Pria Chetty Social Media Marketing Legal Risks

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    07-Dec-2014

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Legal Implications of social media marketing

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<p>to the internet as platform, and an attempt to understand the rules for success on that new platform</p> <p>Social Media MarketingLegal Risks</p> <p>Pria Chettypria@chettylaw.co.zaChetty Law1</p> <p>2</p> <p>What is Intellectual Property?</p> <p>Enter Social Media</p> <p>Intellectual Property Challenges</p> <p>Boardroom Conversations3</p> <p>4CopyrightLiterary, Musical, Artistic Works, Films, Comp. ProgrammesTrademarkLogo, Name (Brand)Trade SecretFormula, Practice, Process,</p> <p>Copyright subsists automatically,Expression of ideas</p> <p>Recognises input into reputation and goodwill</p> <p>Competitive AdvantageEconomic Advantage</p> <p>5</p> <p>1 </p> <p> Copyright Infringement</p> <p>Copyright holder has the exclusive right: </p> <p>To Reproduce To make adaptations based on the original workTo broadcast To cause the work to be transmitted in a diffusion serviceTo distribute copies To perform To display the work in public</p> <p>Exploitation of any one of the copyright holders worksExercising of any of the exclusive rightsInsight is the limited durationMore importantly the rights are divisible</p> <p>6</p> <p>Hinges on element of unauthorisedAutomation and digitisation clinging onto the principle that the act is unauthorised </p> <p>7</p> <p>Trademark Infringement </p> <p>Passing Off (whats mine is not yours) Unauthorised use of actual mark</p> <p>Use of mark (actual or similar) in relation to similar goods or services</p> <p>Identical or Confusingly Similar</p> <p>8</p> <p>9</p> <p>Trade Secret Violation</p> <p>Violation of Restraint of TradeViolation of Non Disclosure AgreementsSolicitation of EmployeesReverse EngineeringIndustrial Espionage</p> <p>10</p> <p>11</p> <p>12</p> <p>Not about upgrade to technical specifications of the web.Different platform for users to engage with the web and on the web</p> <p>13</p> <p>14</p> <p>15</p> <p>16The Art of Conversation </p> <p>Lloyd Salmons, first chairman of the Internet Advertising Bureau social media council: Social media isn't just about big networks like Facebook and MySpace, it's about brands having conversations </p> <p>utilizing the various social networking sites to enforce your brand and market your business17</p> <p>Where? TwitterFacebookYouTubeLinkedinWordpress/bloggerFlickr How? Linking to profiles from your contact page, or other high ranking pages on your siteCross linking between your social media profilesLinking to these pages in any articles or blog posts you write</p> <p>utilizing the various social networking sites to enforce your brand and market your business18</p> <p>The FTSE 100 index comprises the 100 most highly capitalised blue chip companies on the London Stock Exchange, representing approximately 81% of the UK market.19</p> <p>http://www.realfresh.tv/introduction-to-study-on-social-media-usage-amongst-ftse-100-companies//20</p> <p>21Legal Challenges</p> <p>Intellectual Property Challenges</p> <p>DefamationBreach of Privacy Interception of CommunicationsInformation SecurityReputational RisksElectronic Records</p> <p>22Intellectual Property </p> <p>Ownership ?Licences ?</p> <p>Employee? Social Media Company</p> <p>23Who Owns SM Accounts (Trademark) ,Content (Copyright) &amp; Followers (Brand &amp; Trade Secrets)? </p> <p>Employee/ Twitter/ Company?</p> <p>Course and Scope of Employment?</p> <p>8am-5pm?</p> <p>Whose internet connection?</p> <p>Company Policy 24</p> <p>25Terms of Service Binding? </p> <p>Electronic Communications and Transactions Act (Legal force and effect)</p> <p>Click-wrap Agreements/ Browse Wrap Agreements</p> <p>26Copyright Ownership?</p> <p>Reproduction rights? Exclusive licence?Performance rights?Commercial use?Distribution rights?Termination of account?</p> <p>Trademark InfringementWho is @mycompanyname? </p> <p>27</p> <p>Twitter claims no intellectual property rights over material </p> <p>Termination = removal of text &amp; images in system28</p> <p>We reserve the right to reclaim usernames on behalf of businesses or individuals that hold legal claim or trademark on those usernames.29</p> <p>http://www.huffingtonpost.com/jonathan-handel/trademark-protection-and_b_213756.html/In theory functional equivalent of domain name</p> <p>First come, first served</p> <p>"Preventing the Registration of a Username form</p> <p>"Notice of Intellectual Property Infringement (Non-Copyright Claim)"30</p> <p>Brand Risks? </p> <p>Blurring of private &amp; professional personas of employeesPosting of inappropriate content</p> <p>Disclosures &amp; complaints by customers</p> <p>Defamatory comments about company</p> <p>Anonymous defamatory comments about company</p> <p>Dealing with objectionable or negative comments</p> <p>31</p> <p>http://123socialmedia.com/2009/01/23/social-media-policy-examples/Branding work undone as Details of U.K. tax case spread by employees</p> <p>42% of Pringles = potatoes, claims of sawdust etc.</p> <p>Pringles is a brand with many loyal fans on SM sites, 2.8 million fans on Facebook</p> <p>32Trade Secret Risks? </p> <p>Publication by employee of confidential information</p> <p>33</p> <p>34</p> <p>35Social Media Marketing Strategy </p> <p>Statement on Risk Management</p> <p>Evaluation of risks each SM tool</p> <p>Statement on Legal Compliance</p> <p>Statement on Ethics</p> <p>Statement on E- Records Management </p> <p>Privacy Principles </p> <p>36Social Media Policy</p> <p>Disclaimer: "The postings on this site are my own and don't necessarily represent Company's positions, strategies or opinions.</p> <p>Conduct</p> <p>Confidentiality </p> <p>Restrictions on SM Use &amp; Unacceptable Use</p> <p>Intellectual Property RightsInterception of Communications37</p> <p>http://123socialmedia.com/2009/01/23/social-media-policy-examples/38Content Licensing Framework ? </p> <p>39</p> <p>The Economy of Ideas WikinomicsThe Wealth of Networks40</p> <p>Open licensing frameworks rely on principle of copyleft, relies on the copyright holders right to determine how their works are used.Instead of restrictive application of rights, for various reasons, an open application of rights, licence to use, reproduce, derive from41</p> <p>42</p> <p>43</p> <p>44Legal Risks </p> <p>Intellectual Property InfringementDefamationBreach of PrivacyInformation SecurityReputational Risks</p> <p>45</p> <p>http://www.spamfighter.com/News-12389-Cybercriminals-Fabricating-Clone-Social-Networking-Sites.htm 46</p> <p>THANKS!!</p> <p>Pria Chetty</p> <p>pria@chettylaw.co.za011 463 6368083 384 4543www.chettylaw.co.za </p> <p>47</p> <p>www.chettylaw.co.za</p> <p>48</p>

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