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IP Protection in the Social Media Eria - Interview: JoAnna Emery, Premier Foods - IP Law Europe Summit
IP Protection in the Social Media Eria - Interview: JoAnna Emery, Premier Foods - IP Law Europe Summit
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IP Protection in the Social Media Eria - Interview: JoAnna Emery, Premier Foods - IP Law Europe Summit

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For more information: emailus@marcusevans.com …

For more information: emailus@marcusevans.com

JoAnna Emery who is the Group IP Manager at Premier Foods and the Chairperson at the marcus evans IP Law Europe Summit, discusses why companies need to realise that even if they do not have social media accounts, they still need to be active in protecting their company.

Join the 2015 Summit along with top IP Law executives and service providers in an intimate environment for a focused discussion of key new drivers shaping the legal industry today.
For more information: emailus@marcusevans.com


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  • 1. IP Protection in the Social Media Era From a legal perspective, how could they better engage with their customers? Interview with: JoAnna Emery, Group IP Manager, Premier Foods “Companies need to realise that even if they do not have social media accounts, they still need to be active in protecting their company in that space,” says JoAnna Emery, Group IP Manager, Premier Foods. “They must be aware of what is going on in relation to their products and consumers, to be able to protect their intellectual property (IP) assets online,” she adds. Emery is the chairperson and a speaker at the marcus evans IP Law Europe Summit 2013 and a speaker at the E u ro p ean Co rpo ra t e Cou ns el Summit 2013, both taking place in Cascais, Lisbon, Portugal, 17 - 19 November. In this day and age of social media and the internet, how could companies better protect their IP assets and reputation online? They should first realise that they cannot ignore social media when their consumers are talking about their products online. It is absolutely key to monitor social media websites and respond appropriately. It is not like responding in the real world where they could send out a cease and desist letter. If they do that, most likely it will be up on a social media channel the next day, which will not go down too well. They must be open, honest, transparent, and deal with any comments in a cool and calm manner. They must embrace social media and engage with them head-on, warts and all. They should admit that things do go wrong, and not cover up or spin anything when they do. They must embrace the technology and the way their consumers want to talk to them, and actually encourage them to have a dialogue. How could they minimise or control the risks associated with social media? Embracing social media means planning what they are going to do. There has to be a document with the details of what tone or voice they should correspond with, what could be said or asked about brands, and possible responses. They should not just open Facebook or Twitter accounts and scramble around trying to think of a response when a crisis happens. Social media is instantaneous. What opportunities do companies overlook? They overlook that the normal rules of IP protection do not work in social media. Take-down procedures or cease and desist can backfire. They overlook that social media is actually still the real world, but operating differently. How should they form their social media policy? One of the biggest decisions they have to make is how far the policy should cover. Employees use social media in their personal time. At which point would the policy start infringing on their rights? The policy must also protect third party IP rights. Employees cannot cause problems on competitors’ websites. The guidelines must be clear on what is and what is not acceptable, what is considered as personal use and what is expected of them during their private personal use. Any final comments? With so many emerging technologies, cloud computing, new uses of social media and new ways of people infringing rights, IP laws cannot keep up. Companies must think outside the box. It is not just a simple domain name takedown anymore. Social media is a live, active target. Companies must get creative in how they protect their brands and IP. Social media is a live, active target
  • 2. The Legal Network - marcus evans Summits group delivers peer-to-peer information strategic matters, trends and For more information please send an email to info@marcusevanscy.com or visit the event website below: on professional breakthrough IP Law Europe Summit 2013: www.iplawsummiteurope.com innovations. European Corporate Counsel Summit 2013: www.eccsummit.com Please note that the Summit is a Contact closed Sarin Kouyoumdjian-Gurunlian, Press Manager, marcus evans, Summits Division number business of event participants and the strictly limited. Tel: Email: + 357 22 849 313 press@marcusevanscy.com For more information please send an email to info@marcusevanscy.com All rights reserved. The above content may be republished or reproduced. Kindly inform us by sending an email to press@marcusevanscy.com About marcus evans Summits marcus evans Summits are high level business forums for the world’s leading decision-makers to meet, learn and discuss strategies and solutions. Held at exclusive locations around the world, these events provide attendees with a unique opportunity to individually tailor their schedules of keynote presentations, case studies, roundtables and one-to-one business meetings. For more information, please visit: www.marcusevans.com Upcoming Events Chief Litigation Officer Summit (North America) - www.chieflitigationofficersummit.com European Corporate Counsel Summit - www.eccsummit.com IP Law Summit (North America) - www.iplawsummit.com Litigation Asia Summit - http://litigationccasia.marcusevans-summits.com To view the web version of this interview, please click here: www.legal-series.com/JoAnnaEmery

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