With the rise of content marketing, brand marketers and advertisers have found a gold mine of opportunities for reaching and engaging their audiences. What's more, consumers enjoy the power to invite their potential suitors.

But with this newly discovered consumer freedom to select what they read and who they befriend comes some new ethical challenges. No longer is the information vetted through high journalistic standards. Internet users now have to adopt their own filters for information. In addition, temptations still exist for advertisers to fake their endorsements and literally purchase favorable commentary.

A growing list of ethical dilemmas continues with violations of misrepresentation, privacy, cyber bullying and general "creepiness." With the arrival of broad reaching and relatively unrestricted social channel communications comes the price of consumers vulnerable to new scams and deception. This is why ethics in social media is now receiving a great deal of attention. At the heart of consumer protectionism in this arena is a concern for trustworthy advice and protection of privacy as it relates to the protection of an individual's own credibility.

The following are several common ethical dilemmas faced when sales personnel and marketers engage in social media:

Explain how marketer either did or did not behave ethically toward consumer in this situation? If the marketer's behavior was ethical, explain what would be the appropriate ethical behavior?