This document outlines the agenda for a workshop on legal, moral, and ethical issues related to social networking. It discusses the differences between moral, ethics, and legal issues. It raises questions about whether social media sites act ethically. It also discusses common frauds, spam blogs, issues with personal information sharing, intrusive advertising, ownership of content, and recommendations for creating a matrix of risks, values, ethics and morals to address these challenges.

1. Legal, Moral , Ethics
DigiGen 2009 Workshop
Part 4
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Gregory.birge@f5dc.com +65 9111 6849

2. AGENDA
0900 – 0930 : Introduction
0930 – 1030 : Current social networking market Place
1030 – 1100 : BREAK
1100 – 1200 : Optimizing Audience Engagement
1200 – 1300 : LUNCH
1300 – 1400 : Revenue generation, goals
1400 – 1430 : Legal aspects
1430 – 1500 : BREAK
1500 – 1600 : Future Trend

3. Is there a difference ?
 Moral, Ethics, Values
 One location
 Faster
 Worldwide
 Easier to trick people
 Gatekeeper
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4. Is there a difference ?
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5. Ethical: A Definition
 1. pertaining to or dealing with morals
or the principles of morality; pertaining
to right and wrong in conduct.
 2. being in accordance with the rules
or standards for right conduct or
practice, esp. the standards of a
profession:
source: www.dictionary.com

6. Is Facebook ethical ?
source: Saunderslog.com

7. Some of Ethical Issues
 Vijay Goel, M.D. - Impact anonymity has to impact the digital reputation of others, especially where they have not opted in to that discussion.
 SeLiNa - Firms who misrepresent themselves online and try to deceive people by not being up front about their campaign activity, and pretending to be “user”
and not a marketer.
 Kari Rippetoe - Do people who post information about themselves online have any expectation of privacy? Should social media sites play a larger role in
ensuring the privacy of their users?
Accumulation of
 Gfox - I think information sharing vs. keeping. We’re all about ’sharing’ except when it comes to our monetization secrets.
Underhanded
Gaming the SEO
with the intention of monetizing them. friends with the
 Albert Maruggi - (1) Gaming the SEO system to gain rank, (2) underhanded manipulation of product reviews and comments, (3) the accumulation of friends
manipulation of
 wayzgoose - (1) Exposure and (2) using social groups for promotion of ideology, business, or personal exploitation.
system to gain
 Shawn Scott - Protecting free speech as it relates to transparency. intention of
 Roxanne Darling - Competition for mind share. product reviews
rank
 krash63 - Widening the net to listen to more voices. monetizing
and comments,
 Chris Heuer - How do we give bad actors in the ecosystem (exploitative, manipulative, dishonest, rude, etc…) a bad reputation that is more visible for others to
know who to take seriously and who to ignore? them.
 Steve Nimmons - Use of Social Media as a propaganda machine for some rather nefarious groups.
 Tom At The Home Business Archive - People tend to add people as friends to monetize them and also submit their own content to the all the sites, and
every single blog post they write.
 tmarklein - Blurring of lines between “edit” and “advertising” — seems antiquated and important at same time.
 jamieortiz - Transparency –educating CEOs to be honest in posts and comments.

8. Most common frauds…NUMBERS !
4% click rate delivery
CPP CPC DOES NOT EXIST
Page rank guarantee
DOES NOT EXIST
Listing guaranteed
DOES NOT EXIST
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9. You can pay for it, just admit it
source: Websiteoutlook.com

10. I was fired because of blogging

11. Spam blogs… or splogs
182 spam articles in a day
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12. WWW.F5DC.COM

13. All I Want for Xmas is a PSP
 Launched: Nov 2006
 On blog and YouTube
 Video was linked to domain owned by Zipatoni
(marketing company)
 Sony had to publicly admit and apologise
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14. Moral: A Definition
 of, pertaining to, or
concerned with the
principles or rules of right
conduct or the distinction
between right and wrong;
ethical: moral attitudes.
source: www.dictionary.com

15. Looks cute , but…..
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16. Personal note, everyone knows you
 Don’t display ‘strange pictures’
 Remember Edison Chen
 Behave…
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17. Should you trust them?
31%, Used
unprofessional
31%, Posted
screen name,
provocative
8%
31%, Shared
photographs,
11% employer's
confidential
information,Boasted
31%,
15% drinking and
doing drugs,
31%, Bad-
19%
mouthed ex-
company, 19%
31%, Criminal
behaviour, 24%
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18. Intrusive advertising

19. Legal: A Definition
1. permitted by law; lawful:
Such acts are not legal.
2. of or pertaining to law;
connected with the law or
its administration: the legal
profession.
source: www.dictionary.com

20. Others
 Whose right does it
belong to?
 Is the video yours?

21. Countermeasures

22. Spam control
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23. If you do not want to do something
 Be definition, lawyers are risk aversive
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24. Recommendation
Ethics Morals Legal
 Be honest  Take extra  Create firewall
precautions
 Inform upfront  Don’t create non
necessary
 Accept mistakes
 Accept to loose
control
Create Matrix Risk – Values – Ethics – Morals and counter measures
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25. THANKS
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Gregory.birge@f5dc.com +65 9111 6849

26. Online consumer deception
 Spyware
 Cyberstalking
 Hacking
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