Social media ethics in the data economy: Issues of social responsibility for using Facebook for public relations

Abstract The rapidly-evolving data economy based on surveillance capitalism raises new issues of ethics and social responsibility for public relations practice and scholarship. Understanding the business model of companies like Facebook, that sell algorithmic-driven, micro-targetable profiles of individuals, is necessary in order to consider consequences of using social media to communicate with audiences. This critical essay examines the operating model and deceptive communication strategies of Facebook Inc., and considers how the use of algorithms and artificial intelligence impacts stakeholders. Ethical frameworks explicated by previous scholars to assess standards of the profession are used as a theoretical lens to consider the social responsibility implications of using Facebook for public relations. The social media environment is changing quickly, which calls for consideration of unintended impacts.