This blog post started as a GDPR-related commentary about protecting our data and being good stewards of our clients’ information as social media consultants. Since I put together the first draft in April, I haven’t able to keep up with the edits to include the influx of news about hacks, misused data, “fake news” and the other challenges we are seeing with our security and privacy.
Regardless of what’s happening in the news, it’s pretty clear: Social media platforms are collecting enormous amounts of data, and they’re using it in ways we couldn’t have imagined when we signed up. The platforms’ ubiquity has also made them vulnerable to misinformation or other less-than-transparent uses. Combined, these issues are eroding users’ – and the public’s – trust in social media and those with whom they interact while using it.
A new wave is coming to social media, one that highlights practices that are transparent, true, and helpful to society. Whether you are a large organization using social media to engage with your customers, a social media consultant helping organizations leverage social media for their businesses, or a social media user who just wants to stay in touch with friends – it’s time to take charge.
How do we help our communities know that they can trust us? We can lead by example and stay true to our values.
This is a manifesto. It is mine, but it can be yours, too.
As a social media consultant, I am committed to providing advice and support to organizations that use this technology to support their businesses. While this next part has always been an element of my work, I want to be explicit: The services Socially Professional provides clients will always be ethical, responsible, and user-focused. I will continue to work with organizations committed to the responsible use of social media and marketing tools and tactics. I’ll continue to be energized by working with companies that work make a positive impact on their communities and customers through social media.
Organizations, I challenge you to look at your social media marketing through the lens of transparency. Assess the available social media tools – organic and paid – and consider what is right when planning your program within that framework. Remember that trust is earned, and thanks to a few bad characters, the bar is even higher for you to earn your audiences’ trust. Because of your influence in real life, you have a powerful voice on social media. Use that power wisely.
Users: The most important thing is to shift our thinking. We say that we don’t trust Facebook (or others), but our actions say otherwise. Many still share tons of information on platforms with barely a glance at our privacy settings. If we removed the technology component and treated Facebook as a physical location, I’d bet we would be savvier with our precious information. If someone came along and told us an unbelievable story – or, even more, a story that aligned so perfectly with our own worldview that we could have written it ourselves – we would question their motives. Social media technology mimics real life – whenever you’re in doubt, remember that.
The future is here, fellow social media leaders. We can grumble or we can determine that our digital world will be one that is focused on care and respect and less on manipulation and monetization.
We can all be the change. Let’s commit to taking the first step now.