code of ethics Archives - Post Control Marketing

With 73% of the world’s Internet users active in social media, 83% of Fortune 500 companies with social media accounts and 92% of recruiters using social media to find candidates it is too important not to carefully consider your actions. Social media brings together our personal, professional and working lives in a way no other medium has before. How do we navigate this social landscape where our worlds collide and brands communicate like people in one-on-one conversations with consumers?

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Etiquette is the proper way to behave and Ethics studies ideas about good and bad behavior. Both combine into Professionalism, which is the skill, good judgment, and polite behavior expected from a person trained to do a job such as social media marketing. Because social media blurs the lines between our personal and professional lives it is useful to look at actions in social media from three perspectives: Personal (as an individual), Professional (as an employee or perspective employee) and Brand (as an organization). To simplify the discussion I have created questions for each category in the Social Media Etiquette and Ethics Guide below.

Personal Social Use

If you think what you do in social has to do only with your personal life, there are facts you should consider: 60% of employers use social sites to research job candidates, 41% say they use social networking sites to research current employees and 26% have found content online that caused them to reprimand or fire an employee. Even if you try to keep your social profiles completely private 41% of employers say they are less likely to interview someone if they find no information about that person online.

The top types of content that turns employers off should not surprise you: Inappropriate photographs, videos, drinking/using drugs, discriminatory comments, bad-mouthing a previous company or fellow employee, and poor communication skills. The good news is employers can find information that causes them to hire a candidate including: background supports job qualifications, a professional image, personality fits company culture, a well-rounded range of interests, and great communication skills.

What about ranting? Rants blow off steam and make you feel better right? Research has found people’s moods decline after reading rants, and after writing rants they became more angry, not less. Forum moderator Bill Horne describes ranting as “watching others being burned at the electronic stake as they abandon logic, courtesy, common sense and self-respect.” In the end no one feels better. Recruitment professional Kate Croucher says about candidates, “If they are sharing lots of interesting things, and making insightful comments or forming strong opinions, and interacting with others in a positive way, it shows their ability to rally people behind them and develop effective relationships.”

Before you post or comment in a personal capacity consider:

Is it all about me? No one likes someone who only talks about themselves. The same applies in social media. Balance boasting with complimenting.
Am I stalking someone? It is good to be driven and persistent but be careful not to cross the line into creepy. Don’t be too aggressive in outreach.
Am I spamming them? Not everything or even the majority of what you post should ask for something. Don’t make everything self-serving.
Am I venting or ranting? Venting and ranting may feel good, but research says it doesn’t help and no matter how justified you feel, it never presents you in a positive light. Do not post negative comments or gossip.
Did I ask before I tagged? You had a great time and want to share those memories, but your friends, family or employer may have different standards. Check before you tag people in posts.
Did I read before commenting or sharing? Don’t make yourself look foolish by not fully reviewing something you are commenting on or sharing with others. Don’t jump to conclusions.
Am I grateful and respectful? Don’t take people for granted. Respond and thank those who engage with you.
Is this the right medium for the message? Not everything should be said in social media. Consider the feelings of the other person. Some messages should be given in person, by phone or email.
Am I logged into the right account? There are too many corporate examples of embarrassing posts meant for personal jokes that went out on official brand accounts. Always double check which account you are on. Don’t post personal information on brand accounts.

Professional Social Use

As seen above, social media has blurred our personal and professional lives. As an employee or contractor you should consider how your social use impacts your employer. When hired you should always refer to the company’s social media policy, but here are some general guidelines to consider. Not only should your social media not hurt the company, but many companies today see your active personal social media use as a medium of advocacy for the brand. Also, anything you post now may impact your professional image as a potential employee at another company or organization.

Before you post or comment as a professional consider:

Does it meet the Social Media Policy? Most organizations have official social media policies that you probably received when hired. Don’t assume you know what the policy says. Many employees have been fired for not following company social media regulations. Make sure you know and follow employer or client requirements.
Does it hurt my company’s reputation? No matter how many disclaimers you put on your accounts such as “views are my own” certain content and behavior will negatively impact your employer. If your bio states where you work, your personal account represents your employer.
Does it help my company’s marketing? Employee advocacy is an important strategy. Have a positive impact on your company’s image and when you can advocate for your brand in social.
Would my boss/client be happy to see it? You may not have “friended” your boss or client but a co-worker may have and your post is only a share or screen grab away. Even private accounts are never fully private.
Am I being open about who I work for? It is good to post positive content about your employer and it is nice to receive gifts, but if you are trying to pass it off as unbiased opinion that is wrong. Be transparent about your financial connections.
Am I being fair and accurate? Everyone is entitled to their person opinion, but if your opinion tends to always be unfounded and seems to have an agenda it will reflect negatively upon you. Criticism is welcome when it is constructive and opinion is backed by evidence.
Am I being respectful and not malicious? People can get very insensitive, judgmental and angry in social media posts. That does not convey a professional image. Don’t post what you wouldn’t say in person. Even an outburst in person fades in memory, but a malicious post is there forever.
Does it respect intellectual property? Not everything on the Internet is free. Check for or get permission to post company or client brand assets and content.
Is this confidential information? As an employee or contractor you are granted access to privileged and confidential information. Don’t assume it is fine to share. Do not disclose non-public company or client information.

Brand Social Use

For those who are responsible for creating and sharing brand social media content there are additional considerations to ensure you are helping to meet business goals and following laws and regulations. With 92% of S&P 500, 100% of Down Jones companies active on social media and 91% of retail brands using two or more social channels chances are your company is participating in social media through brand accounts.

