ajalette2

[ajalette2]

BLOG #3

The current state of social media ethics: what trends are happening in the industry?

AI generated content is currently raising some major ethical concerns, due to its ability to create hyper-realistic “deepfakes”. One example of this is Google’s Veo 3 AI, which can generate fairly convincing videos of riots and election fraud, making it difficult to differentiate between real content and AI generated content. Something else happening in the industry of social media ethics is brands taking more public stances on political issues. More and more brands are coming forward with their stances on social, political, and environmental issues, which is known as brand activism. While this is typically a good thing, it’s led to some concerns about “woke-washing”, in which companies only become activists as a marketing strategy, and don’t actually care about the issues. It’s also criticized because some feel as though companies taking definitive stances on issues alienates certain consumers.  

What are two current cases related to social media ethics? Explain what the cases are and why they are important enough to write about.

Google’s Veo 3 AI technology is incredibly important, and isn’t spoken about enough. Google introduced an AI tool which can generate highly realistic videos from text prompts. While Google has implemented safety measures such as blocking terms like “violence” from being in the prompt, and restricting public access, there are ways around these, and many people are still unable to see the difference between AI generated content and real, human made content. This is incredibly important, because imagine a fake video of a political candidate committing a crime, and the general public believing it. Not only could this tank their approval rating and spread misinformation that could harm the country, it’s also a blatant threat to the truth. It can chip away at public trust and manipulate voters opinions and behaviors, which isn’t fair, nor is it right. Another current case is Meta’s content moderation. Meta has recently narrowed down how it defines hate speech, now focusing solely on direct, dehumanizing attacks against protected groups. Protected groups. This means that groups such as the LGBTQIA+ community, women, and ethnic minorities, are more vulnerable to online harassment and abuse. With fewer protections, and harmful content not being quickly removed, it sends the message that such content is tolerated. This can lead to threats, doxxing, and even physical violence. Meta's decision doesn’t just have an impact on the minorities in the US, though, it affects people from users from other countries, as well. This is global issue, and frankly it is unacceptable to take sides on such a large scale, when it will hurt so many people.

 

Outline the current code of ethics for social media by a professional organization you would be interesting in joining as part of their social media staff.

I’d be interested in joining a team with a focus on ethics, which is why I chose the Public Relations Society of America, or PRSA. PRSA advocates for clients, brands, and even just the general public, and they do it responsibly and honestly, which is important to me. In PRSA’s code of ethics, they state that it’s it important to be honest and transparent in all their social media content, and they always avoid manipulative tactics like fake reviews and false endorsements by influencers. Their code of ethics also mentions providing objective guidance and avoiding spreading biased and unverified content. PRSA also outlines how important it is to be faithful to clients and organizations, and not leaking any sensitive information, as well as avoiding any discriminatory campaigns and not allowing harassment on any of their platforms. As a social media staff member for PRSA, I’d be at the front of what they’re aiming to do, and I’d be able to help build trust and a good reputation for the organization. 

What brands are utilizing proper social media ethical practices? Don't use ChatGPT. Do your own research and explain why you think these organizations are doing a good job with social media ethics.

There are a number of brands that are recognized for their use of ethical practices. Some examples are Allbirds, Levi’s, and Ben & Jerry’s. My personal favorite of these brands is Ben & Jerry’s, and they’ve been very openly advocating against the Tr*mp Administration, but I’ll start with Allbirds. One of Allbirds’ marketing slogans, “Newsflash: Fashion pollutes the planet” really speaks volumes about who they are as a brand. Allbirds openly talks about their eco-friendly stance, and even advertises the carbon footprint of each of their products. On the home page of their website, they state, “By looking to the world’s greatest innovator—Nature—we create shoes that deliver unrivaled comfort that you feel good in and feel good about.” They’re a great example of ethical practices, on social media and beyond. Levi’s not only openly supports the LGBTQIA+ community, making them more ethical, they also had a whole campaign to inform their customers about how much water it takes to make their jeans. This campaign was called the “Water<Less” campaign, where they focused on environmental sustainability, educating their customers, and holding themselves accountable. Levi’s recognized the issue and put a movement into action to fix it. In 2011, they started using new techniques to reduce the amount of water wasted during the jeans’ manufacturing process by 96%. Last, and my personal favorite, is Ben & Jerry’s. In 2019, Ben & Jerry’s launched their “Justice ReMix’d” campaign, which aimed to shine a light on racial injustice. They have also repeatedly backed campaigns on issues like climate change and LGBTQIA+ rights, and advocated for a ceasefire in Gaza. On their website, Ben & Jerry’s clearly states that the movements they support include Racial Injustice, Fairtrade, LGBTQIA+ rights, Campaign Finance Reform, Rights and Dignity of Refugees, Democracy is In Our Hands, Climate Justice, and more. They state that “We love making ice cream - but using our business to make the world a better place gives our work its meaning.” This is incredibly admirable, and proves how ethical they are as a company. Ben & Jerry’s even published an official statement to Tr*mp, making it clear that they’re unwavering in their values and are ready to defend the rights of all those who need it. In this statement, they tell Tr*mp that, “We stand with women, people of color, Muslims, migrants, refugees, the LGBTQ community, the poor, and others whose lives may be further compromised by the policies and rhetoric you espoused during your campaign.” Ben & Jerry’s is doing an amazing job at utilizing proper social media ethical practices, just like Allbirds, and just like Levi’s.  

