THE RISE OF THE MICRO-BLOG  <ul><li>Shaun Bowen </li></ul><ul><li>Sean Casey </li></ul><ul><li>Dan Mielech </li></ul><ul><...
WHAT IS TWITTER? <ul><li>Launched in ’06: internet’s third largest social network </li></ul><ul><li>Currently has 14 milli...
TWITTER OPPORTUNITIES <ul><li>Scanning inane tweets    comprehensive responses to companies and their products </li></ul>...
HIGH HOPES FOR MICRO-BLOGGING <ul><li>Capital required </li></ul><ul><li>Privacy issues and protected corporate info </li>...
FINANCIAL ISSUES :  JUST ANOTHER BLOGGER TRYING TO MAKE QUICK CASH? <ul><li>Large network for social  and  business utilit...
FINANCIAL ISSUES : HOW OUR SOLUTION TIES IN <ul><li>overall goal: create a very intensive social network that relates busi...
FINANCIAL ISSUES : SOCIAL MEDIA GETS $OCIAL <ul><li>Rumors : </li></ul><ul><ul><li>Google (with a $1.42 billion, higher-th...
FINANCIAL ISSUES : WHAT THE EXPERTS SAY ABOUT TWITTER GOALS <ul><li>Fred Wilson (early investor in Twitter) is on board of...
FINANCIAL ISSUES : THE TOTAL <ul><li>Twitter does not sell ads. </li></ul><ul><ul><li>measures “ tweet-views ”: </li></ul>...
LEGAL ISSUES 1) INVASION OF PRIVACY <ul><li>“ revealing private information without express permission” (where you are, wh...
LEGAL ISSUES 2) DEFAMATION <ul><li>Damaging someone’s reputation with false information or seemingly harmless jokes. </li>...
LEGAL ISSUES 3) TRADEMARK VIOLATIONS <ul><li>Lawsuits might occur if Twitter users: </li></ul><ul><ul><li>post tweets to d...
LEGAL ISSUES 3) TRADEMARK VIOLATIONS (CONT.) <ul><li>Twittermark: freely allows users to incorporate the Twitter mark or v...
TWITTER ISSUES IN THE WORKPLACE <ul><li>posting tweets from corporate networks  exposing company secrets </li></ul><ul><ul...
TWITTER + ETHICS= TWETHICS? <ul><li>Raising Twitcapital is fraught with red flags: </li></ul><ul><ul><li>Self-interest </l...
TW ETHICS  AND  TW ETIQUETTE: FOR AN INDIVIDUAL <ul><li>What is accepted? </li></ul><ul><li>What is the motivation? Is my ...
TW ETHICS  AND  TW ETIQUETTE: FOR A COMPANY <ul><li>Search Engine Marketing and Optimization  (SEO) </li></ul><ul><li>help...
TWITTER MOVING UP IN THE SOCIAL SPHERES? <ul><li>TwitterHawk  (spam) </li></ul><ul><li>Privacy issues </li></ul><ul><li>In...
HARMS AND BENEFITS: AN ANALYSIS THE GOOD OUTWEIGHING POTENTIAL HARM <ul><li>Harms revolve around individual use and contro...
<ul><li>As capital investors stand to benefit down the line… </li></ul><ul><li>Quick advertweets = quick bucks </li></ul><...
SOURCES <ul><li>http://twitter.com/about#about </li></ul><ul><li>http://twitter.com/privacy </li></ul><ul><li>http://www.n...
