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Agenda
Search Engine Optimization and Ethical
concerns
Facebooks Privacy Policy and Confidentiality
Issues
Smartphones and the Future of Internet
Marketing
Summary

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Daniel Zhao
KEY WORDS VS. CONTENT

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 SEO as a Marketing Strategy
SEO: Search Engine Optimization

A way to build the information architecture of

the website more search engine friendly.
Using keywords to make a website more easily
found by search engine.

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Google Search Results & JC Penney
How JC Penney raised to
the No.1 spot in the
search results.
Someone paid to have
thousands of links
placed on hundreds of
sites, all directed to JC
Penney.
More ways to perform
SEO.

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 More clicks? Or better Quality?
Articles with keywords that people might search
for, writing teaser headlines to attract clicks.
Online media producing content based on what
people click on.
This would drive online media to publish low-
quality articles that are written to appeal to
search engines instead of people.

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 Ethical Concern
Not illegal, but unethical.
Misleading contents interference the correct
results.
Could have long lasting negative business
consequences for the company.
Impair the brand image, customers confidence.

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Molly Zapkin
The age of Privacy is over
-Mark Zuckerberg
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 Privacy and Confidentiality Issues on
Facebook
Revised Privacy Policy in 2010
Made all personal information public by default
Settings must be changed in order to keep information
private
Certain information is still shared unless changed in a
separate settings page
Links personal information to topics pages
Personal information is shared with third party
advertisers
Allows highly target, relevant ads to be delivered to the
user

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Facebooks Privacy Policy
All users have to agree to
the privacy policy
Unclear of how third
party advertisers use
personal information
Privacy statement is
5,830 words
Uses fancy legal
terminology

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Sarah-Jane Weisberg
SMART PHONE AND
INTERNET MARKETING

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 New Digital Era: The Smartphone
WSJ Investigation into iPhones and
the Pandora Radio Application
Bad Publicity: Google and Apple
Inc.
Personal Data Collection and
Sharing
Where does this Information Go?
Google
Mobclix
Precise Consumer Targeting
Viral Ads on Social Networks
Ethical Considerations
Privacy and Personal Information
Security
Informed Consent
Transparency
Senate Sub Committee Hearing

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 The Future of Internet Marketing:
Affective Computing
Tracking Emotions
MIT: Affectiva
Web Cam Application: Affdex
Enhanced Customer Service
Potential Ethical Considerations
Privacy
Manipulation and Coercion
Transparency

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 Summary of Ethical Considerations
The Consumers Privacy
75% of online consumers have privacy and security concerns
Clear Statement of Policy (transparency)
Secure Personal Information
Stay up to date on Regulations
REMEMBER: Every action you take online is there forever
Self-Regulation
Set Firm Ethical Guidelines
Consider these guidelines if using a 3rd party ad service
Avoid falsely advertising your website

Questions?
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 Citations
Bilton, N. (2010, May 12). Price of Facebook Privacy? Start Clicking.
Retrieved 2011, from The New York Times :
http://www.nytimes.com/2010/05/13/technology/personaltech/13basics.ht
ml
Kirkpatrick M. (2010, Jan. 9). Facebooks Zuckerberg Says the Age of Privacy
is Over. Retrieved 2011, from ReadWriteWeb:
http://www.readwriteweb.com/archives/facebooks_zuckerberg_says_the_ag
e_of_privacy_is_ov.php
Henn, S. (2011, March 31). Tracking reactions to ads via webcam. Retrieved 2011,
from American Public Media: Marketplace:
http://marketplace.publicradio.org/display/web/2011/03/31/am-customer-
service-through-a-webcam/
Scott Thurm, Y. I. (2010, December 17). IPhone and Android Apps Breach
Privacy. Retrieved 2011, from Wall Street Journal Online:
http://online.wsj.com/article/SB100014240527487046940045760200837035
74602.html

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 Citations(cond):
http://www.seomoz.org/about
http://news.topwirenews.com/2011/04/13/SE
O-For-Lawyers-Has-Search-Engine-Evolution-
Gone-Too-Far_2011041313651.html
http://www.nytimes.com/2011/02/13/business
/13search.html
http://www.nytimes.com/2011/02/11/business
/media/11search.html

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