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Research findings highlight unethical social media practices

Published on Monday, 23rd June 2014
The importance of keeping your social media activity honest, legal and effective is the focus of a half-day conference being run by The Chartered Institute of Marketing (CIM) South West at Bristol Aquarium on 8 July.

The importance of keeping your social media activity honest, legal and effective is the focus of a half-day conference being run by The Chartered Institute of Marketing (CIM) South West at Bristol Aquarium on 27 November at 1400.

The conference will report on the findings and implications to businesses and marketers of a major study commissioned by The Chartered Institute of Marketing (CIM), and carried out by YouGov, on what consumers perceive as acceptable practice on social media channels such as Facebook, Twitter, LinkedIn and GooglePlus.

The recent study reported only one in five consumers had high levels of confidence in what they read on social media and more than half (54%) of consumers don’t believe there is enough regulation governing communications, advertising and branded content across social media platforms.

Speaker, Thomas Brown, Director, Strategy and Insights from CIM comments, “In response to the survey findings we’ve created a voluntary set of standards for business, to help reduce the need for a restrictive or costly legislative response and maintain the integrity and value of social media for consumers and businesses alike. We’re calling on all brands and businesses to step up to their responsibilities to ‘keep social honest’, and I will be taking the audience through our ‘Ten Commandments of Keeping Social Honest’ to help them understand how.”

The research highlights practices which consumers found to be most unethical including the:

  • Creation of fake accounts for leaving positive reviews or comments.
  • Use of techniques to hide negative content within search results.

Importantly, businesses and brands need to be aware that 47% of consumers said if they found out a brand or business had been manipulating social media to appear more popular than they are - that they’d be very likely to change their purchase behaviour and boycott that brand or organisation.

Fellow presenter, Dr Jenny Lloyd, Associate Head of Department for Undergraduate Marketing at Bristol Business School, University of the West of England will explore why consumers develop affinities with certain social media platforms and in particular the nature of those relationships and the role that 'reciprocity' plays in the process. Dr Lloyd will also reflect  on  what happens when the reciprocal nature of those online relationships stumbles.

The conference will also include speakers from Advertising Standards Authority (ASA), and Actionable Insight. The event is a must-attend event for all local businesses and marketers involved in managing social media channels as part of their marketing strategy. Preferential booking rates are available to Bristol Media members using the booking code  KSH2014 to access a delegate rate of £55 instead of £75

To find out more visit: http://www.cim.co.uk/64374 or call 01628 427120.

Keeping social honest conference

Date: 27 November 2014

Time: 1400 – 20.00

Venue: Bristol Aquarium, Anchor Road, Bristol,BS1 5TT

Find out more: http://www.cim.co.uk/64374