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Legal Implications of social media marketing
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Mission Possible
What is Intellectual Property?
Enter Social Media
Intellectual Property Challenges
Boardroom Conversations
What is Intellectual Property?
CopyrightLiterary, Musical, Artistic Works, Films, Comp. Programmes
TrademarkLogo, Name (Brand)
Trade SecretFormula, Practice, Process,
1
Copyright Infringement
Copyright holder has the exclusive right:
To Reproduce To make adaptations based on the original
workTo broadcast
To cause the work to be transmitted in a diffusion service
To distribute copies To perform
To display the work in public
Trademark Infringement
Passing Off (what’s mine is not yours)
Unauthorised use of actual mark
Use of mark (actual or similar) in relation to similar goods or services
Identical or Confusingly Similar
Trade Secret Violation
Violation of Restraint of TradeViolation of Non Disclosure
AgreementsSolicitation of Employees
Reverse EngineeringIndustrial Espionage
Enter Social Media
Social Media Profiling
The Art of Conversation
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”
Where? Twitter
FacebookYouTubeLinkedin
Wordpress/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
http://www.realfresh.tv/introduction-to-study-on-social-media-usage-amongst-ftse-100-companies//
Intellectual Property “Challenges”
Legal Challenges
Intellectual Property Challenges
DefamationBreach of Privacy
Interception of CommunicationsInformation Security
Reputational RisksElectronic Records
Intellectual Property
Ownership ?Licences ?
Employee? Social Media Company
Who Owns SM Accounts (Trademark) ,Content
(Copyright) & Followers (Brand & Trade Secrets)?
Employee/ Twitter/ Company?
Course and Scope of Employment?
8am-5pm?
Whose internet connection?
Company Policy
Terms of Service Binding?
Electronic Communications and Transactions Act (Legal force and
effect)
Click-wrap Agreements/ Browse Wrap Agreements
Copyright Ownership?
Reproduction rights? Exclusive licence?
Performance rights?Commercial use?
Distribution rights?Termination of account?
Trademark InfringementWho is @mycompanyname?
Twitter claims no intellectual property rights over material
Termination = removal of text & images in system
“We reserve the right to reclaim usernames on behalf of businesses or individuals that hold legal claim or trademark on those usernames.”
http://www.huffingtonpost.com/jonathan-handel/trademark-protection-and_b_213756.html/
In theory – functional equivalent of domain name
First come, first served
"Preventing the Registration of a Username” form
"Notice of Intellectual Property Infringement (Non-Copyright
Claim)“"
Brand Risks?
Blurring of private & professional personas of employees
Posting of “inappropriate” content
Disclosures & complaints by customers
Defamatory comments about company
Anonymous defamatory comments about company
Dealing with objectionable or negative comments
http://123socialmedia.com/2009/01/23/social-media-policy-examples/
Branding work undone as Details of U.K. tax case spread by employees
42% of Pringles = potatoes, claims of sawdust etc.
Pringles is a brand with many loyal fans on SM sites, 2.8 million fans on Facebook
Trade Secret Risks?
Publication by employee of confidential information
Boardroom Conversations
Social Media Marketing Strategy
Statement on Risk Management
Evaluation of risks – each SM tool
Statement on Legal Compliance
Statement on Ethics
Statement on E- Records Management
Privacy Principles
Social Media Policy
Disclaimer: "The postings on this site are my own and don't
necessarily represent Company's positions, strategies or opinions.“
Conduct
Confidentiality
Restrictions on SM Use & Unacceptable Use
Intellectual Property RightsInterception of Communications
http://123socialmedia.com/2009/01/23/social-media-policy-examples/
Content Licensing Framework ?
The Economy of Ideas
Wikinomics
The Wealth of Networks
Legal Risks
Intellectual Property InfringementDefamation
Breach of PrivacyInformation Security
Reputational Risks
http://www.spamfighter.com/News-12389-Cybercriminals-Fabricating-Clone-Social-Networking-Sites.htm
T H A N K S ! !
P r i a C h e t t y
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w w w . c h e t t y l a w . c o . z a
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