Keeping ethics on the planning
table with social media in the
mix
New tools. New rules.

Thesis research overview
presented at the College of St.
Catherine, St. Paul, Minnesota, on
March 21, 2009
By Lisa Graham-Peterson, ABC

Social networking is not new
Socrates
might have
avoided the
hemlock if
there had
been an
Athenian
blogosphere.

Let‟s ask
What can we learn from best practices
about the ethical use of social media, such
as blogs, as part of corporate public
relations programs?

Mixed methods approach
Literature review of current research, cases

Qualitative interviews

Quantitative online survey

Set observation period of selected blogs

Validity tests applied to research design


Qualitative data
In-depth interviews with three senior
communications executives involved with
companies currently considered early
adopters/leaders in social media.

Always in beta
Global B2B technology company

Workforce geographically dispersed across all

international time zones and utilizing flex office
Average employee age is 47

Internal blogging community largely self-

policing
Corporate policy: “Don‟t be stupid.”


Think like MacGyver
Major U.S. medical organization

Diverse workforce from physicians to blue collar

Historically credited word-of-mouth for

reputation; patient confidentiality the standard
Social media entry was basically stealth

No IT involvement – use only open source


It‟s still about the ideas
Perspective from the creative agency side

Experienced baptizing major corporations

Feels power has shifted from a few influencers

(the media) to the masses
It‟s now a two-way conversation model

Believes there will always be those who look

to „game the system‟

Quantitative data
Independent blog observation

Blogs followed for 90 days
Mediations

Justincaseyouwerewondering

Logic + Emotion

PR 2.0

Pop! PR Jots

Paul Gillin‟s Blog

Phil‟s Blogservations

Micro Persuasion

Talent imitates, genius steals


Ethics versus ROI posts
Ethics = 11
ROI = 9

Quantitative Data
Selected points from online survey fielded
via social networking sites and direct e-mail
to senior communicators, Jan-Feb 2009.

Planning sessions and ethics
The ethics of a

Frequency of ethics discussion
particular strategy or
tactic come up often for
about a third of the
respondents.
Always
Often
While just over 8% said

Occasionally
Depends
the topic had never
Never
come up at all in their
experience.

Criteria for „best practices‟
The question asked how an

individual‟s organization described
communications best practices.
 Most important, in order:
- Aligns with organizational goals
- Ethical
- Measurable results

So, what did we learn?
Takeaways from examining best practices
in corporate social media use.

New tools. What rules?
“Ethical behavior isn‟t dependent on the

channel.”
Codes of conduct are evolving, but are not the

only beacon to follow.
Solid strategic planning is still the first step.

“2.0” is already at work beyond the Web

PR 2.0
Business 2.0

Online, and offline, must offer:
Authenticity

 Transparency
 Collaboration
 Participation

Blog Council setting examples

Not which tool will rule
But, what is the problem?

Embrace a different view
This is my
thesis
content
expressed
as a word
cloud.

Posted as of March 2009:
Abstract, methodology and blog
roll. Executive summary coming.
http://lisagraham.wordpress.com