Good practices in communication of brands in social media

Marta Brzezińska-Waleszczyk

Pełny tekst artykułu

Social media are both the tools for advertising and PR. Activities of companies investing in social media marketing raise some ethical dilemmas. Questionable practices lead to crises in social media and, in turn, have an influence for unflattering opinion about PR. Still there is a perception of anonymity and impunity in social media, the lack of longterm action strategies. With a reference to selected examples the author shows unethical behavior in social media. All of this when making attempt to create a code of ethics for brand communication in social media.

KEYWORDS

social media, marketing, internet, advertisement, public relations, communication