Behaving ethically isn't just the right thing to do -- it's good for business, argues Bob Cargill. In the world of social networking, your reputation is your biggest asset, he writes -- so showing respect for others and being scrupulously fair and transparent in your online dealings are crucial. "The most successful social-media practitioners are those who are trusted by their friends, followers and fans," Cargill writes. "And trust doesn't come overnight."

Related Summaries