The Importance of Ethics in Social Media in Marketing & Advertising  Presented by: Karl Kasca IncreaseOnlineProfits.com 62...
What is Social Media? <ul><li>Image Courtesy of:  www.walyou.com  -  Are Social images free to use? </li></ul>
Flickr.com <ul><li>http ://metacool.typepad.com/metacool/2006/08/gm_uses_flickr_.html   </li></ul><ul><li>http://www.flick...
Types of Social Media <ul><li>Communication </li></ul><ul><li>Blogs :  Blogger ,  LiveJournal ,  TypePad ,  WordPress ,  V...
What is Social Media REALLY about? <ul><li>Disclosure </li></ul><ul><li>Transparency </li></ul><ul><li>Authenticity </li><...
Social Reputation <ul><li>http://www.flickr.com/photos/silkcharm/2681008129/   </li></ul>
Who cares about Social Reputation? <ul><li>McDonalds: Could have anticipated  “Super Size Me”  trend </li></ul><ul><li>Sou...
 
Facebook & MySpace <ul><li>http://www.informationweek.com/news/internet/social_network/showArticle.jhtml?articleID=2158005...
Ghost Blogging <ul><li>http://www.scoutblogging.com/2007/03/should_corporate_blogs_use_gho.html </li></ul><ul><li>http://w...
Facebook – Who’s Content is it anyway? <ul><li>http://www.cnn.com/2009/TECH/02/17/facebook.terms.service/   </li></ul>
Opinions/Comments – Got one?  Are you  sure  about that? <ul><li>'It's good pizza ... don't expect to be born again or any...
ePinions.com – Who’s Posting?  – Can you tell if it’s your Competitor, or not? <ul><li>http://snipurl.com/djq34   </li></ul>
Twitter & Beyond… <ul><li>Search.twitter.com:  http://snipurl.com/djqxa   </li></ul><ul><li>Sony Stupid…:  http://snipurl....
Twitter:  Who are you, da da, da da, da da da da… <ul><li>Anonymous Twitter names </li></ul><ul><li>Autorespond  (No!) :  ...
Social Bookmarking <ul><li>http://snipurl.com/djrr2  - YouTube </li></ul><ul><li>Voting </li></ul><ul><li>Own Article/Post...
Second Life <ul><li>Gartner predicts that 80% of active Internet users and Fortune 500 companies will have an avatar or pr...
Final thoughts… <ul><li>Syllogisms (Used in Rhetoric – the language to persuade)  </li></ul><ul><li>If a    b, and b    ...
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The Importance Of Ethics In Social Media In Marketing&Advertising 03 10 09

