As we move from monologue to dialog, we are going to need some new rules. While much of the focus is on how companies and institutions such as colleges and universities need to behave on the social web, the customer needs to behave in an ethical manner as well. I came across this Company-Customer Pact which helps define this behavior. Companies and customers need an online environment that supports open, authentic communication and a mutual responsibility to make it work.
Learn more about the pact at http://ccpact.pbwiki.com.