January 30, 2010

TOW 3: Is Social Media monitoring ethical

Posted in TOW at 10:55 AM by Victoria

Social media has really gained power and played a significant role on how company’s run their businesses. With the growing popularity of Twitter, Facebook, YouTube and blogs, it makes it impossible for companies to ignore what their customers are saying.

Because of this social media monitoring has started. Trackers have been developed to see who, what, when, where, and how often their product is being mentioned. This has paved the way to gain more insight on what consumers are saying and how to use the information gathered to run a successful marketing and public relations campaign.

The decision of whether social media monitoring is ethical or unethical depends upon how the monitoring is conducted.

As a PR major I do believe that is important to use social media monitoring because it serves as a constant update on how the people feel about your business or product. When doing research, you can see what the people are thinking and find out what plans they would probably like in the future.

Social media monitoring can be unethical because researches can only use trackers from websites that are affiliated with the company or use research by the knowingly opposed groups. For example, if you wanted to see how people viewed the sale of animal fur, it would be wrong to use PETA sponsored blogs as your main source of tracking.

Social media monitoring is necessary to gain perspectives on your target audience, new marketing strategies, and necessary public relations campaigns and if done correctly and ethically can be asset to your company.

Want more information about Social Media Monitoring? Check out this powerpoint…

View more presentations from Marshall Sponder.
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