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Twitter Ethics Team Competition

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Twitter Ethics Team Competition

  1. 1. THE RISE OF THE MICRO-BLOG <ul><li>Shaun Bowen </li></ul><ul><li>Sean Casey </li></ul><ul><li>Dan Mielech </li></ul><ul><li>Katie Narkiewicz </li></ul><ul><li>Paul Triano </li></ul>
  2. 2. WHAT IS TWITTER? <ul><li>Launched in ’06: internet’s third largest social network </li></ul><ul><li>Currently has 14 million users </li></ul><ul><ul><li>Businesspeople </li></ul></ul><ul><ul><li>Celebrities </li></ul></ul><ul><ul><li>Companies </li></ul></ul><ul><ul><li>Product lines </li></ul></ul><ul><li>Original Micro-blogging : 140-character “ tweets ” (ex: “what you ate for breakfast”) </li></ul><ul><ul><li>Reply to/directly message followers </li></ul></ul><ul><ul><li>Restrict privacy settings on tweets </li></ul></ul><ul><ul><li>Block ‘unfriendly’ users </li></ul></ul><ul><ul><li>Mobile phone accessibility </li></ul></ul>
  3. 3. TWITTER OPPORTUNITIES <ul><li>Scanning inane tweets  comprehensive responses to companies and their products </li></ul><ul><li>Twitter’s potential as a ‘ research tool’ business industry </li></ul><ul><ul><li>real-time consumer responses to products </li></ul></ul><ul><ul><li>companies adapt marketing campaigns </li></ul></ul><ul><ul><li>adding a search box for consumer ease </li></ul></ul><ul><ul><li>But serious capital is needed to get off the ground and increase search engine usability . . . </li></ul></ul>
  4. 4. HIGH HOPES FOR MICRO-BLOGGING <ul><li>Capital required </li></ul><ul><li>Privacy issues and protected corporate info </li></ul><ul><li>Trademark violations </li></ul><ul><li>Raise capital through business networking and venture capitalists </li></ul><ul><li>Form partnerships with internet magnates </li></ul><ul><li>Their problem(s): </li></ul><ul><li>The solution: </li></ul>
  5. 5. FINANCIAL ISSUES : JUST ANOTHER BLOGGER TRYING TO MAKE QUICK CASH? <ul><li>Large network for social and business utility </li></ul><ul><li>Taking Twitter to greater heights: </li></ul><ul><ul><li>greatly enhance the worlds of advertising/marketing </li></ul></ul><ul><ul><li>extend networking to new markets </li></ul></ul><ul><ul><li>open up doors with more business relevant to the site users </li></ul></ul><ul><li>A lready collected $55-57 million </li></ul><ul><ul><li>Institutional Venture Partners, Benchmark Capital, Union Square Ventures (New York), Spark Capital (Boston), Digital Garage, Bezos Expeditions </li></ul></ul>
  6. 6. FINANCIAL ISSUES : HOW OUR SOLUTION TIES IN <ul><li>overall goal: create a very intensive social network that relates business to everyday society ( and vice versa!!!) </li></ul><ul><li>more e-companies give Twitter venture capital. </li></ul><ul><li>more capital to Twitter: revolutionize marketing, enhance the business world, and help our economy. </li></ul><ul><li>By raising capital, we exploit part of the problem with our society… </li></ul><ul><ul><li>allowing the progression of a social network into a business network! </li></ul></ul><ul><li>By taking part, we are creating an opportunity to turn things around </li></ul>
  7. 7. FINANCIAL ISSUES : SOCIAL MEDIA GETS $OCIAL <ul><li>Rumors : </li></ul><ul><ul><li>Google (with a $1.42 billion, higher-than-expected profit earning during first ‘09 quarter) may buy Twitter </li></ul></ul><ul><ul><li>Potential Twitter-partners include: Google, Microsoft, the News Corporation and NBC Universal. </li></ul></ul><ul><ul><li>Currently seeking a director of strategic partnerships to work on distribution partnerships </li></ul></ul>
