The purpose of this qualitative study is to answer calls to examine social media, ethical engagement, and marginalized publics. Findings suggest that strategic communication and public relations professionals ethically engage marginalized individuals on social media by a) embodying an ethic of care emphasizing compassion and respect, b) listening with sensitivity, c) considering marginalized individuals’ unique privacy and anonymity needs, d) ensuring transparency and accuracy of messaging, and e) forging trusting relationships through an embodiment of authenticity. Ultimately, this study suggests that social media practice must continue to advance care-based ethical social media engagement of marginalized publics in ways that relate to them as unique individuals deserving of compassion and empathy – beyond mere codes of ethics or universal, duty-based philosophies.
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