Social Media Ethics - PowerPoint PPT Presentation

View by Category
About This Presentation
Title:

Social Media Ethics

Description:

Social Media Ethics Facebook & Twitter & Pinterest, Oh My! Tips for the Ethical Social Media Practitioner Deborah A. Silverman, Ph.D., APR Chair – PowerPoint PPT presentation

Number of Views:2536
Avg rating:3.0/5.0
Date added: 19 July 2020
Slides: 28
Provided by: Patr467
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Social Media Ethics


1
  • Social Media Ethics
  • Facebook Twitter Pinterest, Oh My!
  • Tips for the Ethical Social Media Practitioner
  • Deborah A. Silverman, Ph.D., APR
  • Chair
  • PRSA Board of Ethics and Professional Standards
  • May 29, 2012

2
Social Media activities that have damaged
reputations and destroyed trust.
  • FACEBOOK FIASCO OUR INDUSTRY IS BETTER THAN THIS
    --- PR Week
  • FTC ISSUES 250,000 FINE FOR FAKE ONLINE REVIEWS
  • --- Ragans PR Daily
  • WHOLE FOODS CEO CRITICIZED RIVAL IN ANONYMOUS
    POSTS
  • --- Bloomberg NewsKENNETH COLES EGYPT TWEET
    OFFENDS JUST ABOUT EVERYONE ON TWITTER
  • --- AOL.News

3
Questionable social media behavior begs the
question Can I Trust Your Organization At
All?
4
  • Trust is like the air we breathe. When its
    present, nobody really notices. But when its
    absent, everybody notices.
  • -- Warren Buffett

Slide Source Michael G. Cherenson, APR, Oct. 2008
5
How can PR pros help establish trust for an
organization or a brand?
  • The Public Relations Society of America
  • Code of Ethics
  • A standard for ethical behavior and trust
    building

6
PRSA Code of Ethics
  • Values
  • Fairness
  • Independence
  • Advocacy
  • Honesty
  • Expertise
  • Loyalty
  • Provisions
  • Free Flow of Information
  • Competition
  • Disclosure of Information
  • Safeguarding Confidences
  • Conflicts of Interest
  • Enhancing the Profession

7
Ethical Decision-Making Process
  • Identify the ethical issue and/or conflict. 
  • Determine internal/external factors likely to
    influence your decision (financial, contractual,
    legal issues, etc.).
  • Choose key PRSA values that apply.
  • Consider parties who will be affected by your
    decision and your obligation to each one.
  • Select ethical principles to guide your decision
    making (see PRSA code provisions).
  • Make a decision.

8
Now lets look at some real case examples of
Social Media Ethical Dilemmas
9
  • Fairness
  • Independence

10
  • Fairness
  • Deal fairly with clients, employers, competitors,
    peers, vendors, the media, and the general
    public.
  • Required Actions for PR Pros
  • Respect all opinions.
  • Support the right of free expression.
  • Build trust with the public by revealing all
    information needed for responsible decision
    making.

11
Social Media Fairness Situations
  • Water district taps Google for good coverage
  • -- Los Angeles Times
  • http//www.latimes.com/news/local/la-me-central-ba
    sin-20110913,0,5172726.story
  • Google News cuts links to website the next day
  • http//articles.latimes.com/2011/sep/14/local/la-m
    e-central-basin-google-20110914

12
  • Independence
  • We provide objective counsel to those we
    represent to build the trust of clients,
    employers and the public. We are accountable for
    our actions.
  • Required Actions for PR Pros
  • Avoid real, potential or perceived conflicts of
    interest for yourself, your organization, and
    your clients.
  • Speak up when others want to violate professional
    practice standards be the voice of
    professionalism.
  • Speak truth to power show the long-term value
    of ethical behavior and the consequences for
    unethical behavior.

