ANNOTATED BIBLIOGRAPHY WEEK 6 IN
Ethics in Information Technology
Chapter 9
Social Media
George W. Reynolds
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Learning Objectives
How do individuals use social networks, and what are some practical business uses of social networking and other social media tools?
What are some of the key ethical issues associated with the use of social networks and other social media?
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Social media: Web-based communication tools that enable people to interact in online communities where they can share ideas, messages, images, audio, and video
Common features: User accounts, profile pages, friends or followers, event pages, news feeds, media-sharing features, like buttons, and comments sections
Types: Blogs, discussion forums, media-sharing networks, wikis, social messaging apps, social networking sites, and social shopping platforms
Social networking platform: Creates an online community of Internet users that breaks down barriers created by time, distance, and cultural differences
What is Social Media?
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| Social Networking Platform | Unique Monthly Visitors (Millions) |
| 1,100 | |
| YouTube | 1,000 |
| 310 | |
| 255 | |
| 250 | |
| Google Plus+ | 120 |
| Tumblr | 110 |
| 100 | |
| 85 |
Popular Social Networking Platforms
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Social network marketing: The use of social networks to communicate and promote the benefits of products and services
37% of consumers say they use social media to find out about products and services
Two primary objectives of social media marketers:
Raise brand awareness
Drive traffic to a website to increase sales
Global social media marketing spending nearly doubled from 2014 to 2016, increasing from $16 billion to $31 billion
Social Media Marketing, Part 1
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Advantages of social media marketing:
Marketers can create an opportunity to generate a conversation with viewers of the message
Messages can be targeted to reach a specific demographic group
Organic media marketing: Employs tools tailored for a particular social media platform to build a social community and interact with it
Viral marketing: An approach to social media marketing that encourages individuals to pass along a marketing message to others
Social Media Marketing, Part 2
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Paid media marketing: Involves paying a third party to broadcast an organization’s display ads or sponsored messages to social media users
Can be targeted to specific demographic groups on a social network
Two common methods of charging for paid media:
Cost per thousand impressions (CPM): Billed at a flat rate per 1,000 impressions (a measure of the number of times an ad is displayed)—whether or not it was clicked
Cost per click: Billed on a per click basis; no charge when an ad is displayed but not clicked on
Paid Media Marketing
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Earned media: Refers to the media exposure an organization gets through press and social media mentions, positive online ratings and reviews, tweets and retweets, and reposts (or “shares”)
Volume of earned media is a factor in determining how high an organization ranks in Google’s search engine
Earned Media
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Employers look at the social media profiles of job candidates when hiring
Companies may reject candidates who post:
Information about their drinking or drug use
Provocative or inappropriate photos
Discriminatory remarks relating to race, gender, or religion
Confidential information
Job-seeking candidates should review their presence on social media
Social Media in the Hiring Process
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Consumers use social networks to:
Share their experiences, both good and bad, with others
Seek advice on how to use products more effectively
Unless organizations monitor social media, customers may be left to resolve questions and issues on their own, which can lead to a loss of customers and future sales
Improving Customer Service Using Social Media
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Social shopping platforms: Combine two highly popular online activities—shopping and social networking
Shoppers and sellers share information and make recommendations
Revenue is generated through:
Retailer advertising
Sharing data about their members’ likes and dislikes with retailers
Popular social shopping platforms:
Fancy, MyDeco, Pinterest, Polyvore, and Wanelo
Social Shopping Platforms
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Cyberabuse: Any form of mistreatment, both physical and mental, based on the use of an electronic communications device, that causes harm and distress to others
Cyberbullying: A form of cyberabuse in which the abusive behavior is humiliating, hurtful, intimidating, malicious, or otherwise offensive to an individual or group of individual and causes substantial emotional distress
Cyberstalking: A form of cyberabuse that consists of a long-term pattern of unwanted, persistent pursuit and intrusive behavior that is directed by one person against another and that causes fear and distress in the victim
Social Networking Ethical Issues
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Tips to help you avoid becoming a victim of cyberabuse:
Use a strong, unique password for each social media site.
If you break up with an intimate partner, reset the passwords on all of your accounts.
Check your privacy settings.
Ask friends not to post personal information about you.
Don’t post photos of your home that indicate its location.
Avoid posting information about your current or future locations/activities.
Do not accept “friend requests” from strangers.
Avoid online surveys that ask for personal information.
Tips for Avoiding Cyberabuse
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The National Center for Victims of Crime
Offers a detailed set of recommended actions to combat cyberstalking
Association for Progressive Communications
FightCyberstalking
Privacy Rights Clearinghouse
Working to Halt Online Abuse
Stalking Risk Profile
Organizations That Offer Information Resources Related to Cyberabuse
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Some social networking platforms, law enforcement, and the courts have been criticized for not protecting minors from sexual predators
The 1994 Jacob Wetterling Crimes Against Children and Sexually Violent Offender Registration Act set initial requirements for sex offender registration and notification
Required sex offenders to register their residence with local law enforcement agencies
The Sex Offender Registration and Notification Provisions (SORNA) of the Adam Walsh Child Protection and Safety Act of 2006 set national standards that govern which sex offenders must register and what data must be captured
Encounters with Sexual Predators
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Most social media sites have terms of use agreements and policies that give them the right to delete inappropriate material and terminate user accounts
Limits on content that is sexually explicit, defamatory, hateful, violent, or that promotes illegal activity
Revenge porn: Intimate photos/videos posted online without the permission of the person shown; often uploaded by ex-partners with an intent to shame and/or harass their former partner
Most sites do not have sufficient resources to review all material posted.
