Ethical aspects of Social Media Marketing
This essay will focus on the topic ‘Critically evaluating the ethical aspects of social media marketing in the United States’ and the principal question assessed throughout this writing will be ‘Have social media marketing acted ethical or not?’
According to Nielson Report (2013, p.3), ‘Social media marketing typically refers to two practices involving social media- the use free tools and paid media’. According to Gaski (1999 cited Smith 2000, p8), marketing ethics is defined as “standards of conduct and moral judgements applied to marketing”. In relation to social media, these ethics guide the operations of marketing on social media platforms such as Facebook, Twitter or Youtube (Eagle, 2009).
With the rapid growth and adoption of social media, the ethical concerns on social media has also significantly increased. (Mutula, 2012).
The author further examines the following categories:
1.1 Social Media Research
According to Smith, (2001), -“be truthful, protect privacy, don't model inappropriate behaviour, don't be offensive, be fair and balanced, avoid stereotyping and protect children’’ are the seven basic ethical standards for marketing, which are applicable to the present social media marketing. However, all businesses has a legal responsibility to comply with the legislation of their country. In the United States it is the Federal Trade Commission which regulates advertising and marketing laws in the country. (Smith, 2001: Federal Trade Commission, 2013)
Social media research is the initial stage of marketing; a technique or an approach used by the marketers to conduct market research on social media platforms. The foremost issue that has commenced is the ethical aspect of using social media for market research purposes; the gathering of data and conducting research on consumers and competitors. (Patino et. al).
In addition, it is the fundamental responsibility of marketers to protect consumer personal data by ensuring that the data is only used for
According to Nielson Report (2013, p.3), ‘Social media marketing typically refers to two practices involving social media- the use free tools and paid media’. According to Gaski (1999 cited Smith 2000, p8), marketing ethics is defined as “standards of conduct and moral judgements applied to marketing”. In relation to social media, these ethics guide the operations of marketing on social media platforms such as Facebook, Twitter or Youtube (Eagle, 2009).
With the rapid growth and adoption of social media, the ethical concerns on social media has also significantly increased. (Mutula, 2012).
The author further examines the following categories:
1.1 Social Media Research
According to Smith, (2001), -“be truthful, protect privacy, don't model inappropriate behaviour, don't be offensive, be fair and balanced, avoid stereotyping and protect children’’ are the seven basic ethical standards for marketing, which are applicable to the present social media marketing. However, all businesses has a legal responsibility to comply with the legislation of their country. In the United States it is the Federal Trade Commission which regulates advertising and marketing laws in the country. (Smith, 2001: Federal Trade Commission, 2013)
Social media research is the initial stage of marketing; a technique or an approach used by the marketers to conduct market research on social media platforms. The foremost issue that has commenced is the ethical aspect of using social media for market research purposes; the gathering of data and conducting research on consumers and competitors. (Patino et. al).
In addition, it is the fundamental responsibility of marketers to protect consumer personal data by ensuring that the data is only used for