HK Council of PR Firms issues new social media code of ethics

The Council has identified principles for engagement via social media as guidelines for marketers, agencies and individuals to use as a benchmark for their online behaviour.

According to a document issued by the CPRFHK, the code of ethics is not intended to reinvent the industry's professional standards, but rather refer to the new dynamics that need to be addressed with a new perspective.

David Ketchum, Asia-Pacific president at Bite Communications, said the new guidelines are in response to the rapid growth of social media and aim to provide useful guidelines and references on the best practise in social media interaction.

Social media has become an integral part of companies' communications planning, and is still growing in reach and impact, but it has also created many gray areas.

The guidelines, which will be periodically revisited, include the following:

• Truthfulness. Respect the truth and do not disseminate false or misleading information knowingly or recklessly, and use proper care to avoid doing so inadvertently. 
• Transparency. Be clear about which clients and which side of any issue you represent, and when you have paid for endorsements, content or services. Identify who you are and what your affiliation is in any online conversation. 
• Personal and organisational responsibility. Be aware that you are responsible for any and content you create and transmit, including your opinions and use of content. Be aware that you represent both the firm you work for, and your firm's clients, even when you are not explicitly commenting on business matters. Your three online 'identities' are inextricable. 
• Confidentiality. Respect the confidentiality of clients and other sources of information. Don't disclose information anonymously or use it for any other purpose than that for which it was provided. 
• Legality. Obey all copyright laws and other standards that apply to both the off- and on-line worlds. 
• Play by the rules. Adhere to the terms of service for any social media platform on which you interact, as well as any specific guidelines your firm may have in place. This includes not spamming databases, and respecting the usual ways to engage users online through official fan pages and groups. 
• Respect. Online, apply at least the minimum standards for offline courtesy, politeness and appropriateness. For example, don't Tweet excessively, or use an overly personal tone in business communications.

Ketchum goes on to mention Kenneth Cole's recent Twitter faux pas, in which he made light of the Egypt protests by tweeting, “Millions are in uproar in Cairo. Rumor is they heard our new spring collection is now available online,” as an example of how to get it wrong.

The launch of the guidelines coincides with Social Media Week taking place in Hong Kong this week.