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.