits.com 626-795-9568 [email_address] www.increaseonlineprofits.com Follow me on Twitter: www.twitter.com/karlkasca Connect with me on LinkedIn: www.linkedin.com/in/kasca

What is Social Media? Image Courtesy of: www.walyou.com - Are Social images free to use?

Image Courtesy of: www.walyou.com - Are Social images free to use?

Flickr.com http ://metacool.typepad.com/metacool/2006/08/gm_uses_flickr_.html http://www.flickr.com/photos/gmblogs/ http://www.flickr.com/help/forum/33525/

http ://metacool.typepad.com/metacool/2006/08/gm_uses_flickr_.html

http://www.flickr.com/photos/gmblogs/

http://www.flickr.com/help/forum/33525/

Types of Social Media Communication Blogs : Blogger , LiveJournal , TypePad , WordPress , Vox Internet forums : vBulletin , phpBB Micro-blogging : Twitter , Plurk , Pownce , Jaiku Social networking : Avatars United , Bebo , Facebook , LinkedIn , MySpace , Orkut , Skyrock , Netlog , Hi5_(website) Social network aggregation : FriendFeed , Youmeo Events : Upcoming , Eventful , Meetup.com Collaboration Wikis : Wikipedia , PBwiki , wetpaint Social bookmarking : Delicious , StumbleUpon , Stumpedia , Google Reader social news : Digg , Mixx , Reddit Opinion sites : epinions , Yelp Multimedia Photo sharing : Flickr , Zooomr , Photobucket , SmugMug Video sharing : YouTube , Vimeo , Revver Art sharing : deviantART Livecasting : Ustream.tv , Justin.tv , Skype Audio and Music Sharing : imeem , The Hype Machine , Last.fm , ccMixter Entertainment Virtual worlds : Second Life , The Sims Online Online gaming : World of Warcraft , EverQuest , Age of Conan , Spore Game sharing : Miniclip Source: Wikipedia : http ://snurl.com/dja7p How Accurate: Essentially same as Britannica! Nature, 2005

Communication

Blogs : Blogger , LiveJournal , TypePad , WordPress , Vox

Internet forums : vBulletin , phpBB

Micro-blogging : Twitter , Plurk , Pownce , Jaiku

Social networking : Avatars United , Bebo , Facebook , LinkedIn , MySpace , Orkut , Skyrock , Netlog , Hi5_(website)

Social network aggregation : FriendFeed , Youmeo

Events : Upcoming , Eventful , Meetup.com

Collaboration

Wikis : Wikipedia , PBwiki , wetpaint

Social bookmarking : Delicious , StumbleUpon , Stumpedia , Google Reader

social news : Digg , Mixx , Reddit

Opinion sites : epinions , Yelp

Multimedia

Photo sharing : Flickr , Zooomr , Photobucket , SmugMug

Video sharing : YouTube , Vimeo , Revver

Art sharing : deviantART

Livecasting : Ustream.tv , Justin.tv , Skype

Audio and Music Sharing : imeem , The Hype Machine , Last.fm , ccMixter

Entertainment

Virtual worlds : Second Life , The Sims Online

Online gaming : World of Warcraft , EverQuest , Age of Conan , Spore

Game sharing : Miniclip

Source: Wikipedia : http ://snurl.com/dja7p

How Accurate: Essentially same as Britannica!

Nature, 2005

What is Social Media REALLY about? Disclosure Transparency Authenticity Trust

Disclosure

Transparency

Authenticity

Trust

Social Reputation http://www.flickr.com/photos/silkcharm/2681008129/

http://www.flickr.com/photos/silkcharm/2681008129/

Who cares about Social Reputation? McDonalds: Could have anticipated “Super Size Me” trend Source: http://www.distilled.co.uk/blog/

McDonalds: Could have anticipated “Super Size Me” trend

Source: http://www.distilled.co.uk/blog/

 

Facebook & MySpace http://www.informationweek.com/news/internet/social_network/showArticle.jhtml?articleID=215800519 http://www.mlive.com/news/flint/index.ssf/2008/10/tina_meier_mother_whose_daught.html

http://www.informationweek.com/news/internet/social_network/showArticle.jhtml?articleID=215800519

http://www.mlive.com/news/flint/index.ssf/2008/10/tina_meier_mother_whose_daught.html

Ghost Blogging http://www.scoutblogging.com/2007/03/should_corporate_blogs_use_gho.html http://www.web-strategist.com/blog/2008/12/09/consumers-say-your-corporate-blog-is-not-trusted/

http://www.scoutblogging.com/2007/03/should_corporate_blogs_use_gho.html

http://www.web-strategist.com/blog/2008/12/09/consumers-say-your-corporate-blog-is-not-trusted/

