Ethical Considerations in Social Media

Our lives changed forever on 1 September 2016, when Mr. Mukesh Ambani, the head honcho of Reliance Industries, announced the launch of Jio and gave the people of India access to unlimited free data. This historic decision paved the way for the digital revolution in India. Since then, the Internet and social media have become integral to our everyday lives. It has opened floodgates of opportunities, and businesses are fighting tooth and nail to make the most of them. While all this may seem very exciting, it’s also an added responsibility of the firms to keep their authenticity and foster a meaningful relationship with customers. The organizations that can brave these challenges will ultimately be the ones that emerge on top.

 

The test of trust

Today, an organization’s success primarily depends on its ability to leverage the power of social media. They must constantly think out of the box and develop campaigns and strategies to make them stand out. To ace this uphill task, they rely heavily on data. Organizations have access to a large amount of user data that is analyzed to market their product effectively. While it is easy to get swayed by the large amount of data and insights available, organizations need to be mindful of the implications of their actions.

 

According to a survey conducted by McKinsey,71% of consumers said they would stop doing business with a company if it mishandled their sensitive data. Businesses should ensure ethical and secure practices and maintain transparency and authenticity. Recently, WhatsApp refused to comply with the Indian government’s order to trace the first originator of information. While analyzing the pros and cons of this order is a discussion for another day, it is commendable to see Whatsapp’s devotion to protecting its users privacy.

 

Influencers monkey business

The social media revolution has also given voice and recognition to "regular" people who have amassed a large following by putting their lives on social media. Relatable content and similar backgrounds give them a distinct advantage in forming a connection, making them a sought- after choice to advertise products. However, ethical issues may arise about the authenticity of influencers. A brand’s values need to align with that of the influencers.

 

Influencers wield the power to shape perception and even change the opinion of their impressionable audience. A lot of time their actions are not fueled by desire to empower and educate the audience but to gain external validation and create an illusion of perfect life. This defeats the whole purpose and generates distrust. Brands should partner with people who have a sane responsible voice and relevant expertise to communicate the benefits of their products in an effective manner. Due diligence should be done to ensure influencers don’t have a history of unethical behavior and controversial opinions. These things need to be considered before partnering up with influencers.

 

Sponsored content overdose

Sponsored content is a great tool for brands to increase awareness, trust and relevance. There is no dearth of content in this day and age. Businesses can even use innovative ways and grow their own online presence to converse directly with consumers. They are spoilt for choice on how and where they want to advertise their product, whether its long form videos, one minute reels, stories or even memes.They should strive to maintain a healthy balance between organic and sponsored posts. Disclosing sponshorships is a good business practice as it elimimates the chance of misleading customers.

 

Be your authentic self

Authenticity will never go out of fashion. Campaigns should be developed keeping in mind the ethos and vision of brand. Staying true to brand image is more important than instant gratification of quick likes and virality. Look to create lasting long term relationships and grow customer base by instilling brand loyalty. Sustainable and inclusive practices should be integrated in marketing practices. Regular audits should be norm to ensure compliance of ethical practices. Use key performance indicators to adapt and improvise whenever necessary, take customer feedback seriously to provide them with maximum value.

 

The way forward

Even though channels and modes of marketing have changed, the crux of the matter remains the same. The brands that have stood the test of time have achieved this feat by building trust and nurturing customer relationships. Solid value systems, trust, honesty, and authenticity are as relevant today as before. No organization wants to be a one-hit wonder, so they must not lose sight of the bigger picture while celebrating short-term wins.