What can Social Media do?
Social Media is the use of electronic devices to create, share or exchange information, Ideas, pictures and videos (CPS)
A clearer description of the function of the social medias is shown below:
[Source: Whatis, Photo by me]
However, the purpose of social media has caused it dangerous to “execute its purpose”. From the case of Justine Saccos, nothing is considered “small” once it is published online. Today, social media has become a powerful tool for spreading information. It reaches faster and farther than any communication method to date, including “regular news outlets” (life as of late).
How companies made use of Social Media in their marketing?
Firstly, we will consider the what is ethnical for company to carry out the marketing strategies. Ethics is a system of Moral principles, affecting how people make decisions and lead their lives. It is concerned with what is good for the individual and society. One “thinks ethically” when they have thoughts to something beyond themselves.
Below shows the example of a marketing’s responsibility on sharing information.
One point that concerns me is “Marketers should be transparent about who they pay to endorse their products” Companies learnt the benefits of social media in sharing information and hence, adopt the use of Influencer marketing to market their products.
What is influencer marketing?
Influencers are approached by companies to do paid advertorial and engage in campaign that impact sales. 69% of the marketers consider this strategy effective. Human’s brain tends to make decisions based on emotion, which comes into effect when dealing with YouTube personalities (ViewReviews). Companies are making use of consumer’s trust on the digital influencers to make decisions. As influencers are paid to complete the task, they will be compelled to provide the desired outcome – biases influencers to be more positive about their review (Adrian Segar).
It is beneficial to the company, but is it the same for consumers? Are companies “thinking ethically” for their consumers?
What should companies do?
There are companies who exercise unbiased reviews from influencer marketing. One example will be Sephora. Instead of reaching out to influencers for review, Sephora sends free samples to influential individual to try their products. In this way, Sephora gives influencer the freedom they need to be unbiased and individual who genuinely love their product will leave an honest product experience which will aid other consumer’s decision.
True influencer marketing is about content and storytelling, not reviews. (Collective Bias Cited in Influencer marketing)
BBC (2009) Ethics – introduction to ethics: Ethics: A general introduction. Available at: http://www.bbc.co.uk/ethics/introduction/intro_1.shtml (Accessed: 11 November 2016).
Brooks, S. (2013) The Positives of social media: Spread of information. Available at: http://lifeasoflate.com/2013/11/the-positives-of-social-media-spread-of-information.html(Accessed: 11 November 2016).
Drees, R. (2016) What is Influencer marketing on Youtube. Available at: http://viewsreviews.org/2016/03/influencer-marketing-on-youtube/ (Accessed: 11 November 2016).
Friedman, L. (2016) 5 examples of Influencer marketing done right. Available at: https://blogs.adobe.com/digitalmarketing/social-media/5-examples-influencer-marketing-done-right/ (Accessed: 11 November 2016).
Guidelines on prosecuting cases involving communications sent via social media (2016) Available at: http://www.cps.gov.uk/legal/a_to_c/communications_sent_via_social_media/(Accessed: 11 November 2016).
Ronson, J. (2015) How One stupid Tweet blew up Justine Sacco’s life. Available at: http://www.nytimes.com/2015/02/15/magazine/how-one-stupid-tweet-ruined-justine-saccos-life.html?module=ArrowsNav&contentCollection=Magazine&action=keypress®ion=FixedLeft&pgtype=article&_r=2(Accessed: 11 November 2016).
Segar, A. (2016) Is paid influencer marketing ethical in the event industry? Available at: http://www.conferencesthatwork.com/index.php/event-professionals/2016/09/is-paid-influencer-marketing-ethical-in-the-event-industry/ (Accessed: 11 November 2016).
Wigmore, I. (2016) What is social media? – definition from WhatIs.Com. Available at: http://whatis.techtarget.com/definition/social-media (Accessed: 11 November 2016).