MARKETING: Social media gives brands the opportunity to engage with customers 24/7 and in a variety of ways - but when incidents such as the bombing of the Boston Marathon occur, should marketing activity continue, and to what degree?
Social media professionals have turned to tactics that undermine some of the core tenets promised by social media.
We set larger fan counts as a goal above authentic advocacy, and when meaningful engagement became difficult to achieve, we settled for anything that would earn a like, reply or retweet rather than striving for content that fostered relationships and created value.
But let's not rehash how these poor priorities and tactics undermined brand success in social media. Instead, let's explore a more sensitive question: Have social media marketers acted ethically or not?
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NB:Boston marathon police image via Shutterstock.