“I will never go back to this location for New Year’s Eve!!!” young Holly Jones ranted on an Indianapolis bar and restaurant’s Facebook page. “After the way we were treated when we spent $700+ and having our meal ruined by watching a dead person being wheeled out from an overdose my night has been ruined!” The angry post accused the evening’s restaurant manager of rudeness, the party’s waitress of profanity and the establishment itself of inattention.

After a sharp on-line rebuttal by the restaurant, the Web Furies were unleashed. Jones’ post became the latest web-shaming catalyst and an invitation to join a cyber-mob where fun could be had by all turning an ordinary jerk into a national villain. Lots of people signed up. The mob tracked down Jones and bombarded her own Facebook page with hate—she took the page down—then moved on to the salon where she worked as a hairdresser, threatening a boycott unless it fired Jones.

So it did.

These exercises in vicious web shaming can be ranked along an ethics spectrum. At the most unethical end is the destruction of Justine Sacco, who had her legitimate marketing career destroyed by social media’s  hysterical over-reaction to a self-deprecating, politically incorrect tweet. Now she works promoting a fantasy sports gambling website, a sleazy enterprise that entices chumps into losing serious cash with a business model derived from internet poker—she not only had her life derailed, she was corrupted too.

At the other end is Adam Smith, the one-time executive who wrecked his own career, with the help of another cyber-mob, by proudly posting a video of himself abusing an innocent Chic-fil-A  employee because Smith didn’t like her boss’s objections to gay marriage.  Somewhere between the two is Lindsay Stone, who lost her job by posting a photo showing her pretending–she later said— to scream at the Tomb of the Unknown Soldier while flipping the bird at the “Silence and Respect” sign.

The distance between Smith and Jones is the difference between words and conduct. Smith’s video showed him abusing a young woman, and his posting of the video indicated that he saw nothing wrong with it. Jones, in contrast, did nothing, other than prove herself to be, at least at the moment she posted her rant, an utter jerk. Everyone along the spectrum, however, including Jones, were excessively and unjustly harmed by the web-shaming  campaign against them. Last I checked, Smith was unemployed and destitute three years after his episode of atrocious judgment.

In the current case, the cyber-mob forcing Holly’s employer to fire her is ethically worse, by far, than anything she can reasonably be accused of doing by posting her criticism of the restaurant. Continue reading →