do good-be-good-final

Doing Goodby Being GoodJoel PostmanPresentation to Haas School of BusinessU.C. Berkeley

October 20, 2010

By law, the corporationis granted “personhood.”

But what if that person is a psychopath?

WHO Characteristics of a Psychopath

• Callous unconcern for the feelings of others• Reckless disregard for the safety of others• Incapacity to maintain enduring relationships• Deceitfulness; repeated lying and conning others

for profit• Incapacity to experience guilt• Failure to conform to social norms with respect to

lawful behaviors.© 2010 Joel Postman & Socialized

Publication is self-invasion of privacy.

Marshall McLuhan

© 2010 Joel Postman & Socialized

Facebook: putting commercial interests ahead of consumer privacy

• Lawsuits in Rhode Island and California allege Facebook and Zynga illegally sending Facebook user IDs to third parties – Oct. 2010

• Facebook settles Beacon dispute for $9.5M – Dec. 2009• Facebook changes privacy agreement, then reverts

some changes after consumer pushback (not) and suit filed by EPIC – Feb. 2009

• More: http://epic.org/privacy/facebook/


"You hereby grant Facebook an irrevocable, perpetual, non-exclusive, transferable, fully paid, worldwide license (with the right to sublicense) to (a) use, copy, publish, stream, store, retain, publicly perform or display, transmit, scan, reformat, modify, edit, frame, translate, excerpt, adapt, create derivative works and distribute (through multiple tiers), any User Content you (i) Post on or in connection with the Facebook Service or the promotion thereof subject only to your privacy settings.... You may remove your User Content from the Site at any time. If you choose to remove your User Content, the license granted above will automatically expire, however you acknowledge that the Company may retain archived copies of your User Content.”


“To provide location-based services on Apple products, Apple and our partners and licensees may collect, use, and share precise location data, including the real-time geographic location of your Apple computer or device. This location data is collected anonymously in a form that does not personally identify you and is used by Apple and our partners and licensees to provide and improve location-based products and services. For example, we may share geographic location with application providers when you opt in to their location services.”

Apple Customer Privacy Policy, June 21, 2010© 2010 Joel Postman & Socialized

Blippy


You have no privacy.Get over it.

Scott McNealy


Some other goings-on


Who’s selling what to whom?


Will blog for booze

“I thought of my post as a piece of writing, and they sent me a bottle of vodka.”

Louise Crawford, Absolut Blogger


Chicken in a pink bucket“Selling chicken in a pink bucket to raise money for breast cancer research is like selling pink cigarettes to benefit lung cancer or selling pink bottles of liquor to support Alcoholics Anonymous.”

Elizabeth Kucinich in a letter to Nancy Brinker,founder and CEO of Susan G. Komen for the Cure.

“To capture the respect for life and dedication the Susan G. Komen Foundation demonstrates in its fight against breast cancer, TravelsinTaste.com asked its resident award-winning mixology expert, Emilio Tiburcio of Fusion Mixology Bar at the Palazzo Resort Hotel Casino to create a sexy, seductive, feminine cocktail indicative of life and survival.” © 2010 Joel Postman & Socialized

Amazon Mechanical Turk (MT)


Outsourcedastroturfing


• 17-year-old’s debut novel is finalist for $20,000 prize at Leipzig Book Fair

• Numerous sections and an entire page lifted from another book

• Judges were aware of all this before making their selection

• It’s “OK” because mixing is part of Berlin’s culture

Plagiarism becomes hip


Chipping away at trust and brand equity.


• Confessed to leaving anonymous comments in Yahoo finance forums in alleged attempt to devalue Wild Oats; investigated by SEC and FTC

• No posts between July 2007 and May 2008

• “I could participate in the community as just another unknown participant on equal terms with every other participant.” (explaining anonymous postings)

• Weak “apologies” invoking first amendment rights

John Mackey - CEO of Whole Foods

Eroding consumer trust


Regulators &the industry

to the rescue


FTC releases blog endorsement rules

• Addresses bloggers who have relationships with advertisers

• The FTC recognizes “the ‘near-endless’ variety of possible relationships between bloggers and the companies about whose products they blog.”

• Also covers celebrity endorsements

• 81 pages of regulations and examples

• Violators fined up to $11,000

October, 2009, http://www.socializedpr.com/ftc-endorsement-guides-define-fair-social-media-practices/


The European Union’s Unfair Commercial Practices Directive bars companies from “falsely claiming or creating the impression that the trader is not acting for purposes relating to his trade, business, craft or profession, or falsely representing oneself as a consumer”

EU banned astroturfing a long time ago


• Hoping to pre-empt the FTC, the advertising industry developed a privacy icon and campaign

• Will be used to let consumers know why they are seeing a certain ad

• Developed by Future of Privacy Forum, whose members include Microsoft, Yahoo, Google, Procter & Gamble and General Electric

http://www.nytimes.com/2010/01/27/business/media/27adco.html© 2010 Joel Postman & Socialized

I have therefore resolved that any time I am using social media, such as writing on my blog, updating on Twitter, or leaving a comment on someone else's blog,

I will: •Base my comments on the facts, and make reasonable efforts to gather all relevant information before participating in any discussion•Weigh carefully the value of any comments I choose to make against the potential for harm•Use logic, persuasion and rhetoric, and not personal attacks, to state my case•Exercise sensitivity and awareness when discussing topics such as race and religion

I will not: •Make assumptions about people’s motivations.•Generate controversy for its own sake.•Join others by thoughtlessly “piling on” when someone is under attack

I will always strive to: •Treat people online with the respect and kindness I would extend to a friend or professional colleague.•Take time regularly to leave a supportive comment on a blog or acknowledge someone positively in a public forum.


Ethics & Privacy Resources• Childrens’ Online Privacy Protection Act

(COPPA), protects children under 13http://www.coppa.org/

• Word of Mouth Marketing Association (WOMMA) Code of Ethics http://womma.org/ethics/code/

• Electronic Frontier Foundation (EFF) http://www.eff.org/issues/privacy

• Electronic Privacy Information Center (EPIC) http://epic.org/


http://www.eff.org/issues/privacy

• Understand the Medium • Respect Privacy

• Identify Yourself • Tell the Truth

• Disclose Affiliations • Protect Reputations

• Do the Right Thing • Be Kind

• Know and Follow the Law • Take a Stand


[email protected]@jpostman


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