Are there any professionals that you feel practice strong ethical behavior on social media? Name the professionals and explain what it is that they do that make you think that they are demonstrating ethical social media behavior. 

Normally I would choose actor Misha Collins, but I’ve recently learned about Sherrilyn Ifill, who is a civil rights attorney, and the former president of the NAACP Legal Defense Fund. Sherrilyn Ifill uses her social media presence to inform people about civil rights, justice, and legal reform, and she’s incredibly respectful about it. Even when she addresses controversy, she remains professional, and she encourages people to be thoughtful and use inclusive dialogue. Ifill actually has a long history of civil rights advocacy and legal reform, and often aligns with causes such as voting rights and police accountability. Her posts and interviews often support progressive legislation and policies, further proving her ethical behavior.  

What are some takeaways you can bring forth in your own practices? Elaborate as to why you think this.

There are a few takeaways for me to utilize in my own social media practices, and one of them is to be transparent. Being honest and transparent earns people’s respect, so if I make a mistake, I’ll correct it publicly, and I’ll credit any sources for quotes, ideas, etc. I’ll also try to be more open to dialogue with people who disagree with me. I will still advocate for causes I care about, but I’ll acknowledge multiple perspectives rather than just my own. It’s important to listen to everyone, regardless of whether I disagree with them or not.  

What main concepts do you think are necessary to adhere to for your own personal conduct online? Don't just list the main concepts. List the concepts and explain why you think the concepts are important to adopt for your own online behavior.

It’s important to be a respectful and responsible social media user, so I’ll try to have more integrity. Online, it’s easy to hide behind your screen and say things that you wouldn’t say in person, but if your words and actions don’t match your values, people won’t really trust you, and trust is crucial. For example, if I were to post one thing but say something that contradicted that, my trustworthiness and credibility would suffer. So instead, I’ll remain true to my values, even when no one’s watching. Accountability is another thing I want to adopt for my own online behavior. It’s important to own up to your mistakes and harmful behavior. Honesty and maturity are crucial, both online and in person, so if I unintentionally do something harmful, I’ll own up to it, apologize, and take responsibility publicly. I also want to be more open to correcting myself, and having humility when I’m wrong. No one knows everything, and being open to learning, correcting yourself, and listening, are crucial to helping yourself grow. So next time someone makes a valid counterpoint to something I say, I’ll thank them for their insight and ask questions to try to better understand their perspective.

What main concepts do you feel strongly against and want to make sure you avoid on social media? Again, explain why it is you are against these practices. How are they unethical?

I’m very strongly against any form of discrimination, especially towards minorities. Hate speech against anyone is unethical, but against a minority is even worse, because it makes them feel like there’s something wrong with them, and as though they’re less than, which is untrue and unethical. I try to steer clear of any content that talks badly about minorities, and I do so for several reasons. First, because it can harm my mental health and worsen my emotional state, and it’s incredibly important that I take care of myself. Second, because by not engaging, I’ll give them one less view, one less like, one less comment, and they won’t gain as much from posting something harmful. The more you interact with something online, the more traction it gets, and I want to avoid giving any unethical social media users any traction. Another concept I’m strongly against is clickbait. Stuff like this is unethical because it tricks people by exploiting their emotions without delivering meaningful or accurate content. I’m against it because it takes advantage of people who just want answers and honesty, and that’s not okay. It’s a form of emotional manipulation, which isn’t only unethical, it’s also very harmful. If someone is genuinely looking for answers, and you lie to them and manipulate them into interacting with your content without giving them anything in return, you’re taking something away from them. You’re taking their trust, and you’re chipping away at their hope of someone else genuinely answering their questions.  

