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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

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What is Social Media? <ul><li>Image Courtesy of: www.walyou.com - Are Social images free to use? </li></ul>

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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>

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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>

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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>

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Social Reputation <ul><li>http://www.flickr.com/photos/silkcharm/2681008129/ </li></ul>

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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>

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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>

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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>

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Facebook – Who’s Content is it anyway? <ul><li>http://www.cnn.com/2009/TECH/02/17/facebook.terms.service/ </li></ul>

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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>

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ePinions.com – Who’s Posting? – Can you tell if it’s your Competitor, or not? <ul><li>http://snipurl.com/djq34 </li></ul>

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Twitter & Beyond… <ul><li>Search.twitter.com: http://snipurl.com/djqxa </li></ul><ul><li>Sony Stupid…: http://snipurl.com/djr0i </li></ul>

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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>

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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>

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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>

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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>