  8. 8. FINANCIAL ISSUES : WHAT THE EXPERTS SAY ABOUT TWITTER GOALS <ul><li>Fred Wilson (early investor in Twitter) is on board of micro-blogger </li></ul><ul><ul><li>from Day 1 that distribution of tweets = single most important thing </li></ul></ul><ul><li>Dom Sagolla (software engineer who helped created Twitter) says: </li></ul><ul><ul><li>more focused on building value before profit </li></ul></ul><ul><ul><li>will soon have advertising partner with big web/media company. </li></ul></ul>
  9. 9. FINANCIAL ISSUES : THE TOTAL <ul><li>Twitter does not sell ads. </li></ul><ul><ul><li>measures “ tweet-views ”: </li></ul></ul><ul><ul><li># of tweets viewed x # of viewers. </li></ul></ul><ul><li>Twitter wants to remain independent. </li></ul><ul><ul><li>Twitter’s CEO Evan Williams turned down Facebook’s offering of 3.33% shares </li></ul></ul><ul><ul><ul><li>$500 million, if the 15 billion Facebook evaluation is correct (set 1 year ago when Microsoft invested in Facebook.) </li></ul></ul></ul><ul><ul><li>CEO Williams raised the other $22 million </li></ul></ul><ul><ul><ul><li>In short: </li></ul></ul></ul><ul><ul><ul><li>the revenue is needed to expand long-term viability. </li></ul></ul></ul>
  10. 10. LEGAL ISSUES 1) INVASION OF PRIVACY <ul><li>“ revealing private information without express permission” (where you are, what you are doing, who you are with, etc.) </li></ul><ul><li>Complete strangers can access tweets via separate social networks ( University of Texas designed algorithms linking private info with personal internet usage ) </li></ul><ul><li>What investors need to be aware of: </li></ul><ul><li>“ Twitter is handing out the personal details of people who register brand names on the micro-blogging service to big companies, without alerting the original registrant or performing any kind of standard due diligence .” This could be solved. </li></ul><ul><ul><li>© 3/09 Current TV, LLC. <www.current.com> </li></ul></ul>
  11. 11. LEGAL ISSUES 2) DEFAMATION <ul><li>Damaging someone’s reputation with false information or seemingly harmless jokes. </li></ul><ul><li>Courtney Love: the first person sued for her defamatory tweets. </li></ul>
  12. 12. LEGAL ISSUES 3) TRADEMARK VIOLATIONS <ul><li>Lawsuits might occur if Twitter users: </li></ul><ul><ul><li>post tweets to dilute a trademarked name </li></ul></ul><ul><ul><li>have a similar username/avatar as a company </li></ul></ul><ul><ul><li>appear to have a relationship with a company or product when does not exist </li></ul></ul><ul><ul><li>Nothing can stop users from making sites that mock or build upon Twitter’s own logo… </li></ul></ul>
  13. 13. LEGAL ISSUES 3) TRADEMARK VIOLATIONS (CONT.) <ul><li>Twittermark: freely allows users to incorporate the Twitter mark or variations of it in third party applications. (Tweetdeck, Twitterific, Twittonary, Twitpic, etc) </li></ul><ul><li>The “Fail Whale”: purchased outright off iStockPhoto.  Can the person who designed it continue to use it or exploit it? </li></ul><ul><li>The Bird logo: Licensed from iStockphoto for $10-15. (Artist Simon Oxley received the price of a sandwich: $6) </li></ul><ul><li>Unlike“Fail Whale”, bird can be licensed to anyone else who wants it via iStockPhoto </li></ul>
  14. 14. TWITTER ISSUES IN THE WORKPLACE <ul><li>posting tweets from corporate networks exposing company secrets </li></ul><ul><ul><li>These conversations are legally binding </li></ul></ul><ul><ul><li>subject to the legal rules of electronic discovery </li></ul></ul><ul><ul><ul><li>tweets can be subpoenaed </li></ul></ul></ul><ul><li>trigger workplace retaliation and wrongful termination claims </li></ul><ul><ul><li>users will claim lack of just cause (protected tweets: noting harassment at work or disclosing a safety violation) </li></ul></ul>
  15. 15. TWITTER + ETHICS= TWETHICS? <ul><li>Raising Twitcapital is fraught with red flags: </li></ul><ul><ul><li>Self-interest </li></ul></ul><ul><ul><ul><li>Tweets are your thoughts displayed for the public. </li></ul></ul></ul><ul><ul><li>Advocacy </li></ul></ul><ul><ul><ul><li>Social media rules change by those with the most leverage </li></ul></ul></ul><ul><ul><li>Self-review </li></ul></ul><ul><ul><ul><li>Don’t let marketers tell you how to use Twitter. Make your own! </li></ul></ul></ul><ul><ul><ul><li>KEEP IN MIND: </li></ul></ul></ul><ul><ul><ul><li>Networking competitor, FriendFeed, already has a search box. </li></ul></ul></ul>