Uploading of Inappropriate Material
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The First Amendment of the U.S. Constitution protects the right of freedom of expression from government interference but does not prohibit free speech interference by private employers.
Approx. 18% of private employers surveyed have dismissed employees because of a social media post
Organizations should put in place a social media policy to avoid legal issues and set clear guidelines and expectations for employees.
Employee Participation on Social Media Networks
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The risk of being involved in an accident is eight times higher if you are texting or using social media while driving.
Social media platforms enable a degree of self-image manipulation both in terms of physical appearance and overall quality of life.
Additional Social Media Issues
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How do individuals use social networks, and what are some practical business uses of social networking and other social media tools?
Social media: Web-based communication tools that enable people to interact in online communities by sharing ideas, information, images, audio, and video
Social networking platform: Creates an online community of Internet users that enables members to break down barriers created by time, distance, and cultural differences
The number of Internet users worldwide is approaching 4 billion.
Summary, Part 1
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How do individuals use social networks, and what are some practical business uses of social networking and other social media tools?
Organizations use social media to advertise, identify job candidates, improve customer service, connect with suppliers, and sell products and services.
Social media marketing: The use of social media to promote products and services
Advantages:
Create a conversation with viewers of the message
Target ads at specific demographic groups
Objectives:
Raise brand awareness
Drive traffic to a website to increase sales
Summary, Part 2
© 2019 Cengage. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use.
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How do individuals use social networks, and what are some practical business uses of social networking and other social media tools?
Organic media marketing: The use of tools tailored for a particular social media platform to build a social community and interact with it
Paid media marketing: Paying a third party to broadcast an organization’s display ads or sponsored messages to social media users
Cost per thousand impressions and cost per click
Earned media: Media exposure gained through press and social media mentions, positive reviews, tweets and retweets, and reposts (or “shares”)
Summary, Part 3
© 2019 Cengage. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part, except for use as permitted in a license distributed with a certain product or service or otherwise on a password-protected website for classroom use.
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How do individuals use social networks, and what are some practical business uses of social networking and other social media tools?
Viral marketing: An approach to social media marketing that encourages individuals to pass along a marketing message
Approx. 60% of employers have used social media to research job candidates
Employers can legally reject a job applicant based on the person’s social media activity as long as the company does not violate discrimination laws.
Job seeking candidates should review their presence on social media.
Summary, Part 4
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How do individuals use social networks, and what are some practical business uses of social networking and other social media tools?
Consumers use social networks to share their experiences, both good and bad, with others.
Many organizations actively monitor social media to improve customer service, retain customers, and increase sales.
Social shopping platform: Brings shoppers and sellers together; members share information and make recommendations while shopping online
Summary, Part 5
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What are some of the key ethical issues associated with the use of social networks and other social media?
Cyberabuse: Any form of mistreatment that uses an electronic communications device to cause harm and distress to others
Cyberharassment: Abusive behavior that is humiliating, intimidating, hurtful, malicious, or otherwise offensive to an individual or group of individuals
Cyberstalking: A long-term pattern of unwanted persistent pursuit and intrusive behavior directed by one person against another that causes fear and distress in the victim
Nearly three-quarters of U.S. Internet users have witnessed cyberabuse and almost half have personally experienced it.
Summary, Part 6
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What are some of the key ethical issues associated with the use of social networks and other social media?
The 1994 Jacob Wetterling Crimes Against Children and Sexually Violent Offender Registration Act:
Set requirements for sex offender registration/notification
Required states to create websites with information on sex offenders residing in the state
The Sex Offender Registration and Notification Provisions (SORNA) of the Adam Walsh Child Protection and Safety Act of 2006:
Set national standards that govern which sex offenders must register and what data must be captured
Summary, Part 7
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What are some of the key ethical issues associated with the use of social networks and other social media?
Most social networking platforms have terms of use agreements and policies that state that the site has the right to delete inappropriate material and terminate user accounts.
Inappropriate material posted online includes intimate photos/videos of people—posted without their permission
Such posts are often referred to as “revenge porn” and are used to shame, embarrass, and/or harass a former partner
Summary, Part 8
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What are some of the key ethical issues associated with the use of social networks and other social media?
The First Amendment protects the right of freedom of expression from government interference but does not prohibit free speech interference by private employers.
Organizations should put in place a social media policy to avoid legal issues and set clear expectations for employees.
Additional social media issues include the increased risk of car accidents caused by the use of social media while driving and the tendencies of social media users towards narcissism and self-image manipulation.
Summary, Part 9
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