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...
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...
Mixed methods approach
    Literature review of current research, cases


    Qualitative interviews


    Quantitative ...
Qualitative data
In-depth interviews with three senior
communications executives involved with
companies currently conside...
Always in beta
    Global B2B technology company


    Workforce geographically dispersed across all


    international...
Think like MacGyver
    Major U.S. medical organization


    Diverse workforce from physicians to blue collar


    His...
It‟s still about the ideas
    Perspective from the creative agency side


    Experienced baptizing major corporations
...
Quantitative data
Independent blog observation
Blogs followed for 90 days
    Mediations


    Justincaseyouwerewondering


    Logic + Emotion


    PR 2.0


    Po...
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 commu...
Planning sessions and ethics
                                               The ethics of a
                              ...
Criteria for „best practices‟

  The question asked how an


  individual‟s organization described
  communications best ...
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, bu...
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
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Keeping ethics on the planning table with social media in the mix.

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This presentation is an overview of original research done for my thesis work towards a master of arts in organizational leadership.

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

  1. 1. Keeping ethics on the planning table with social media in the mix New tools. New rules.
  2. 2. Thesis research overview presented at the College of St. Catherine, St. Paul, Minnesota, on March 21, 2009 By Lisa Graham-Peterson, ABC
  3. 3. Social networking is not new Socrates might have avoided the hemlock if there had been an Athenian blogosphere.
  4. 4. 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?
  5. 5. 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 
  6. 6. Qualitative data In-depth interviews with three senior communications executives involved with companies currently considered early adopters/leaders in social media.
  7. 7. 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.” 
  8. 8. 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 
  9. 9. 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‟
  10. 10. Quantitative data Independent blog observation
  11. 11. 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 
  12. 12. Ethics versus ROI posts Ethics = 11 ROI = 9
  13. 13. Quantitative Data Selected points from online survey fielded via social networking sites and direct e-mail to senior communicators, Jan-Feb 2009.
  14. 14. 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.
  15. 15. 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
  16. 16. So, what did we learn? Takeaways from examining best practices in corporate social media use.
  17. 17. 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
  18. 18. Online, and offline, must offer: Authenticity   Transparency  Collaboration  Participation
  19. 19. Blog Council setting examples
  20. 20. Not which tool will rule But, what is the problem?
  21. 21. Embrace a different view This is my thesis content expressed as a word cloud.
  22. 22. Posted as of March 2009: Abstract, methodology and blog roll. Executive summary coming. http://lisagraham.wordpress.com

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