It’s not often that a study in a journal on ethics gets much attention outside of academia, but if your study finds that PR professionals are in fact guiding the ethical decision making in organisations, that’s a different ballgame. In fact, when properly understood and practiced PR is ethical by its very nature.

Another week, another social media meltdown. After HMV it was Applebees’ turn in the US to go up in flames in front of the eyes of the world, in real time. A long post by RL Stollat on his blog, it goes through the timeline of how it kicked off and all the mistakes that the Applebees social media team were making in excruciating detail.

Who doesn’t love to hate corporate jargon? We all do. And I’d argue we’re all guilty of it at one time or another. Econsultancy has pulled together a list of horrors where, I’ll be honest, I don’t know if I’d be able to refrain from slapping some sense into the speaker. I mean, ‘phablet’? Really? Apparently this is such a problem in PR, that digital agency Twelve Thirty Eight have created the ‘Buzz Saw App’: a web-based tool that strips out all the jargon, providing you with the total number of buzzwords used and a percentage score.

I have nothing but love for Lego. They just get this social thing. Just in case you didn’t think they were awesome enough already, to celebrate their 55th anniversary, they came up with a series of 55 minimalist posters of nursery rhymes, stories and pop culture references — all in glorious Lego! See how many you can get right – this is not just your average, boring ‘like-bait’.

It’s social media philosophy time – hooray!

Two articles by @nathanjurgenson caught my attention this week. The first is about the phenomena of digital dualism, where he argues that the scale of how people see their interactions with digital extends from one extreme – strong augmented reality, where they see as digital and reality being the same thing – to the other – strong digital dualism, where digital and reality are kept strictly separate. Confused? Read his post and take the digital dualism test (personally, I feel most comfortable at the mild augmented reality end).

The second, is a follow-up piece to the digital/reality scale and the consequence of more and more people living in total augmented reality. Instead of watching your favourite band play your favourite song, you’re filming in on your smartphone to be posted later on YouTube. Instead of enjoying the view from the peak of that mountain you’ve just climbed, you’re taking a photo to share with your followers on Instagram. Instead of having a good old chat with a friend, you’re tweeting that great one liner you just came up with. Nathan argues that like photography before it, social media changes the way we perceive the world. Have you ever asked yourself: “Holy crap, this thing I’m doing/I’ve seen/I’ve heard/I’ve read would look great on my [insert social media profile of choice]? He writes: “social media users have become always aware of the present as something we can post online that will be consumed by others”. Or, asked in the form of a question: Are we more concerned by our own social media history, that we forget to enjoy the moment?

The aptly named Creativity Online recently posted a collection of 10 projects from 2012 that expertly combine creativity with technology – while keeping the customer front of mind. The list includes some great examples from retail, my personal favourites would be Red Tomato’s Pizza Fridge Magnet button. The button is given to the only the best customers and programmed with their favourite order – all they need to do is press it and their order is delivered.

Then there’s Hellmann’s Recipe Receipt, where customers in Brazil who bought Hellmann’s mayo at a participating supermarket would get a recipe using Hellmann’s and the other items they’d bought printed on their receipt (HT @cdceniza).

In this week’s videos of the week, the new Mercedes CLK will make you want to make a pact with the devil to get it and all the sexiness that comes with it – but watch the clip before you sign away your soul. Also, my apologies for not already including this last week, but I just had to include it.

Microsoft launched this clever Internet Explorer ad for all the children of the ’90s. The snappy wristband thingies? The 56k dial up modem? The chunky yellow water-proof Walkman? And the pinnacle of awesome, the Supersoaker? I loved them all. Will the clip make me switch to Internet Explorer and turn my back on Chrome? Who knows…

And finally: the best think you’ll read this week (besides this email, of course): Simon Rich’s fantastic short story ‘Sell Out’ from the New Yorker (HT @TomParker81). So good, I immediately bought Simon’s book afterwards.