Social+Media+Ethics

=**Social Media Ethics**=


 * [|Social Media]** refers to various forms of electronic communication, where users create online communities to share information, ideas, personal messages and other content [1]. Some examples are [|Facebook], [|Twitter], [|YouTube], [|SlideShare], Tumblr, [|Flickr], [|Linkedin], [|Instagram], etc.


 * [|Ethics]**, by definition, is the concept of what is good, bad, right and wrong [2]. In social media, the right ethic equals the right perspective and the right thinking on how to leverage social media appropriately, and how to engage people in the right manner [3].

In relatively short order, social media channels have become a defining characteristic of our time with one billion people [|now using Facebook]. Since the early days of the Internet, the number of people with access to the web and its communication channels has grown from the low millions to the[| low billions.]Social media channels also create new challenges for communicators that can [|“amplify the effects of any ethical misjudgments you might make”.]

Social media is a contemporary version of the long-time practice of [|journaling]. In only the last hundred years has journaling been viewed as a private undertaking. Prior to that journals were used to record and share personal events of community note.

A study by the [|Ethics Resource Center] found that active social networkers show a higher tolerance for activities that could be considered unethical.

=**Traditional Media vs. Social Media**=
 * Traditional media** – such as television, newspapers, magazines, etc. – typically employs [|one-way communication] where information is only transmitted from one point to another or to many points simultaneously [4]. For example, if someone watches the evening news he or she typically cannot provide feedback on the information in real time. This traditional transfer of information is a [|closed system] and is utilized by [|journalism] [5].


 * Social media**, however, enables [|two-way communication] – where there is an exchange of information in an [|open system] [6]. For example, if a celebrity posts a 140-character message on Twitter, any number of “followers” could respond, re-Tweet, etc. And the exchange could be instantaneously. The difference between these two modes of communication is one reason why there is a need for separate ethics ([|journalism ethics and standards]). And this open system is increasingly becoming accepted into traditional forms of media [7].

=**Ethical Controls When Everyone Is A Publisher**=

One aspect of social media is its disruptive nature as it relates to it traditional media. [|Social media is changing journalism.] Where traditional media had editorial checks and balances to ensure some degree of accuracy, social media coverage happens largely unfiltered. Now, the race to be first puts traditional media in competition with countless others, leading to inaccurate reporting with [|potentially harmful consequences].

Social media responses, in particular Twitter, [|do not always follow] the sentiment in the broader audience.

Social media's influence on traditional media has prompted new guidelines. T he Associated Press updated its social media policy and advised staffers to avoid spreading unconfirmed rumours through tweets and posts. The Associated Press separately addressed the ethical concerns regarding sourcing content during a crisis situation that may put sources in jeopardy.

[|Associated Press Social Media Policy] [|Associated Press Memo on Social News Gathering in Sensitive Situations]

=**Social Media As An Agent for Democratic Political Change**=

Social media has been seen to be a factor in the [|“Arab Spring”] with social media channels having been found to have [|played a central] role in shaping political debates. [|Clay Shirky writes] that “social media have become coordinating tools for nearly all of the world's political movements, just as most of the world's authoritarian governments (and, alarmingly, an increasing number of democratic ones) are trying to limit access to it.” Even in democratic nations like the United States, a [|Pew Research] study found that 36 percent of social networking site users say the sites are “very important” or “somewhat important” to them in keeping up with political news.

[|Pew Research Center “Politics on Social Networking Sites]” [|Pew Research Center “The Demographics of Social Media Users – 2012”]

** Personal/ Individual Social Media Ethics **
Social media is relatively new and there are no universal ethical rules to follow. Many scholars look to utilitarianism, Kant, virtue ethics, etc. for ethical guidelines, while many individuals simply interpret the guidelines put forth by the social media platforms [8]. Examples are below:

[|Facebook Statement of Rights and Responsibilities] [|The Twitter Rules] [|YouTube Community Guidelines] [|Linkedin New User Starter Guide] Tumblr Terms of Service

** Business Social Media Ethics **
Marketers and public relations professionals are [|most likely manage a] corporation’s social media program. To do so terms of use, social media guidelines, social media policies/ procedures, etc. are developed. Below are a few examples:

[|Government of Canada Web 2.0 Guidelines] [|The Coca-Cola Company Online Social Media Principles] [|Social Media and Canadian Physicians - Issues and Rules of Engagement] [|Citizenship and Immigration Canada Social Media Guidelines] [|Guidelines for Social Media Use at McMaster University]

=**Communications/ Public Relations Association Social Media Ethical Guidelines**= Public relations practitioners who belong to a membership association have the association’s ethical guidelines to adhere to. These can specifically outline social media conduct, or their codes of ethics can be interpreted to refer to social media. There are several public relations membership associations around the world – below are a few examples:

[|Canadian Public Relations Code of Ethics: Policy Statement Communications in Social Media] [|Public Relations Society of America Code of Ethics] [|International Association of Business Communicators Code of Ethics for Professional Communicators] [|Public Relations Institute of Australia Code of Ethics]

=REFERENCES=


 * 1) Danesi, M. (2009). //Dictionary of media & communications//. Armonk, NY: M.E. Sharpe.
 * 2) Waluchow, W.J. (2003). //The dimensions of ethics: An introduction to ethical theory//. Toronto, ON: Broadview Press Ltd.
 * 3) Drushal, B., German, K. (2011). //The ethics of emerging media: Information, social norms, and the new media technology//. New York, NY: Continuum.
 * 4) []
 * 5) Drushal, B., German, K. (2011). //The ethics of emerging media: Information, social norms, and the new media technology//. New York, NY: Continuum
 * 6) Ward, S., Wasserman, H. (2010). Towards an open ethics: Implications of new media platforms for global ethics discourse. //Journal of Mass Media Ethics//, 25, 275-292.
 * 7) Ward, S., Wasserman, H. (2010). Towards an open ethics: Implications of new media platforms for global ethics discourse. //Journal of Mass Media Ethics//, 25, 275-292.
 * 8) McMichael, B. (20012). //Share this: The social media handbook for PR professionals//. Waddington, S. (Ed.). West Sussex, UK: John Wiley & Sons, Ltd.
 * 9) Hall, S. Rosenberg. (2009). //Get connected: The social networking toolkit for business//. Madison, WI: Entrepreneur Press.