Social media is no different from any other communications tool. Integrity and ethics are critical. If anything, the two are more important in social media because of the engagement, or conversation.

Information flows quickly, and to succeed one must engage and converse. That means allowing comments to be seen. It means that your own social media efforts should have a name and photo attached.

When you do this you will build your brand — either your personal brand or that of your organization — and you will find followers, customers or clients.

When you don’t, you’ll find a fast backlash.

The conundrum for everyone is that the social media landscape changes — sometimes daily — and keeping up is a challenge.

If you are transparent and authentic in your endeavors, though, your ethics won’t be compromised.