As the usage of social media rises everyday, more companies are using social media platforms as a medium to reach out to the public/customers. Using it for marketing , advertising, feed-backs and other business purposes. But do you know where to draw the line of using it? And what ethical issue(s) are there if we crossed the line? Example: Qantas Airlines More #Tweetfails on 19 Companies That Made Huge Social Media Fails
Created a Prezi about a brief description of the Qantas and what issues they faced in year 2011, click on the link for the actual slideshow. (WordPress doesn’t support prezi’s embed codes, resorted to video)
Workers on strike which brought Qantas Airways reputation low and they proceed on Twitter campaign to gain customers feed-backs (trust).
click on image for source
The campaign immediately backfires with constant negative tweets. The PR department went on with the campaign thinking it’s the right time when it was in the middle of industrial dispute. Using social media to gain back their customers’ trust and enhance their reputation.
Ethical issues arises. Lack of sufficient knowledge on the functionality on social media and unable to manage digital dangers. The campaign brought their reputation to their lowest. They received criticism and sarcastic remarks. Why this happens when they have good past feed-backs from other campaigns? Did they analyze/access the campaign before and after going ahead with it? Five perspectives to deal with the issue. A Framework for Moral Decision Making
- Utilitarian Approach
- Rights Approach
- Fairness or Justice Approach
- Common-Good Approach
- Virtue Approach
Companies should analyze their current situation before going ahead with any social media related activities. Whether is it ethical to use social media to reach out when there’s a dispute to resolve problem or seek understanding. Social media platform(s) isn’t an “all-purpose” medium for business purposes. You have to ask yourself is it an ethical approach? What is the purpose for it? Who are your target audience? What’s your “relationship” with social media? Social media is a powerful thing but it’s your responsibility to use it wisely especially when you have a company reputation at stake.
How different would you approach the issue ethically? #SaveQantas ? #FeedbackQantas? What’s your point of view?
Ethics and Social Media
19 Companies That Made Huge Social Media Fails
Enterprise-Related Crisis Communication on Twitter
Ethics and Social Media – Slide Share
QANTAS MARKETING CAMPAIGN ON TWITTER BACKFIRES
Ethics and the Five Deadly Sins of Social Media