Does advertising naturally involve some form of misinformation? Some say yes, and some say no.
But regardless of people’s personal beliefs, it’s becoming increasingly clear that consumers are becoming more skeptical of marketers.
Trends show that consumers now gravitate to brands that they believe conduct business ethically.
They’re a way for businesses to differentiate themselves and become more profitable in the process.
In this article, we’ll discuss what ethical social media marketing entails and how it can benefit businesses.
The Importance of Ethical Social Media Marketing
Ethical social media marketing goes far beyond just mere adherence to legal guidelines; it encompasses honesty, accountability, and respect for user autonomy.
Advertising has a reputation for being misleading, spreading misinformation, and being intrusive. While this, of course, has generated extra sales for many companies, it can come at the cost of lower brand loyalty and reputational damages.
That risk is as high as ever, with consumer awareness also being at an all-time high. While social media has given companies more tools to mislead with their ads, the internet has also empowered consumers.
They can now go to the internet to do things like:
- Read alternate product reviews;
- Look up controversial news about companies;
- Identify their leaders.
As a result, people are now more educated about data privacy, deceptive advertising, and manipulative engagement tactics.
But so what?
Well, a report from Edelman Trust finds that consumers are seven times more likely to buy from brands they trust.
Even if brands and marketers themselves don’t personally care about the morals of it all, they can no longer deny that to be ethical is to be profitable.
Core Principles of Ethical Social Media Marketing
So, how does one practice ethical social media marketing? They need to adhere to these 5 main principles.
Transparency and Honesty
Authenticity is at the core of ethical marketing.
Misleading wording…
Exaggerated claims….
Clickbait content…
Convenient obscuring of facts…
… Some say that these are unavoidable parts of effective marketing. In fact, ask any copywriter, and they’ll probably be well-versed in these techniques.
However, with consumers being as smart as they currently are, they can do more harm than good. Remember that they can see through the smoke and mirrors now! Ethical—and effective—advertising focuses on being transparent about their products and services.
This also includes explicitly disclosing any sponsorships, affiliate content, influencer collaborations, and paid promotions. (Not to mention, failing to do so is also illegal in the US and many parts of Europe).
Avoiding Manipulative Tactics
Another pillar of traditional marketing involves psychological manipulation to drive sales or engagement. People can now see through efforts to artifice fear, scarcity, or urgency.
While they may still yield short-term results, they leave a bad taste in people’s mouths, eroding trust and brand loyalty in the long run.
Instead, marketing should focus on the actual value propositions of products and services—regardless of any scarcity or time restriction.
Respect for Privacy and Data Protection
People already know that much of their online data is being sold by tech companies to advertisers. We can see this in how VPN download rates have skyrocketed in recent years, for example.
As such, social media marketers can show that they respect user privacy by obtaining explicit consent before obtaining, using, or sharing any kind of user data.
Inclusive and Respectful Content
Diversity and inclusivity are now non-negotiables in today’s digital landscape, as seen, for example, with the US creating DEI (diversity, equity, and inclusion) initiatives and frameworks for organizations.
This means that any marketing content must be free of any discrimination, stereotyping, or otherwise offensive messaging. Failing to do so simply alienates large chunks of the population—further decreasing the reach of your ads.
But remember that practicing DEI needs to be done thoughtfully. People are also incredibly critical of performative inclusivity. For example, having “token minority characters” can achieve the opposite effect.
However, this is just part of consumers’ demand for more socially responsible businesses. In addition to valuing diversity, people also want businesses to be environmentally conscious and even participate in charitable acts.
Genuine Engagement
Consumers crave authentic connections with brands. Most consumers roll their eyes when they see automated responses or even generic engagement.
To foster genuine interactions—and build organic online communities around your brand—have personalized responses, thoughtfully participate in trends, and participate in meaningful conversations around relevant issues.
Beyond standard promotional content and interacting on social media, brands can even host events like Q&A events or community conventions.
This makes companies feel more human and not just a conglomerate behind a screen.
Conclusion
In a nutshell, consumers want to feel valued and respected—not deceived. But the simple truth is that many, if not most companies still deceive and exploit their customers. This is why brands that prioritize ethical practices are perceived differently.
However, what “ethical” entails is bound to change. For example, the rise of AI and its usage in social media marketing and consumer analysis has sparked intense debates among groups with varying opinions.
Companies will then need to navigate these shifting landscapes responsibly and make their own choices and bets. But no matter what happens, ethical marketing is underpinned by one core truth: side with consumers, and they will side with you.
