Ethics in Information Technology, Fifth Edition 9781285197159
Chapter 9
Social Networking
Self-Assessment
1. social shopping network Web site
2. c. over 2 billion
3. Linkedln
4. True
5. b. Viral marketing
6. False
7. MySpace
8. False
9. False
10. d. All of the above
11. False
12. brand awareness
Discussion Questions
1. MIT professor Sherry Turkle has written a book, Alone Together, which is highly critical of
social networking. She argues that the manner in which some people frenetically communi–
cate online using Facebook, Twitter, and instant messaging is a form of modern madness.
Turkle thinks that under the illusion of enabling improved communications, technology is
actually isolating us from true human interactions. Others disagree and argue that Face-
book, Twitter, and instant messaging have led to more communications, not less. What do
you think?
2. Keep track of the time that you spend on social networking Web sites for one week. Do you
think that this is time well spent? Why or why not?
3. Do you think that college instructor-student friendships on social networking Web sites are
appropriate? Why or why not?
4. Develop an idea for a social media marketing campaign for one of your favorite consumer
products. Document how you would turn your message viral.
5. Discuss the following idea: The information posted on social networking Web sites about
news events occurring in foreign countries is an excellent source of up-to-the-minute news.
6. Identify two significant advantages that social network advertising has over other forms of
advertising.
7. What advice would you give a friend who is the victim of cyberstalking?
8. In 2011, over 3,330 people were killed and 387,000 people were injured in auto crashes in–
volving a distracted driver. Additionally, 40% of U.S. teenagers report being in a car when
the driver used a cell phone in such a manner that it put the passengers at risk. Do you
think that more needs to be done to discourage the use of cell phones and smartphones
when driving? If so, what additional actions could be taken? If not, why not?
9. What measures would you use to gauge the success of a social networking promotion de–
signed to get people to try a new consumer product?
10. Can role playing illegal and violent fantasies in a virtual world affect individuals and soci–
ety in the real world? What are the social and ethical implications of such role playing?
Should limits be placed on what players can do in virtual worlds?
11. Do a search of the Web and develop a list of six companies that have created their own so-
cial networking Web sites.
12. What type of online information about a job candidate should employment managers con-
sider when screening candidates for an interview? Give three examples of information that
might be found that should automatically disqualify a candidate from a job offer. Give three
examples of online information that should increase a candidate’s chances of a job offer.
Employment managers should consider a candidate’s intelligence, job skills, education, employ–
ment history, and soft skills (oral and written communication, how they interact with others, etc.).
13. Review your user profile on your most frequently used social networking Web site. Do you
think you need to make any changes to this profile? If so, what changes?
14. Check out the privacy policy of three social shopping Web sites to see if they say anything
about selling user data to retailers. Write a couple of sentences summarizing your findings.
What Would You Do?
1. Students’ responses will vary. The right thing to do in such a situation would be to provide the
2. Students’ responses will vary. Some of them may say that what a person has experienced or
done in his or her personal life should not be taken as a benchmark to assess a candidate’s job
suitability. They may recommend that the coworker should look at more than just the limited in–
3. Students’ responses will vary. What the colleague is doing is, from every aspect, unethical, im–
moral, and wrong. Posing as a person of the opposite sex to entice, insult, or capture attention
5. Students’ responses will vary. The students should tell their employer that they will be happy
to post positive messages about the product just as soon as they have had an opportunity to try it
6. Students’ responses will vary. John sounds like a possible stalker. Since the students do not
7. Students’ responses will vary. Some of them may say that it sounds like a bad idea. To begin
8. Most of the students will say that they should do what they would do in real life—just say NO.
Cases
Case 1: Procter & Gamble Turns to Social Networking
1. Students’ responses will vary. Some of them may say that the success of social networking
marketing campaign should not be measured simply by an increase in units sold. It all depends on
2. Students’ responses will vary. Over the years, women—the target audience for soap operas—have
3. Students’ responses will vary. Some of them may say that P&G might use the following five
criteria to assess both the appropriateness and effectiveness of its YouTube commercials:
Number of visitors who visit the Web site after viewing the commercials
Case 2: Social Networks for Chronic Health Condition Sufferers
1. Students’ responses will vary. Some of them may say that they would suggest their grandmothers
Case 3: Facebook Raises Privacy Issues
1. Students’ answers will vary. Some of them may say that they have no issues with the features
offered by Facebook and may agree that they have never really given it a thought. Ethically
2. Students’ answers will vary. The tag feature uses facial recognition software to link user names to