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© - 20091 The Importance of Ethics in Social Media in Marketing & Advertising Presented by: Karl Kasca

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Presentation on theme: "© - 20091 The Importance of Ethics in Social Media in Marketing & Advertising Presented by: Karl Kasca"— Presentation transcript:

1 © The Importance of Ethics in Social Media in Marketing & Advertising Presented by: Karl Kasca Follow me on Twitter: Connect with me on LinkedIn:

2 © What is Social Media? Image Courtesy of: - Are Social images free to use?

3 ©

4 © Types of Social Media Communication Blogs: Blogger, LiveJournal, TypePad, WordPress, Vox BlogsBloggerLiveJournalTypePad WordPressVox Internet forums: vBulletin, phpBB Internet forumsvBulletinphpBB Micro-blogging: Twitter,Plurk, Pownce, Jaiku Micro-bloggingTwitterPlurk PownceJaiku Social networking: Avatars United, Bebo, Facebook, LinkedIn, MySpace, Orkut, Skyrock, Netlog, Hi5_(website) Social networkingAvatars United BeboFacebookLinkedInMySpace OrkutSkyrockNetlogHi5_(website) Social network aggregation: FriendFeed, Youmeo Social network aggregation FriendFeedYoumeo Events: Upcoming, Eventful, Meetup.comUpcomingEventful Collaboration Wikis: Wikipedia, PBwiki, wetpaint WikisWikipediaPBwikiwetpaint Social bookmarking: Delicious, StumbleUpon, Stumpedia, Google Reader Social bookmarkingDelicious StumbleUponStumpediaGoogle Reader social news: Digg, Mixx, Reddit social newsDiggMixxReddit Opinion sites: epinions, YelpepinionsYelp Multimedia Photo sharing: Flickr, Zooomr, Photobucket, SmugMugFlickrZooomr PhotobucketSmugMug Video sharing: YouTube, Vimeo, RevverYouTubeVimeo Revver Art sharing: deviantARTdeviantART Livecasting:,, Skype Audio and Music Sharing: imeem, The Hype Machine,, ccMixterimeem The Hype MachineLast.fmccMixter Entertainment Virtual worlds: Second Life, The Sims Online Virtual worldsSecond LifeThe Sims Online Online gaming: World of Warcraft, EverQuest, Age of Conan, SporeWorld of Warcraft EverQuestAge of ConanSpore Game sharing: MiniclipMiniclip Source: Wikipedia: How Accurate: Essentially same as Britannica! Nature, 2005

5 © What is Social Media REALLY about? Disclosure Transparency Authenticity Trust

6 © Social Reputation

7 © Who cares about Social Reputation? McDonalds: Could have anticipated Super Size Me trend Source:

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9 9 Facebook & MySpace leID= leID=

10 © Ghost Blogging

11 © Facebook – Whos Content is it anyway?

12 © 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: Comments with Company names/links: Should you, or should you not? Yes, if its considered acceptable by the community (Digg, Delicious, forums, blogs, etc.)

13 © – Whos Posting? – Can you tell if its your Competitor, or not?

14 © Twitter & Beyond… Sony Stupid…:

15 © 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!)

16 © Social Bookmarking - YouTube Voting Own Article/Post Tag & Ping

17 © 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 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.

18 © 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.

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