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Ethics in Social Media


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Presentation for communication professionals at the Portland Communicators Conference #pdxcc09 on Ethics in Social Media.

Published in: Business, Technology

Ethics in Social Media

  1. 1. Ethics in Social Media Portland Communicators Conference May 6, 2009
  2. 2. What gives me the right?
  3. 3. Marqui “pay bloggers” program <ul><li>First to Pay Bloggers for their Posts… BUT: </li></ul><ul><ul><li>Completely transparent - required flags </li></ul></ul><ul><ul><li>We published EVERYTHING </li></ul></ul><ul><ul><li>Known for doing it right… </li></ul></ul><ul><ul><li>Boy, that was the wild, wild west! </li></ul></ul>
  4. 4. Results? Oh, yes… <ul><li>More than 200 pieces of press </li></ul>
  5. 5. “ Ethics is what you do when no one is looking.” George Bernard Shaw
  6. 6. Today, no one is ever not looking…
  7. 7. Three Rules to Remember <ul><li>Rule #1: Use common sense </li></ul><ul><li>Rule #2: When in doubt, don’t </li></ul><ul><li>Rule #3: If all else fails, refer to rule #1 </li></ul>
  8. 8. Doris Lee’s Common Sense Rule:
  9. 9. Becomes Managing Your Online Reputation…
  10. 10. Case in Point: Dumb and Dumber
  11. 11. Patrick Doyle’s Response: in Medium, an Apology, Reflects Disgust
  12. 12. Lesson #1: Prepare Your Employees <ul><li>Your employee handbook needs updating: </li></ul><ul><ul><li>Covers social media </li></ul></ul><ul><ul><li>Covers IM - anything written to a screen can be used in discovery </li></ul></ul><ul><ul><li>Explicit responsibilities as Brand Ambassadors, during and after business hours </li></ul></ul>
  13. 13. Honesty: it’s Simple Honesty of Relationship : You say who you're speaking for Honesty of Opinion: You say what you believe Honesty of Identity: You never obscure your identity
  14. 14. Honesty of Relationship You say who you're speaking for …
  15. 15. Honesty of Relationship You say who you're speaking for …
  16. 16. Honesty of Opinion You say what you believe…
  17. 17. Honesty of Identity You never obscure your identity…
  18. 18. Lesson #2: The social web is self-cleansing <ul><li>Bloggers and social media participants govern themselves - witness this week’s Facebook kerfuffle </li></ul><ul><ul><li>Announced new privacy policy on 2/15 </li></ul></ul><ul><ul><li>Lasted two days </li></ul></ul><ul><ul><li>Completely trashed in the blogosphere </li></ul></ul>
  19. 19. So… Make Friends Before You Need Them
  20. 20. So… Make Friends Before You Need Them Doc, …. I am writing this to you as the guy who can forward it to everybody that matters. I am writing this from a new computer, using an email address that will be deleted at the end of this. I am no longer me. My main machine despite my best efforts has been hacked, my accounts compromised including my email. and has been disconnected from the internet…
  21. 21. Lesson #3: Memes come and go quickly
  22. 22. So… Step away from the keyboard
  23. 23. Lesson #4: Your word is your brand <ul><ul><li>Now, more than ever, your word is all you have </li></ul></ul><ul><ul><li>Your blog/social presence is your living room – your town </li></ul></ul><ul><ul><ul><li>You decide what’s appropriate </li></ul></ul></ul>
  24. 24. What your lawyers will say <ul><li>RULES OF eDISCOVERY </li></ul><ul><ul><li>eMail, blog posts and even IM get reviewed in the case of any court discussion </li></ul></ul><ul><ul><li>Blogs must be monitored regularly </li></ul></ul><ul><ul><ul><li>Every eight hours </li></ul></ul></ul>KNOW THE RISKS
  25. 25. What your lawyers will say <ul><ul><li>Harassment issues </li></ul></ul><ul><ul><li>Confidential information </li></ul></ul><ul><ul><li>Privacy issues </li></ul></ul><ul><ul><li>Disparagement issues </li></ul></ul>THE MAJOR RISKS ARE AS FOLLOWS…
  26. 26. Questions? A debate? Janet Johnson [email_address] Blog: www. janetleejohnson .com Twitter: @janetleejohnson 503.807.8964