List 5-10 core concepts that you will follow as a practicing social media professional. Explain the core concepts.

Some concepts I will following when using social media:  

Authenticity. Authenticity means to be genuine and true to your values, as well as your audience. It’s important to be authentic with people to not only build their trust and loyalty, but also because it helps to stop the spread of misinformation and misleading content.  

Transparency. Transparency means being clear about who you are and what you represent. While some may say it’s important because it protects you legally, I find it important because it prevents misunderstandings and helps people to have a credible source of information. Being truthful is important, especially online where there’s so much dishonesty.  

Accuracy. Accuracy means sharing verified, truthful information. It's important because unintentional misinformation is still misinformation, and it’s still harmful. I don’t ever want to spread misinformation, even by accident, so it’s crucial to make sure that any information you share is factual and accurate, because people deserve the truth, and it helps people rather than hurting them.  

Respect. Respecting someone means engaging with them courteously, even during disagreements. Respecting people is important for a few reasons. One is that if you disagree with someone, but are disrespectful towards them rather than kind, they’ll be unwilling to hear your side of things, and it will only further prove to themselves that they’re right and you’re wrong. Another reason is that it’s just blatantly unkind, and being kind is always better than being unkind.  

Accountability. Accountability means taking responsibility for your actions and owning up to your mistakes. Owning your mistakes shows maturity and shows people that they can trust you. If you post something incorrect or offensive, acknowledge it and correct it publicly. It’s always important to take accountability, even if it’s hard. Not only is it kind towards whoever you wronged, it also helps you grow as a person.  

Inclusivity. Inclusivity means making your content available and welcoming to everyone, across diverse identities, abilities, and experiences. It doesn’t matter where someone is from, who they love, how they identify, etc., as long as they are respectful. It’s important to welcome everyone, regardless of your differences. (Unless they’re unkind. Don't tolerate that.) 

Professionalism. Professionalism means treating your social media presence as a reflection of who you are, your work ethic, your reputation, and your career goals. Trying to keep a certain level of professionalism is important not just for yourself, but for those around you whose reputations may take a hit if they’re seen with someone who is deemed unprofessional. Avoid venting about clients or coworkers online, and try to be aware of how your tone and content reflect who you are and what you do/want to do.  

[ajalette2]

From Likes to Life Saving: Smarter Metrics for LGBTQ+ Crisis Support

It’s important for nonprofit organizations to utilize social media platforms and create a social media plan in order to grow their following and get more donors. Their accounts on social media platforms should align with their mission, purpose, and goals, which are all staples of their branding. While the primary goal of nonprofits is generally fundraising, social media is a key aspect of reaching their audience and finding possible sponsors.

The Trevor Project is a great example of a nonprofit organization, which is centered around ending suicide among LGBTQIA+ youth. As stated on their website, “The Trevor Project is the leading suicide prevention and crisis intervention nonprofit organization for LGBTQ+ young people.” They have very strong digital visibility and are easily recognizable given their astounding impact on queer youth. They have over 300,000 followers on Twitter, or X, and over 700,000 followers on Instagram. On these social media platforms, they do a great job of promoting their brand and mission, but there are still several things they could do to improve their vanity metrics, while staying aligned with their mission. One thing they could do in order to boost engagement rates is share stories and/or art from LGBTQIA+ youth, as it encourages more people to participate. Hosting live events such as Q&As with mental health experts or LGBTQIA+ activists could also boost real-time interaction. When it comes to improving their content strategy, they could utilize short-form videos such as TikTok and Instagram Reels to promote educational and/or emotional content. They could also use hashtag-driven campaigns to encourage participation and sharing. Cross-platform consistency is also key, such as tailoring content to each individual platform, and using strong, consistent calls to action to drive people towards hotline use, donations, or volunteering. The Trevor Project has used celebrities in their campaigns on occasion, such as when Ariana Grande shared the Trevor Project’s hotline to her Instagram, and when they awarded Lil Nas X with the inaugural Suicide Prevention Advocate of the Year Award. The Trevor Project has gone into this in their Annual Report from 2021, written by Mark Kennedy, where The Trevor Project stated that, “We also centered LGBTQ youth and mental health in the cultural conversation, including through collaborations with celebrities like Lil Nas X and Ariana Grande, and our inclusion on TIME’s Best Inventions list and Fortune’s 40 Under 40.” The Trevor Project’s resource for youth was posted by Ariana Grande, Jameela Jamil, Tommy Dortman, Eugene Lee Yang, and more, further proving their capacity to collaborate with celebrities. The Trevor Project even worked with Lil Nas X, Tegan & Sara, Billy Porter, and Gigi Gorgeous & Nats Getty to write letters to their younger selves. However, despite this, there are still steps that the Trevor Project can take to take better advantage of celebrities. One way they can do this is by working with celebrities to encourage them to make “Why I Support Trevor” videos. Videos like this, especially from celebrities, and especially emotional ones, could greatly raise awareness and encourage fans to support The Trevor Project as well. Formal partnerships with a group of celebrities who regularly post, advocate, and participate in campaigns, could be incredibly beneficial as well.

