The Importance of Character in Social Media

By now, most people involved in marketing, advertising and PR have put aside any skepticism they may have had about social media and are using such online communications vehicles as blogs, Twitter, Facebook and YouTube to reach out to and engage with others.

Theyre finally realizing that the guaranteed efficacy of a one-way, top-down, interruptive monologue by businesses and bureaucrats is history. And that the era of inclusive, open-ended dialogue between company and constituency is upon us.

Yes, social media appears to be on the verge of going mainstream in more ways than one.

However, what's still a big challenge for many of those using social media for business is using it correctly, adhering to the unique set of principles that differentiates this discipline from more traditional forms of communications.

For social media to work well, the social media makers themselves need to be transparent and authentic, responsive and generous, credible, conversational and considerate.

Ideally, social media makers need to embrace the six pillars of character -- trustworthiness, respect, responsibility, fairness, caring and citizenship -- that are so familiar to so many people of all ages and from all walks of life thanks to Michael Josephson and his book, "Making Ethical Decisions."

Just how important is character in social media today? Very important, in my opinion. Here are my thoughts about the six pillars of character and how each of them pertains to the different ways we carry ourselves in this newfangled world of social media communications...

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• social media
• social media marketing
• marketing
• character
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An ethical person ought to do more than he's required to do and less than he's allowed to do.

Michael Josephson