Topic 4

Source: Giphy.com

. . .

– Let’s think –

After reading Jamie‘s post, what got me thinking further is her example of the Gushcloud Expose. Bloggers from Gushcloud were asked to write negative comments about its clients’ rival companies.[1] Such defamation is unethical and can result in dire consequences such as people losing their jobs.

So how can companies protect themselves against libel?

According to Dr. Chris Anderson,[2] co-founder of Cyberinvestigation Services, he stated that it boils down to three steps: Protection, Monitoring and Defense.

1. Protection: Encouraging satisfied customers to write reviews to build additional content such that positive material occupies the google search of your company.

2. Monitoring: Uncover online problems quickly. As time passes, the problem becomes more complicated. Having a social media department to constantly monitor will help to address certain issues.

3. Defense: This is when it happens, companies need to rationally assess their ability to handle the issue. Their options include the following:

Source: Forbes.com

Reading Venezia‘s post on unethical marketing on how influencers/marketers promote products that may ultimately be harmful for consumers set me thinking on marketing morality. How do we as marketers know when to draw the line? We hold a certain responsibility on what we sell, as well as the effects of our actions.[3]

Source: Sethgodin.typepad.com

Recall Slim 10?[4] That magical slimming pill “guaranteed” to get you your desired waistline? This is an actual incident that happened in Singapore which even led to death.

Some may argue that its freedom of expression and choice on what people want. And just because you have an advertisement, doesn’t mean people would buy it.

Topic 4 really set me thinking in the point of view as a marketer in future. There are many questions on what is considered ethical. A fine line lies between morality and marketing. Knowing that your product causes potential harm, would you still market it?

Source: Giphy.com(2)

(322 words)

. . .

– Comments –

Here are my comments on Venezia‘s blog and Jamie‘s blog.

References:

[1] xiaxue.blogspot.com (2014) – The Big Gushcloud Expose

[2] Forbes.com (2014) – Protecting Your Online Reputation: 3 Key Tasks Your Business Must Complete In 2014

[3] Sethgodin.typepad.com (2006) – Marketing Morality

[4] National Library Board Singapore (2011) – Slim 10 Saga

Image References:

Giphy Image(1) – http://giphy.com/gifs/smh-reaction-toy-story-avFEkQo2I73fa

Giphy Image(2) – http://giphy.com/gifs/disney-stitch-bleu-i0lZAPw40F212

Forbes.com – Protecting Your Online Reputation: 3 Key Tasks Your Business Must Complete In 2014

Sethgodin.typepad.com – Marketing Morality

“It’s my life! I can say and post whatever i want!” or can you? Let us investigate…

. . .

– Are you sure you’re gonna say that? –

Will Smith on Jaden Smith. Will realizes his son is not the sharpest tool in the shed credit to reddit. dumb when I an I d W at falke I 'gait

Source: funnyjunk.com

There are millions of communications sent via social media everyday. There’s also a temptation which makes you want to post anything under the sun and share it with your friends. The question is, how would you know what you’re posting does not cross a certain line and affect you in future?

This brings me back to topic 3 where i found out that more recruiters are going online to source for talent. Another reminder to clean up your social media accounts the best you can as you do not want “zombie content” to come back and haunt you.[1]

Source: theundercoverrecruiter.com

So how would you know if you have really crossed the line when you post something? Under section 127 of the Communications Act 2003 and section 1 of the Malicious Communications Act 1988, they state:

Source: legislation.gov.uk

By relating to these guidelines, i presume you pretty much got a rough idea on what not to post. Some examples that you should AVOID posting online:

1. Racist remarks – These are always offensive and may cost you your job. An example would be the case of Justine Sacco[2] who was sacked as communications director of the New York-based internet empire InterActiveCorp for posting this insensitive tweet:

Source: theguardian.com

2. Sexist remarks – Such remarks do not get you anywhere, it is plain offensive and indecent. Two firefighters learned it the hard way and were dismissed from their jobs.[3] Always ask yourself: “How would you like if that same comment was made on one of your family members?”

Source: news.nationalpost.com

. . .

– FREEDOM! –

“Freedom of speech” does not mean you can post anything! So what is unethical behavior? According to Jay Shepherd, author of the book Firing at Will: A Manager’s Guide, he summarizes it with one sentence.[4]

Source: mashable.com

Dr. Patricia J. Harned, president of the Ethics Resource Center(ERC) adds on that the perception of ethics are influenced by many things. It could be said that its in the values which we learnt as children. Another aspect could be the influence of people that come along the way in our lives that changes the view on what is right and wrong.[4]

As marketers in future, we should consider the kind of message we convey across to consumers. A “spicy and saucy” comment originally intended to promote your product/service might result in dire consequences if it’s found to be unethical. In conjunction with the video below, here are some guidelines you can follow for social media marketing. ENJOY! 🙂