Lisa Graham-Peterson New tools. New rules.

If we knew what we were doing, it wouldn’t be called research. Albert Einstein

What can we learn from best practices about the ethical use of social media as part of corporate public relations programs? I asked

What can we learn from best practices about the ethical use of social media as part of corporate public relations programs?

A 2.0 way to look at things This is my thesis content expressed as a word cloud.

This is my thesis content expressed as a word cloud.

Aligns with organizational goals Ethical Measurable results Described ‘best practices’

Aligns with organizational goals

Ethical

Measurable results

But, new tools … new rules? Ethical behavior isn’t dependent on the channel Codes of conduct are still evolving Solid strategic planning against goals is still key 2.0 is already at work beyond the Web PR 2.0 Business 2.0

Ethical behavior isn’t dependent on the channel

Codes of conduct are still evolving

Solid strategic planning against goals is still key

2.0 is already at work beyond the Web PR 2.0 Business 2.0

Some Best Practices Leaders Sun Microsystems Everything open Mayo Clinic Patient-centered Price Waterhouse Coopers Who would’ve thought??

Sun Microsystems Everything open

Mayo Clinic Patient-centered

Price Waterhouse Coopers

Who would’ve thought??

Who is the target? Thousands of employees have public blogs, but why? How?

Thousands of employees have public blogs, but why? How?

Why choose conversation? Loyal fans wanted to follow the rebuild of this local hangout, not read ads.

Loyal fans wanted to follow the rebuild of this local hangout, not read ads.

More noise than ever Deloitte and PWC are after the same target audience. Who gets heard?

Deloitte and PWC are after the same target audience. Who gets heard?

Social media Strategy? Tactic? Something else?

Strategy?

Tactic?

Something else?

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

Socrates might have avoided the hemlock if there had been an Athenian blogosphere.

Lisa Graham-Peterson lisagrahampeterson.extendr.com