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The Importance of Ethics in Social Media in Marketing & Advertising

Presented by:

Karl KascaIncreaseOnlineProfits.com

626-795-9568karl@increaseonlineprofits.comwww.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?

Image Courtesy of: www.walyou.com - Are Social images free to use?

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Flickr.com

http://metacool.typepad.com/metacool/2006/08/gm_uses_flickr_.html http://www.flickr.com/photos/gmblogs/ http://www.flickr.com/help/forum/33525/

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Types of Social Media Communication Blogs: Blogger, LiveJournal, TypePad,

WordPress, Vox Internet forums: vBulletin, phpBB Micro-blogging: Twitter,Plurk, Pownce,

Jaiku Social networking: Avatars United, Bebo,

Facebook, LinkedIn, MySpace, Orkut, Skyrock, Netlog, Hi5_(website)

Social network aggregation: FriendFeed, Youmeo

Events: Upcoming, Eventful, Meetup.com

Collaboration Wikis: Wikipedia, PBwiki, wetpaint Social bookmarking: Delicious,

StumbleUpon, Stumpedia, Google Reader

social news: Digg, Mixx, Reddit Opinion sites: epinions, Yelp

Multimedia Photo sharing: Flickr, Zooomr,

Photobucket, SmugMug Video sharing: YouTube, Vimeo,

Revver Art sharing: deviantART Livecasting: Ustream.tv, Justin.tv,

Skype Audio and Music Sharing: imeem,

The Hype Machine, Last.fm, ccMixter

Entertainment Virtual worlds: Second Life,

The Sims Online Online gaming: World of Warcraft,

EverQuest, Age of Conan, Spore Game sharing: Miniclip

Source: Wikipedia: http://snurl.com/dja7p How Accurate: Essentially same as Britannica!

Nature, 2005

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What is Social Media REALLY about?

Disclosure

Transparency

Authenticity

Trust

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Social Reputation

http://www.flickr.com/photos/silkcharm/2681008129/

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Who cares about Social Reputation?

McDonalds: Could have anticipated “Super Size Me” trend

Source: http://www.distilled.co.uk/blog/

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Facebook & MySpace

http://www.informationweek.com/news/internet/social_network/showArticle.jhtml?articleID=215800519

http://www.mlive.com/news/flint/index.ssf/2008/10/tina_meier_mother_whose_daught.html

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Ghost Blogging

http://www.scoutblogging.com/2007/03/should_corporate_blogs_use_gho.html http://www.web-strategist.com/blog/2008/12/09/consumers-say-your-corporate-blog-is-not-

trusted/

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Facebook – Who’s Content is it anyway?

http://www.cnn.com/2009/TECH/02/17/facebook.terms.service/

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Opinions/Comments – Got one? Are you sure about that?

'It's good pizza ... don't expect to be born again or anything."

Yelp: Man detailed billing dispute with chiropractor: Concluded he'd found a "better, honest chiropractor."

First chiropractor asked patient to remove review for "unjustly" characterizing him as "unethical and dishonest."

Patient refused. Chiropractor got a lawyer Patient did take down the post Chiropractor sued anyway. Settled out of court (so far…).

"The Cult of the Amateur“ by Andrew Keen

See & Read Article: “Wild Wild Web” by Patt Morrison, LA Times, February 26, 2009: http://snipurl.com/djomk

Comments with Company names/links: Should you, or should you not? Yes, if it’s considered acceptable by the “community” (Digg, Delicious, forums, blogs, etc.)

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ePinions.com – Who’s Posting? – Can you tell if it’s your Competitor, or not?

http://snipurl.com/djq34

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Twitter & Beyond…

Search.twitter.com: http://snipurl.com/djqxa Sony Stupid…: http://snipurl.com/djr0i

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Twitter: Who are you, da da, da da, da da da da…

Anonymous Twitter names Autorespond (No!):

“Thank you for following me…” Spam bots Spam links (yikes!)

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Social Bookmarking

http://snipurl.com/djrr2 - YouTube Voting Own Article/Post Tag & Ping

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Second Life 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.

The predictions were made during "Symposium/ITxpo 2007: Emerging Trends," and were accompanied by five laws to guide enterprises in their virtual ventures.

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.

http://www.gartner.com/it/page.jsp?id=503861 http://www.knowprose.com/node/16634

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Final thoughts…

Syllogisms (Used in Rhetoric – the language to persuade) If a b, and b c, then a c

All Greeks are Men. All Men are Mortal All Greeks are Mortal

The Moon is Green Cheese is Green The Moon is made of Green Cheese

Moral: Watch out for…false Persuasion and Deception. Strive for: Disclosure, Transparency, Authenticity, and Trust.