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Does Your Social Media Policy Cover Listening Ethics?

December 1, 2010

“Does your social media policy tell your employees the boundaries they should stay within when hiring social listening, monitoring or mining vendors? Probably not, but it definitely should.”

To read the rest of this great post by Chris Boudreaux click here.

Also worth thinking about are these 5 ethics questions around social listening and research providers by Rob Key:

“Questions to Ask Your Listening Provider

  1. Validation: Have they been evaluated by independent analysts who verified (a) their track record with clients, and (b) their technical claims? You might consider speaking with Zach Hofer-Shall at Forrester, or Jeff Zabin at Gleanster.
  2. Partnerships: Do they maintain verified partnerships with key platforms, such as Twitter, wherein they are required to abide by the Terms of Service of those partnerships?
  3. Respect: When harvesting conversation data from web sites, to what extent do they follow the sites’ Terms of Service and secure prior approval where necessary?
  4. Relationships: When harvesting from web sites, do they mask their IP address, or do they allow site owners to see that they are being harvested, and work to maintain positive relationships with site owners?
  5. Leadership: To what extent do they participate in or support the development of ethical standard in social media, such as the WOMMA Ethics Committee?

The Risks to Your Brand

Like search engine marketing, social intelligence is no longer a luxury; it’s a necessity. Also like search engine marketing, there are White Hats and Black Hats in social intelligence.

Working with unethical or questionable listening vendors can lead to embarrassment for your brand, lock out from key data sources, and private communities refusing to work with you. These simple questions can help your brand to stay on the ethical high road.”

Please note that the content of this blog is not original and has been taken from articles by Chris Boudreaux and Rob Key as referenced as I consider it noteworthy of discussion.

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