13
Social Media Independence Situations
  • Interns posting false reviews.
  • http//www.nytimes.com/2010/08/27/technology/27ftc
    .html?_r1
  • 250K Reasons To Pay Attention To The Blogger
    Rules -- PRSAY
  • http//prsay.prsa.org/index.php/2011/03/25/revisit
    ing-ftc-blogger-rules/

14
  • Advocacy
  • Honesty

15
  • Advocacy
  • We serve the public interest by acting as
    responsible advocates for those we represent.
  • Required Actions for PR Pros
  • Tell your organizations side of the story
    honestly without using misleading facts, spurious
    arguments or bogus emotional appeals.
  • Provide a voice for the organization through
    ideas, facts and viewpoints to aid informed
    public debate.

16
  • Social Media Advocacy Situations
  • Duke Nukems PR Threatens To Punish Sites That
    Run Negative Reviews
  • -- Wired.com
  • http//www.wired.com/epicenter/2011/06/duke-nukems
    -pr-threatens/
  • Redner Group Loses Biggest Client Over Tweet
    --Advertising Age
  • http//adage.com/article/digital/redner-group-lose
    s-biggest-client-tweet/228225/
  •  

17
  • Honesty
  • We adhere to the highest standards of accuracy
    and truth in advancing the interests of those we
    represent and in communicating with the public.
  • Required Actions for PR Pros
  • Maintain the integrity of relationships with the
    media, government officials, and the public.
  • Investigate the accuracy of information given to
    you.
  • Reveal sponsors for causes/interests.
  • Disclose financial interests.

18
Social Media Honesty Situations
  • Marie Callenders fake intimate Italian
    restaurant and hidden camera
  • Bloggers Dont Follow The Script, To Con Agras
    Chagrin New York Times
  • http//www.nytimes.com/2011/09/07/business/media/w
    hen-bloggers-dont-follow-the-script-to-conagras-ch
    agrin.html

19
  • Expertise
  • Loyalty

20
Expertise
  • We advance our profession through our continued
    professional development, research, and
    education.
  • Required Actions for PR Pros
  • Know your craft and stay informed (read the Code
    of Ethics and the Professional Standards
    Advisories).
  • Build mutual understanding, credibility and
    relationships among a wide array of institutions
    and audiences.

21
Social Media Expertise Situations
  • _at_Kennethcole
  • Millions are in an uproar in Cairo. Rumor is
    they heard our new spring collection is now
    available online. KC
  • Kenneth Cole's Egypt Tweet Offends Just About
    Everyone on Twitter
  • -- AOL.News
  • http//money.cnn.com/2011/02/03/news/companies/Ken
    nethCole_twitter/index.htm
  • http//mashable.com/2011/02/03/kenneth-cole-egypt/

22
Loyalty We are faithful to those we represent,
while honoring our obligation to be honest and
serve the public interest.
  • Required Actions for PR Pros
  • Act in the best interests of the client.
  • Protect the privacy rights of clients,
    organizations, and individuals by safeguarding
    confidential information, even when no longer
    employed by them.

23
Social Media Loyalty Situations
  • _at_Redcross
  • Ryan found two more 4 bottle packs of Dogfish
    Heads Midas Touch bear.when we drink we do it
    right gettingslizzerd
  • http//money.cnn.com/2011/02/17/smallbusiness/dogf
    ish_redcross/index.htm
  • http//www.aolnews.com/2011/02/17/rogue-beer-tweet
    -by-red-cross-employee-leads-to-donations/

24
Bottom Line Reputation is based on
trust.Profits come from strong reputations.And
strong reputations come from doing the right
thing.
25
  • For more information about the
  • PRSA Code of Ethics go to
  • http//www.prsa.org/AboutPRSA/Ethics/

26
PRSA Ethics Month - September
  • Two Tweet chats
  • Webinar chapter ethics officers, other PRSA
    members, PRSSA students
  • Ethics article in Tactics
  • PRSAY blog posts
  • Trans-Atlantic Ethics Summit with PRSAs British
    counterpart (CIPR Chartered Institute of Public
    Relations)

27
Questions?
  • Dr. Deborah Silverman, APR
  • Associate Professor of Communication
  • Buffalo State College
  • Email silverda_at_buffalostate.edu
  • Phone 878-3606
About PowerShow.com