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

  1. 1. 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
  2. 2. What is Social Media? <ul><li>Image Courtesy of: www.walyou.com - Are Social images free to use? </li></ul>
  3. 3. Flickr.com <ul><li>http ://metacool.typepad.com/metacool/2006/08/gm_uses_flickr_.html </li></ul><ul><li>http://www.flickr.com/photos/gmblogs/ </li></ul><ul><li>http://www.flickr.com/help/forum/33525/ </li></ul>
  4. 4. Types of Social Media <ul><li>Communication </li></ul><ul><li>Blogs : Blogger , LiveJournal , TypePad , WordPress , Vox </li></ul><ul><li>Internet forums : vBulletin , phpBB </li></ul><ul><li>Micro-blogging : Twitter , Plurk , Pownce , Jaiku </li></ul><ul><li>Social networking : Avatars United , Bebo , Facebook , LinkedIn , MySpace , Orkut , Skyrock , Netlog , Hi5_(website) </li></ul><ul><li>Social network aggregation : FriendFeed , Youmeo </li></ul><ul><li>Events : Upcoming , Eventful , Meetup.com </li></ul><ul><li>Collaboration </li></ul><ul><li>Wikis : Wikipedia , PBwiki , wetpaint </li></ul><ul><li>Social bookmarking : Delicious , StumbleUpon , Stumpedia , Google Reader </li></ul><ul><li>social news : Digg , Mixx , Reddit </li></ul><ul><li>Opinion sites : epinions , Yelp </li></ul><ul><li>Multimedia </li></ul><ul><li>Photo sharing : Flickr , Zooomr , Photobucket , SmugMug </li></ul><ul><li>Video sharing : YouTube , Vimeo , Revver </li></ul><ul><li>Art sharing : deviantART </li></ul><ul><li>Livecasting : Ustream.tv , Justin.tv , Skype </li></ul><ul><li>Audio and Music Sharing : imeem , The Hype Machine , Last.fm , ccMixter </li></ul><ul><li>Entertainment </li></ul><ul><li>Virtual worlds : Second Life , The Sims Online </li></ul><ul><li>Online gaming : World of Warcraft , EverQuest , Age of Conan , Spore </li></ul><ul><li>Game sharing : Miniclip </li></ul><ul><li>Source: Wikipedia : http ://snurl.com/dja7p </li></ul><ul><ul><li>How Accurate: Essentially same as Britannica! </li></ul></ul><ul><ul><ul><li>Nature, 2005 </li></ul></ul></ul>
  5. 5. What is Social Media REALLY about? <ul><li>Disclosure </li></ul><ul><li>Transparency </li></ul><ul><li>Authenticity </li></ul><ul><li>Trust </li></ul>
  6. 6. Social Reputation <ul><li>http://www.flickr.com/photos/silkcharm/2681008129/ </li></ul>
  7. 7. Who cares about Social Reputation? <ul><li>McDonalds: Could have anticipated “Super Size Me” trend </li></ul><ul><li>Source: http://www.distilled.co.uk/blog/ </li></ul>
  8. 9. Facebook & MySpace <ul><li>http://www.informationweek.com/news/internet/social_network/showArticle.jhtml?articleID=215800519 </li></ul><ul><li>http://www.mlive.com/news/flint/index.ssf/2008/10/tina_meier_mother_whose_daught.html </li></ul>
  9. 10. Ghost Blogging <ul><li>http://www.scoutblogging.com/2007/03/should_corporate_blogs_use_gho.html </li></ul><ul><li>http://www.web-strategist.com/blog/2008/12/09/consumers-say-your-corporate-blog-is-not-trusted/ </li></ul>
  10. 11. Facebook – Who’s Content is it anyway? <ul><li>http://www.cnn.com/2009/TECH/02/17/facebook.terms.service/ </li></ul>
  11. 12. Opinions/Comments – Got one? Are you sure about that? <ul><li>'It's good pizza ... don't expect to be born again or anything.&quot; </li></ul><ul><li>Yelp : Man detailed billing dispute with chiropractor: Concluded he'd found a &quot;better, honest chiropractor.&quot; </li></ul><ul><li>First chiropractor asked patient to remove review for &quot;unjustly&quot; characterizing him as &quot;unethical and dishonest.&quot; </li></ul><ul><li>Patient refused. </li></ul><ul><li>Chiropractor got a lawyer </li></ul><ul><li>Patient did take down the post </li></ul><ul><li>Chiropractor sued anyway. </li></ul><ul><li>Settled out of court (so far…) . </li></ul><ul><li>&quot;The Cult of the Amateur“ by Andrew Keen  </li></ul><ul><li>See & Read Article: </li></ul><ul><li>“ Wild Wild Web” by Patt Morrison, LA Times, February 26, 2009: http://snipurl.com/djomk </li></ul><ul><li>Comments with Company names/links: Should you, or should you not? </li></ul><ul><ul><li> Yes, if it’s considered acceptable by the “community” (Digg, Delicious, forums, blogs, etc.) </li></ul></ul>
  12. 13. ePinions.com – Who’s Posting? – Can you tell if it’s your Competitor, or not? <ul><li>http://snipurl.com/djq34 </li></ul>
  13. 14. Twitter & Beyond… <ul><li>Search.twitter.com: http://snipurl.com/djqxa </li></ul><ul><li>Sony Stupid…: http://snipurl.com/djr0i </li></ul>
  14. 15. Twitter: Who are you, da da, da da, da da da da… <ul><li>Anonymous Twitter names </li></ul><ul><li>Autorespond (No!) : </li></ul><ul><ul><li>“ Thank you for following me…” </li></ul></ul><ul><li>Spam bots </li></ul><ul><li>Spam links (yikes!) </li></ul>
  15. 16. Social Bookmarking <ul><li>http://snipurl.com/djrr2 - YouTube </li></ul><ul><li>Voting </li></ul><ul><li>Own Article/Post </li></ul><ul><li>Tag & Ping </li></ul>
  16. 17. Second Life <ul><li>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. </li></ul><ul><li>The predictions were made during &quot;Symposium/ITxpo 2007: Emerging Trends,&quot; and were accompanied by five laws to guide enterprises in their virtual ventures. </li></ul><ul><li>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. </li></ul><ul><li>http://www.gartner.com/it/page.jsp?id=503861 </li></ul><ul><li>http://www.knowprose.com/node/16634 </li></ul>
  17. 18. Final thoughts… <ul><li>Syllogisms (Used in Rhetoric – the language to persuade) </li></ul><ul><li>If a  b, and b  c, then a  c </li></ul><ul><li>All Greeks are Men. </li></ul><ul><li>All Men are Mortal </li></ul><ul><li>All Greeks are Mortal </li></ul><ul><li>The Moon is Green </li></ul><ul><li>Cheese is Green </li></ul><ul><li>The Moon is made of Green Cheese </li></ul><ul><li>Moral: Watch out for…false Persuasion and Deception. </li></ul><ul><li>Strive for: Disclosure, Transparency, Authenticity, and Trust. </li></ul>

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