At the same time, social media has given consumers a much bigger stage upon which to stand and voice their displeasure at brands they find wanting. The answer to the question, “What’s driving your business?” is relatively straightforward. What drives every business is the need to make a profit. What’s not so straightforward is an answer to the question, “What is the ethical framework of your profit-driven marketing strategy?” This tension between morality and making a profit is as old as the proverbial snake oil salesman. In traditional forms of advertising, we can usually make the distinction between ethical and unethical marketing. If the promotion lies, conceals vital information or deceives the unsophisticated buyer, the advertiser can be called to account. Get the full story at Search Engine Journal