Given the high rate of social media use by the public, organizations are compelled to engage with key audiences through these outlets. Social media engagement requires organizations to actively participate with public groups, and this highly-interactive exchange raises a new set of ethical concerns for communicators. In this rapidly changing communications environment, the long-term implications of social media are uncertain, and this book provides the much needed research to understand its impact on audiences and organizations.

Through an examination of a broad range of ethics concepts including transparency and online identities, policies, corporate responsibility, and measurement, this book explores a variety of topics important to public relations such as diversity, non-profit communication, health communication, financial communication, public affairs, entertainment communication, environmental communication, crisis communication, and non-profit communication. The chapter authors, expert scholars within their fields of public relations, offer insights drawn from original research and case study examples of ethical dilemmas raised by social media communication.

part |61 pages

Transparency and Online Identities

chapter |18 pages

Openness and Disclosure in Social Media Efforts

A Frank Discussion With Fortune 500 And Philanthropy 400 Communication Leaders
ByRichard D. Waters

chapter |12 pages

Considerations Regarding Ghost Blogging and Ghost Commenting

ByTiffany Derville Gallicano, Thomas H. Bivins, Yoon Y. Cho

chapter |13 pages

Natural or Not?

A Case Study Of Kashi's Viral Photo Crisis On Facebook
ByHilary Fussell Sisco

part |33 pages

Social Media Policies

chapter |17 pages

Private Conversations on Public Forums

How Organizations are Strategically Monitoring Conversations and Engaging Stakeholders on Social Media Sites
ByTina McCorkindale

chapter |14 pages

To Tweet or Not to Tweet

An Analysis of Ethical Guidelines for the Social Media Engagement of Nonprofit Organizations
ByMarcus Messner

part |57 pages

Corporate Responsibility

chapter |12 pages

Social Media as a CSR Communication Channel

The Current State of Practice
ByKati Tusinski Berg, Kim Bartel Sheehan

chapter |15 pages

Corporate Social Responsibility in Environmental Crisis

A Case Study of BP's Youtube Response to the Deepwater Horizon Crisis
ByDenise Sevick Bortree

chapter |12 pages

Nestlé and Greenpeace

The Battle in Social Media for Ethical Palm Oil Sourcing
ByW. Timothy Coombs

chapter |16 pages

Coca-Cola, Community, Diversity, and Cosmopolitanism

How Public Relations Builds Global Trust and Brand Relevance with Social Media
ByNneka Logan, Natalie T. J. Tindall

part |80 pages

Ethical Frameworks for Communication

chapter |19 pages

The Dialogic Potential of Social Media

Assessing the Ethical Reasoning of Companies' Public Relations on Facebook and Twitter
ByAngela M. Lee, Homero Gil de Zuñiga, Renita Coleman, Thomas J. Johnson

chapter |16 pages

Journalists and Corporate Blogs

Identifying Markers of Credibility
ByKirsten A. Johnson, Tamara L. Gillis

chapter |13 pages

Authority Crisis Communication vs. Discussion Forums

Swine Flu
ByPäivi Tirkkonen, Vilma Luoma-aho

chapter |12 pages

Government Gone Wild

Ethics, Reputation, and Social Media
ByKaye D. Sweetser

chapter |18 pages

Understanding the Ethical and Research Implications of Social Media

ByShannon A. Bowen, Don W. Stacks