In our reading of "Share This", our class discussed the
ethical fails that can occur through improper use of social media. Even though
social media gives us the opportunity to post whatever we want whenever we
want, there are limitations to what should be posted. Ethical behavior should
be at the forefront of any brand spokesperson, because it is a direct
reflection on the business’ values.
When voicing an opinion, PR people can walk a thin line
between what is acceptable and what is crossing the line. When deciding what is
ethical, the poster must consider when, where, and how he or she is utilizing
social media tools. It is also crucial that there is more than one person
reviewing the PR material before it is posted on social media.
"Share This" lists the 4 categories where we can find majority
of ethical blunders.
1. Offensive content
2. Hijacking the serious news agenda
3. Misrepresenting a brand or person
4. Taking social content out of context
Business Insider lists a few of the biggest social media
failures in 2013. Majority of these failures fall into one of Share This’ categories.
In the article, it is enlightening to see how quickly people willingly respond
with their brutal opinions. It also reveals how important it is to maintain
ethical conduct.
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