How do we market ourselves ethically?

I created Shift Practitioners to amplify the impact of the extraordinary leadership consultants, coaches and facilitators in my network and to ignite a movement to #shiftleadership. Which brings me to this dilemma:

How do we market ourselves effectively without compromising our values?

One of the primary services I provide my practitioners is managing their social media campaigns but sometimes I wonder, “Am I feeding the beast?” If you’ve watched The Social Dilemma on Netflix you will understand my concern.

In 2020, social media is one of the few ways we can still reach new customers to grow our businesses and make a positive impact in the world. How we do this ethically is a topic I’m committed to exploring and discuss regularly with my practitioners, and I've started to develop the ethical decision tree below. I'd love to know, what questions would you add?