We should by now understand that social media works as a double-edged sword. Giving extensive power that can either aid or tarnish the image of an individual or the commune.
Let’s look at some of the infamous social media disasters.
At the end of the day, social media is just a platform and technology that is a tool which does not have ethics. It is our moral compass that guides us on how we approach decisions when it comes to social media.
Watch Video Here
False advertising on social media boutiques.
Social media is a place where we can easily falsify what information is shared. Taking the latest US election 2016 as an example, where a series of twitter post trended that ‘Harambe’, the ‘shot down’ gorilla from Cincinnati Zoo, received up to 11,000- 15,000 votes on the election for president.
More information click here.
Social media has become a new battleground for businesses. One of the reasons social media is important is because of the highly customizable nature of social media ads partly because sites like Twitter, Facebook and Instagram marketing valuable, is the interaction you get to have with your customer base. However, not all firms have good reviews or even appear on the 1st page of your google search, thus they use Search Engine Optimisation (SEO) techniques to hide negative results, pay for ‘likes’ and fake accounts to post positive reviews.
Watch Video Here
Paid individuals (celebrities) did not label social media post as ads.
KFC’s attempt at publicly belittling Captain Crunch cereal.
It is impossible to say how far firms or paid individuals will participate in ‘Publicly disparaging other’ by spreading false rumours about another. Although there are legal frameworks in place that prohibits “unfair or deceptive” communications in advertising. There are several tactics in which businesses can still adopt and strive by behaving unethically or worst, many businesses are still unconsciously doing it, how? Companies may outsource their advertising to agencies who may not be trained and educated on the regulations for social media advertising.
Firms should educate employees and implement policies and appropriate procedures which governs the department that oversees what they are publishing on their social feed if they wish to not surface as the next case study.
Chelsea Varney. 9 Oct 2013. https://www.brandwatch.com/blog/celebrity-twitter-endorsements-regulations-allegations-and-selling-out/
Doug Criss. 10 Nov 2016. http://edition.cnn.com/2016/11/10/us/harambe-votes-trnd/index.html
Jim Barr. 28 Apr 2014. http://blog.socialcontentmarketing.com/7-ethical-dilemmas-faced-in-social-media-marketing/
Thomas Brown. 8 Sept 2014. https://www.theguardian.com/media/2014/sep/08/tweets-trusted-tainted-social-media-fails