Facebook – Who’s Content is it anyway? http://www.cnn.com/2009/TECH/02/17/facebook.terms.service/

http://www.cnn.com/2009/TECH/02/17/facebook.terms.service/

Opinions/Comments – Got one? Are you sure about that? 'It's good pizza ... don't expect to be born again or anything." Yelp : Man detailed billing dispute with chiropractor: Concluded he'd found a "better, honest chiropractor." First chiropractor asked patient to remove review for "unjustly" characterizing him as "unethical and dishonest." Patient refused. Chiropractor got a lawyer Patient did take down the post Chiropractor sued anyway. Settled out of court (so far…) . "The Cult of the Amateur“ by Andrew Keen  See & Read Article: “ Wild Wild Web” by Patt Morrison, LA Times, February 26, 2009: http://snipurl.com/djomk Comments with Company names/links: Should you, or should you not?  Yes, if it’s considered acceptable by the “community” (Digg, Delicious, forums, blogs, etc.)

'It's good pizza ... don't expect to be born again or anything."

Yelp : Man detailed billing dispute with chiropractor: Concluded he'd found a "better, honest chiropractor."

First chiropractor asked patient to remove review for "unjustly" characterizing him as "unethical and dishonest."

Patient refused.

Chiropractor got a lawyer

Patient did take down the post

Chiropractor sued anyway.

Settled out of court (so far…) .

"The Cult of the Amateur“ by Andrew Keen 

See & Read Article:

“ Wild Wild Web” by Patt Morrison, LA Times, February 26, 2009: http://snipurl.com/djomk

Comments with Company names/links: Should you, or should you not?

 Yes, if it’s considered acceptable by the “community” (Digg, Delicious, forums, blogs, etc.)

ePinions.com – Who’s Posting? – Can you tell if it’s your Competitor, or not? http://snipurl.com/djq34

http://snipurl.com/djq34

Twitter & Beyond… Search.twitter.com: http://snipurl.com/djqxa Sony Stupid…: http://snipurl.com/djr0i

Search.twitter.com: http://snipurl.com/djqxa

Sony Stupid…: http://snipurl.com/djr0i

Twitter: Who are you, da da, da da, da da da da… Anonymous Twitter names Autorespond (No!) : “ Thank you for following me…” Spam bots Spam links (yikes!)

Anonymous Twitter names

Autorespond (No!) :

“ Thank you for following me…”

Spam bots

Spam links (yikes!)

Social Bookmarking http://snipurl.com/djrr2 - YouTube Voting Own Article/Post Tag & Ping

http://snipurl.com/djrr2 - YouTube

Voting

Own Article/Post

Tag & Ping

Second Life Gartner predicts that 80% of active Internet users and Fortune 500 companies will have an avatar or presence in a virtual environment like Second Life by the end of 2011. The predictions were made during "Symposium/ITxpo 2007: Emerging Trends," and were accompanied by five laws to guide enterprises in their virtual ventures. Fourth Law : Understand and contain the downside. Ask if virtual-world activities undermine or influence branding in the real world. Adult content is a large part of virtual economies, so appropriate behavior and ethics must be considered. http://www.gartner.com/it/page.jsp?id=503861 http://www.knowprose.com/node/16634

Gartner predicts that 80% of active Internet users and Fortune 500 companies will have an avatar or presence in a virtual environment like Second Life by the end of 2011.

The predictions were made during "Symposium/ITxpo 2007: Emerging Trends," and were accompanied by five laws to guide enterprises in their virtual ventures.

Fourth Law : Understand and contain the downside. Ask if virtual-world activities undermine or influence branding in the real world. Adult content is a large part of virtual economies, so appropriate behavior and ethics must be considered.

http://www.gartner.com/it/page.jsp?id=503861

http://www.knowprose.com/node/16634

Final thoughts… Syllogisms (Used in Rhetoric – the language to persuade) If a  b, and b  c, then a  c All Greeks are Men. All Men are Mortal All Greeks are Mortal The Moon is Green Cheese is Green The Moon is made of Green Cheese Moral: Watch out for…false Persuasion and Deception. Strive for: Disclosure, Transparency, Authenticity, and Trust.

Syllogisms (Used in Rhetoric – the language to persuade)

If a  b, and b  c, then a  c

All Greeks are Men.

All Men are Mortal

All Greeks are Mortal

The Moon is Green

Cheese is Green

The Moon is made of Green Cheese

Moral: Watch out for…false Persuasion and Deception.

Strive for: Disclosure, Transparency, Authenticity, and Trust.

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