Ethics in Social Media

Portland Communicators Conference

May 6, 2009

What gives me the right?

Marqui “pay bloggers” program

First to Pay Bloggers for their Posts… BUT:

● Completely transparent - required flags

● We published EVERYTHING

● Known for doing it right…

● Boy, that was the wild, wild west!

Results? Oh, yes…

More than 200 pieces of press

“Ethics is what you dowhen no one is looking.”

George Bernard Shaw

Today, no one is ever not looking…

Three Rules to Remember

Rule #1: Use common sense

Rule #2: When in doubt, don’t

Rule #3: If all else fails, refer to rule #1

Doris Lee’s Common Sense Rule:

Becomes Managing Your Online Reputation…

Case in Point: Dumb and Dumber

Patrick Doyle’s Response: in Medium, an Apology, Reflects

Disgust

Lesson #1: Prepare Your Employees

Your employee handbook needs updating:

● Covers social media

● Covers IM - anything written to a screen can be used in discovery

● Explicit responsibilities as Brand Ambassadors, during and after business hours

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

Honesty of Relationship

You say who you're speaking for…

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…

Lesson #2: The social web is self-cleansing

Bloggers and social media participants govern themselves - witness this week’s Facebook kerfuffle

● Announced new privacy policy on 2/15● Lasted two days● Completely trashed in the blogosphere

So… Make Friends Before You Need Them

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…

Lesson #3: Memes come and go quickly

So… Step away from the keyboard

Lesson #4: Your word is your brand

● Now, more than ever, your word is all you have

● Your blog/social presence is your living room – your town

• You decide what’s appropriate

What your lawyers will say

RULES OF eDISCOVERY

● eMail, blog posts and even IM get reviewed in the case of any court discussion

● Blogs must be monitored regularly• Every eight hours

KNOW THE RISKS

What your lawyers will say

1. Harassment issues

2. Confidential information

3. Privacy issues

4. Disparagement issues

THE MAJOR RISKS ARE AS FOLLOWS…

Questions? A debate?

Janet Johnsonjanet@janetleejohnson.com

Blog: www.janetleejohnson.comTwitter: @janetleejohnson

503.807.8964