In Public Relations, social media is seen as a major new frontier. Along with that comes a vast area of uncharted territory, and in many cases PR professionals are running around trying to learn the rules as they go, unsure of where the line between ethical use of these new outlets and innapropriate use.
I think that in this case, PR professionals are being given a bad rap for doing what inevitably has to happen when something this big and new opens up- testing the waters. Setting boundaries. And this responsibility lies not only with the PR people, it lies with the creators, users, and regulators of social media. And, like in many cases, we should all strive to get along and set boundaries and fair use practices that let us all live happily together. Just as PR professionals should take care not to step on toes, the social media folks should step in to guide what is acceptable and what is not.
The CIPR (Chartered Institute of Public Relations) has just released its guidelines on the fair use of social media (see link below). While there are good points and suggestions (most of which follow common sense) many of the specific issues are not neccessarily addressed here. Evidence that while we can all try to set the rules, in such a changing landscape this is nearly impossible and the debate will continue to rage.