Essays on Telstras Social Media Engagement Policy Case Study

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The paper 'Telstra’ s Social Media Engagement Policy " is a good example of a marketing case study. Some social media channels enable account holders to set and manage privacy settings allowing them to limit access to selected friends and contacts. However, as Mark Zukerberg the Facebook founder puts it, users no longer have an expectation of privacy. Realistically, people you have never met, your friends, relatives and even the government can access the information you share on social media with you not having a right or reasonable expectation for privacy as implied in the Facebook privacy policy.

Generally speaking, social media has been designed to be public unless the user makes it private. It is supposed to connect people to one another and is largely an open forum (Larry, 2011). As such, expecting privacy on social media such as Twitter and Facebook is like one yelling out in a crowded town square yet expecting privacy. Social media consists of information that individuals volunteer for the entire internet to see provided they are connected to your social media account. It is logical to say that if one uses his/her real name, photo and real birthday on social media, he/she can not claim to be private anymore.

This implies that the only way to avoid being public on social media is to avoid giving private information on social media. A look at Face book’ s statement of rights and responsibility seems to suggest that although the company values the users’ privacy, they do not guarantee this privacy and it seems that it is only the user who can ensure that he/she does not share information he/she intends to be private on such a public forum.

Furthermore, it seems to suggest that once you share information on Facebook, you grant some rights regarding the use of the information to the company implying that you also waive your right to privacy over the information. For instance, the statement states that the user grants the company non-exclusive rights to use any IP content that one posts on Facebook. As such, any information shared on social media should be treated as public and not private (Face book, 2014).

References

Telstra, 2011, The 3Rs of social media engagement, Retrieved on 4th April 2014, from;

http://exchange Telstra.com.au/training/flip.html,

Face book, 2014, Face book’s statement of rights and responsibilities, Retrieved on 4th April 2014, from;

www.facebook.com/terms.php?ref=pf,

Glynn, W&, Faulds, J2009, Social media: The new hybrid element of the promotion mix, Business Horizons, vol. 52, pp. 357-365.

Blackshaw, P&, Nazzaro, M2004, Consumer generated media (CGM) 101: word of mouth in the age of the web fortified consumer, Retrieved on 4th April 2014, from;

http://www.nielsenbuzzmetrics.com/whitepapers

Solomon, T2012, Social media marketing, London, Prentice Hall.

Belch, G, Belch, M, Kerr, G&, Powell, I2011, Advertising: An integrated marketing communications perspective, McGraw-Hill.

Theodore, F2014, Privacy and social media, Retrieved on 4th April 2014, from;

http://www.economist.com/node/12284475

Larry, P2011, Strategic integrated marketing communications, London, Rutledge.

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