Social Media Ethics

Presented to the Salem, Oregon Capital PRSA Chapter
September 2014

Transcript

1. Ethics is knowing the difference between what you have a right to do and what is right to do. - Potter Stewart Kelli Matthews University of Oregon kmatthew@uoregon.edu @kmatthews
2. What are ethics? • Value system: what is right or wrong, fair or unfair, just or unjust. • Beliefs about right and wrong that guide the way we think and act. • The rules or standards governing the conduct of the members of a profession.
3. What do Ethical Dilemmas Look Like?
4. Disclosure
5. Ghost-dogging… I mean, blogging
6. Astro-turfing
7. What else? • Tweet & delete. • Real-time marketing risks. • Privacy & safety. • Ill-trained and/or overly-enthusiastic employees.
8. PRSA Code of Ethics • Honesty • Advocacy • Fairness • Expertise
9. WOMMA’s Honesty ROI Honesty of Relationship: You say who you are speaking for Honesty of Opinion: You say what you believe Honesty of Identity: You will never lie about who you are
10. WOMMA’s 20-Questions • Would I be comfortable if my friends or family were involved with this campaign? • Is there anything about this campaign that I would be embarrassed to discuss publicly?
11. Translucent vs. Transparent
12. Prepare Yo’Self • Think through possible ethical issues. • Create a social media policy that provides for clear 
 guidelines • Build a process
13. • Define the specific ethical issue or conflict • Identify the factors - internal & external - that may influence the decision • Identify the key values at stake • Identify the audience and the organization’s obligation to each • Select the ethical principles to guide your decision-making process • Make your decision & justify it A guide to ethical decisions
14. Three Take-Aways ! 1. Every action has an ethical component. 2. Make your ethical decisions now. 3. Call a spade a spade.