The first advanced metric, on Instagram, is the conversion rate from Story Link Clicks (to donations or resources). What this tells you is how many users who click on story links actually take action such as making donations, accessing a chat line, or signing up to volunteer, which is important because it tracks how well Instagram Stories lead to meaningful outcomes. The channel metric on Instagram is follower growth rate, which measures the rate of new followers over time, which is important for measuring brand awareness. The behavioral metric is saves per post, which indicates that content is considered important, and/or worth revisiting. The second advanced metric, on YouTube, is watch time per viewer, which measures how long each person stays engaged with a video. This is important because high watch time suggests that content resonates with the viewer and keeps the viewer’s attention, which is crucial for messages about mental health. The channel metric for YouTube is Subscribers gained from each video, which tells you which videos are most effective at converting viewers into long-term followers. The behavioral metric for YouTube is the click-through rate, which is essentially the percentage of viewers who click on recommended videos, links to the Trevor Project website, or donation links. This is crucial because it indicates if the content resonates with viewers, and viewers feel compelled to further interact.

[ajalette2]

BLOG #1

How would YOU define social media?

Regarding defining social media, the textbook talks about how, “Social media has been defined, classified, and conceptualized in probably a million different ways. Wherever you go, there is a new term, definition, or way of looking at social media. Every discipline wants to own the term and its definition. Every industry wants to control the duties assigned to social media. Social media is a powerful yet transdisciplinary profession, requiring an understanding of all integrated perspectives, approaches, and views.” Truthfully, I completely agree with this definition, but I do have more to add. The textbook mentions the overall functions of social media, and while there are a lot, I personally think of it as very personal and unique to the individuals. It can be a way to educate yourself, educate others, make friends and connect with people you otherwise wouldn’t be able to, etc. I think it’s a really incredible tool, which has been extremely helpful to myself and so many others, due to everything it offers. I define it as not something definitive, but something uniquely personalized to each person. It’s not a physical thing, it’s a concept. One which is uniquely tailored to each individual, and which varies greatly depending on the user. I define it as something not concrete, but rather something fluid which impacts everyone differently, and that’s a really beautiful thing.

How would you characterize yourself as a social media user?

I’m actually not sure how I’d characterize myself as a social media user. I’m fairly respectful as a social media user, and I use it for a number of reasons. I use it primarily for entertainment, connection, and education. I interact with a lot of content and with a lot of people, but almost always in a very respectful and kind manner. I don’t post much, even on my story, as I prefer to keep my life off of social media and not really share much about my personal life.

What do you consider to be your strengths in your understanding of social media? What are your challenges?

I think I’m pretty open-minded, often to a bit of a detriment to myself. I’m kind on social media unless rudeness is warranted, and I understand the implications of that and what that means. I’d say that’s a strength of mine in my understanding of social media. I do often misunderstand jokes and will misinterpret them as being serious (and vice versa), which can cause some people to target me in the comment sections. I also understand how this happens and why, but regarding the more technical aspects of social media, I have less of an understanding. I have a basic understanding of how algorithms work, and some of the simpler aspects of social media, but nothing complicated. Numbers have always been a struggle for me, but anything personal or related to words, emotions, etc., are easy for me to understand!

What is it that YOU want to get out of this class and beyond (related to social media)?

I’d love to get a better understanding of how social media works, how it can be utilized in the future, and stuff like that! I would really like to learn more about the advantages and disadvantages of it so I can better understand how it works and how to use it! Personally, I think that would really help me in both the present and future, and it would be very beneficial for me!