The effectiveness of a brand’s social media campaign centers on credibility; something that is in seemingly shorter and shorter supply as brand social media marketing matures. And, your brand’s credibility in social media has an impact on your credibility in the “real world” as well. Building credibility on social media means acting ethically. Consider this, why do you post what you post? Are you offering valuable content (more on that here) or are you trying to get as many people to like you as possible? Your answer, or rather, your brand’s answer (or even perceived answer) to this question is at the center of a topic that has become the center of scrutiny in the past few years: Social Media Marketing Ethics. But what makes a social media account ethical? Here are a few qualities to consider before you hit “post”.