In the wake of the recent Facebook vs. Google scandal, it may be naive to suggest that we’re “trending” toward anything remotely kinder or gentler in the world of business ethics. However, it does make me wonder whether Gordon Gekko-style cutthroat capitalism is the most effective way to do business in our increasingly web-based culture. In the social media sphere, where everybody is equally vulnerable to defamatory attacks—and perhaps equally vulnerable to being exposed as the perpetrator—are other models more effective?

I would argue that there is a new ethos emerging in the web business space driven, in part at least, by the ever-evolving and collectively scripted rules of social media.

Here are just few tips on how to promote your brand using social media (that don’t involve planting scandalous blogs about your competition!). (more…)

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