Before posting or commenting as a brand on a social account consider:

Does it speak to my target market? Social media is unique from traditional marketing and requires a different perspective to be effective. Be sure to focus on your target’s wants and needs not yours.
Does it add value? Social media only works if people view and share it. Make your content educational, insightful or entertaining to grab interest and draw engagement.
Does it fit the social channel? Don’t post content ideal for Twitter on Instagram or Reddit. Each channel has its own culture and community. Make sure each post fits the channel’s environment, mission and policies or standards.
Is it authentic and transparent? Trying to trick people into clicking a link or making a purchase will get you nowhere. Don’t hide or exclude any relevant information.
Is it real and unique? Bots can automate tasks and be a great time saver, but use them for the right actions. Don’t use auto responses and create anything that could be perceived as spam.
Is it positive and respectful? It may be fine to talk trash about competitors or complain about customers in the office, but not in social media. Don’t badmouth the competition or customers.
Does it meet codes of conduct? As professionals we are part of trade associations that set standards of conduct. Be sure you are meeting these ethical standards such as the Word of Mouth Marketing Association’s Code of Ethics.
Does it meet all laws and regulations? Government has been catching up with social media and have issued regulations and laws you must follow. See guides on requirements like the FTC social media endorsement guidelines.
Does it meet the Social Media Policy? Most likely your brand or a client’s brand has a social media policy. Ensure you follow your own company standards.

The last consideration in all social media action from a personal, professional or brand perspective has to do with listening. A recent study showed that listening can influence up to 40% of a leader’s performance. Listening improves relationships and social media is based on relationships with friends, colleagues and customers.

The last question to ask before posting or commenting in social media is:

10. Have I listened twice as much as I am talking? Do you fully understand the person, organization or situation you are commenting about? We have two ears and one mouth for a reason. Taking the time to pause and listen has saved many a person or brand from putting their foot in their mouth and given valuable insight into creating successful social media efforts.

This guide just touches the surface of social media etiquette, ethics and professionalism. For formal legal advice you should consult the official documents or more in-depth resources. The lesson here is to take the time to ask questions and think before you post.

To consider the bigger picture in social media marketing Ask These Questions To Ensure You Have The Right Strategy.

The other day I came across this Gallup poll on honesty/ethics in professional fields. Personally this strikes home because my wife is a nurse (the top slot with 82% honesty) and my advertising profession ranks at the very bottom (14% honesty with only car salespeople, Congress members and lobbyist ranking lower).

Besides personal embarrassment for my profession, why is consumer lack of trust important for social media marketers? As marketers we have something very good going with social media – 92% of consumers around the world say they trust earned media, such as word-of-mouth and recommendations from friends and family, above all other forms of advertising. Since it is so new, we haven’t messed it up yet, but this advantage goes away if in our social activities we act like we have in traditional advertising. Essentially, Social Media Marketing is the intersection of advertising and social media.

How do we bridge this huge trust gap between advertising and social media? Start with ethical standards. I worked in advertising as a copywriter and creative director for nearly 20 years and didn’t even know my advertising profession had a Code of Ethics. In fact, it wasn’t until I started teaching an Advertising Law & Ethics class that I discovered these standards.

The American Association of Advertising Agencies (AAAA) first adopted their code of ethics in 1924. The AAAA Standards of Practice were developed from “the belief that sound and ethical practice is good business. Confidence and respect are indispensable to success in a business.” Further, unethical practices “tend to weaken public confidence both in advertisements and in the institution of advertising.” With our very low honesty scores, apparently a lot of advertisers are not following these standards.

In the area of social media marketing honesty and ethics are even more important. While not nearly as old as AAAA, the WOMMA (Word of Mouth Marketing Association) just celebrated their 10th anniversary, they are the official trade association dedicated to word of mouth and social media marketing and a central mission of WOMMA is to create an environment of trust between consumers and marketers. The WOMMA Code of Ethics can be found on their website, but below are my highlights.

Engage in practices/policies that promote trust between the consumer and marketer through:

Integrity: Comply with laws, regulations, and rules concerning the prevention of unfair, deceptive or misleading advertising/marketing. Reject consumer manipulation and deception to promote honesty and transparency in practices/methods so consumers can make better informed purchasing decisions. This is what advertisers are supposed to be doing. At a mere 14% percent honesty and ethical rating, you can see where not following a code of ethics has lead us.

Respect: Promote and abide by practices that focus on consumer welfare. The industry is best served by recognizing the consumer, not the marketer, is in charge and in control (Post Control Marketing). The consumer defines the terms of this consumer-marketer relationship. Respect them! They are not a target. They are partners in building your brand.

Honesty: Consumers should be free to form their own opinions and share them in their own words. We should not tell others what to say or how to say it. The best way to control what people say about your brand is to deliver an excellent brand/product experience.

Responsibility: Working with minors in marketing programs requires sensitivity and care, given their particular vulnerability to manipulation and deception. This is a no brainer. Kids are different and there are a lot on social media. Don’t take advantage of them.

Privacy: Respect the privacy of consumers and promote the most effective means to promote privacy, such as opt-in and permission standards. This is very important. 88% consumers are concerned about the privacy of their personal data, half are changing online habits because of privacy fears, and 80% feel the government should implement more regulations. Wouldn’t we rather control ourselves?

There have been plenty of examples that ethics in business is important to ROI (Enron, MCI WorldCom, Lehman Brothers, etc.). Social media marketing is no different. In fact, social media can help make your brand more trustworthy. 82% of consumers trust a company more if they are involved with social media. But we will lose that trust if we go the way of the advertising industry and not hold ourselves accountable to ethical standards.

How honest are you in your social media practices and what standards do you follow? Or do you honestly believe that honesty doesn’t matter in marketing?