Reflection: Ethical use of social media

The social media boom brought about many opportunities for growth. Such that it has become a key platform for both businesses and consumers to connect on a deeper level. But at the same time, it brought up many unprecedented ethical issues with more businesses adopting it into their operations. This trend is the result of imbalance between maximising profits and doing the right thing.

Source: Privacy

From Leila’s post, she touched on the issue of privacy such that companies utilise customer databases to channel marketing efforts without the customer’s knowledge. This adds exceptional convenience and customisation in the service but if not vigilant, the consumer may feel that their privacy is breached.Companies have no wrong in wanting to earn profits but in this case there’s a thin line between profits and committing an offence of intrusion. (1)

Source: Recruitment Tool

Similarly in Joletta’s post, the issue of privacy is emphasised upon but in the recruitment context. Social media has evolved to become a tool for recruiters to perform background research. Privacy is stepped upon when suitability of applicants are no longer based solely on qualifications but also how they act in their personal life. It is premature to do so because recruiters are making the decision to hire based on the own perception they created.

Based on the comments received, I realised that AstroTurfing can be unintended. Reason being the use of social media for business is still a new trend and only gained popularity in recent years. There are many grey areas to iron out and with reference to Theresa’s post, the result is businesses may unintentionally fabricate information in their social media publicity.

To conclude, social media can be a double-edged sword with so many yet to be uncovered uses to explore. It is important for businesses to balance between profits and ethics to ensure just business proceedings.

(Word count: 310)

Blogs I commented on:
Lelia
Joletta

References:

Federal Trade Commision Act, Avaliable at: https://www.ftc.gov/sites/default/files/documents/statutes/federal-trade-commission-act/ftc_act_incorporatingus_safe_web_act.pdf

 

(Un)Ethical use of social media in business

With the advancement of technology, social media is becoming indispensable as it is slowly incorporated into our daily lives. As a result many unseen ethical issues start to surface.

Source: https://www.reference.com/world-view/ethical-issue-f1d5bd587b50cdbf#

With social media gaining mass popularity, the right usage would create an abundance of business opportunities as well as increase brand loyalty and recognition. (1) It is no wonder that businesses would focus their marketing efforts in the area.

I will be discussing the ethical issue on info fabrication by businesses, emerged from the emphasis on social media. Companies may purposely distort revealed information so as to increase market value or to gain a competitive edge.

Source: http://www.truthliesdeceptioncoverups.info/2013/05/spotting-spin-some-tricks-of-trade.html

Companies may do so through unreported endorsements by seeking out individuals with resounding social media profiles and pay them to do publicity for the brand. With the influence a social media celebrity can bring to the people, a simple positive recommendation may create wonders to a firm’s market value.

However on occasions when called for, firms may decide not to disclose that it is an endorsement so as to make it a “real” success story. It builds a closer relation with their customers but may be hard for consumers to swallow after the truth is uncovered. A good example would be Walmart where customers feel cheated after realising the travelling blog is sponsored for.

Read more from this article.

They may also deliver information with improper anonymity. The use of social media enable consumers to readily attain information on products and services as well as the company delivering it from platforms such as forums.

source: http://forums.watchuseek.com/f21/citizen-vs-seiko-quality-324321.html

As a result of this reliance, firms can have their agents comment anonymously on online forums to fulfil a multitude of objectives. They can promote own products through good ratings and even create a discussion by raising questions about competitors to bring them down.

source: http://www.nytimes.com/2008/12/14/business/14feed.html

However doing this without revealing the company’s involvement involves a huge risk because if uncovered, customer’s trust in the firm will be shattered. Whole Foods CEO John Mackey incurred a lawsuit after anonymously thrashing its competitor online to buy them over.

Read more about this here.

In conclusion, social media is both a blessing and a curse depending on how people use it. If businesses justify their use, it may lead to unprecedented opportunities. But if used unethically, it may have drastic consequences for the business and consumers.

(400 words)

References:

1. http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media-marketing/#a1d05862a4d2
2. http://www.bloomberg.com/news/articles/2006-10-17/wal-mart-vs-dot-the-blogospherebusinessweek-business-news-stock-market-and-financial-advice
3. http://www.cbsnews.com/news/whole-foods-ceo-attacked-rival-online/