  16. 16. TW ETHICS AND TW ETIQUETTE: FOR AN INDIVIDUAL <ul><li>What is accepted? </li></ul><ul><li>What is the motivation? Is my purpose clear? </li></ul><ul><li>Are my contributions meaningful? </li></ul><ul><li>Am I depriving users of their liberty? </li></ul><ul><li>Do my Tweets deprive users of their happiness? </li></ul>
  17. 17. TW ETHICS AND TW ETIQUETTE: FOR A COMPANY <ul><li>Search Engine Marketing and Optimization (SEO) </li></ul><ul><li>helps business investors: </li></ul><ul><li>▪ go where the audience goes </li></ul><ul><li>▪ identify the major influencers </li></ul><ul><li>incorporate them as social marketing plan </li></ul><ul><li>▪ use Twitter streams as listening tools </li></ul><ul><li>receive feedback on products/services </li></ul>
  18. 18. TWITTER MOVING UP IN THE SOCIAL SPHERES? <ul><li>TwitterHawk (spam) </li></ul><ul><li>Privacy issues </li></ul><ul><li>Interference at work </li></ul><ul><li>Increased advertising </li></ul><ul><li>Collapse of “moral health” </li></ul><ul><li>Increased social mobility </li></ul><ul><li>Follower management </li></ul><ul><li>Stream analysis </li></ul><ul><li>Increased accessibility of information </li></ul><ul><li>Increased advertising </li></ul><ul><li>More profitable returns for investment companies </li></ul><ul><li>More effective marketing campaigns </li></ul><ul><li>Harms </li></ul><ul><li>Benefits </li></ul>
  19. 19. HARMS AND BENEFITS: AN ANALYSIS THE GOOD OUTWEIGHING POTENTIAL HARM <ul><li>Harms revolve around individual use and control of personal info </li></ul><ul><li>Personal choice to use social networks </li></ul><ul><li>Increased incentive to police networks  constantly evolving fight to be ethical </li></ul><ul><li>Increased capital = </li></ul><ul><ul><li>more efficiency </li></ul></ul><ul><ul><li>more accuracy </li></ul></ul><ul><ul><li>more access </li></ul></ul><ul><li>Harms </li></ul><ul><li>Benefits </li></ul>
  20. 20. <ul><li>As capital investors stand to benefit down the line… </li></ul><ul><li>Quick advertweets = quick bucks </li></ul><ul><li>Duty to treat investors equally, without familiarity </li></ul><ul><li>Duty to not self-promote recklessly </li></ul><ul><li>Right to actively monitor streams for useful info </li></ul><ul><li>For everyone else… </li></ul><ul><li>Utilitarian: Investments increase efficiency, help search engines, benefit users and investors alike. </li></ul><ul><li>Right to control privacy settings (possible) and duty to respect other’s tweets. </li></ul><ul><li>Social media deontology : encourage, participate and monitor responses, discuss opinions, promote without spamming </li></ul>
  21. 21. SOURCES <ul><li>http://twitter.com/about#about </li></ul><ul><li>http://twitter.com/privacy </li></ul><ul><li>http://www.nytimes.com/2009/04/14/technology/internet/14twitter.html?_r=2&ref=business </li></ul><ul><li>http://yourbiz.msnbc.msn.com/archive/2009/02/18/1798785.aspx </li></ul><ul><li>http://www.main-vision.com/richard/blog/?p=986 </li></ul><ul><li>http://www.blogherald.com/2008/05/05/copyright-and-twitter/ </li></ul><ul><li>http://www.businessinsider.com/courtney-love-sued-for-twitter-defamation-2009-3 </li></ul><ul><li>http://blogs.computerworld.com/node/13669/print </li></ul><ul><li>http://current.com/items/89953507_twitter-giving-personal-details-to-companies.htm </li></ul><ul><li>http://www.law.com/jsp/legaltechnology/pubArticleLT.jsp?id=1202426964831 </li></ul><ul><li>http://spamnotes.com/2009/03/19/trademark-issues-for-twitter.aspx </li></ul>

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