The Legal Implications of Social Media

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Presentation by Sara Meaney, co-owner of Comet Branding, a PR+Social Media agency, and Kelly Twigger, owner of ESI Attorneys on the legal implications of social media given at BizTech 2010 in Milwaukee, Wisconsin on April 30, 2010.

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The Legal Implications of Social Media

  1. 1. The Legal Implications of Social Media for Business <ul><li>Kelly Twigger | ESI Attorneys </li></ul><ul><li>Sara Meaney | Comet Branding + PR </li></ul>
  2. 2. PRESENTERS | Kelly Twigger owner and founder ESI Attorneys Former partner Quarles & Brady LLP Guest lecturer, Marquette University Law School Milwaukee Business Journal: Forty Under 40 Class of 2010 E-discovery expert Kentucky basketball fanatic Kentucky Derby -- Official Host First Computer: IBM AS2 First Blog Post: December 2007 First Tweet: August 2009
  3. 3. PRESENTERS | Sara Meaney partner | left brain | co-owner Comet Branding + PR Social media, PR and strategic marketing pro Co-founder of Social Media Club, Milwaukee Guest lecturer, Communications: UW-Whitewater, Marquette Milwaukee Business Journal: Forty Under 40 Class of 2010 Co-host of Comet Radio Blogger, Twitterer, Foursquare junkie Metrics geek Favorite karaoke song: Don’t Stop Believin’ First computer: Commodore 64 First Tweet: August 2008 Twitter followers: 5,183
  4. 4. <ul><li>Disclaimer, Assumptions and Assurances </li></ul><ul><li>The Business Case for Social Media </li></ul><ul><li>Legal Issues in Social Media </li></ul><ul><li>Kelly: Mitigation measures: training, education </li></ul><ul><li>Kelly: Document management </li></ul><ul><li>Thoughts on organizational policy </li></ul><ul><li>Questions </li></ul>SOCIAL MEDIA | OVERVIEW |
  5. 5. POP QUIZ | SOCIAL MEDIA | 1. What do you call a message sent out via Twitter? a. SMS b. Tweet c. Twit d. Perplexing
  6. 6. POP QUIZ | SOCIAL MEDIA | 1. What do you call a message sent out via Twitter? a. SMS b. Tweet c. Twit d. Perplexing DID YOU KNOW? 50 million tweets are sent per day
  7. 7. POP QUIZ | SOCIAL MEDIA | 2. Which group is the largest user demographic on Facebook? a. 0 - 17 b. 18 - 24 c. 25 - 34 d. 35 - 54 e. 55+
  8. 8. POP QUIZ | SOCIAL MEDIA | 2. Which group is the largest user demographic on Facebook? a. 0 - 17 b. 18 - 24 c. 25 - 34 d. 35 - 54 e. 55+
  9. 9. POP QUIZ | SOCIAL MEDIA | 3. How many searches does Google handle per day ? a. 15.3 million b. 32.7 million c. 807.4 million d. 1.3 billion e. 2.7 billion
  10. 10. POP QUIZ | SOCIAL MEDIA | 3. How many searches does Google handle per day ? a. 15.3 million b. 32.7 million c. 807.4 million d. 1.3 billion e. 2.7 billion source: comScore Does not include BING, Yahoo, or any other search engines WOW.
  11. 11. <ul><li>This is not another Social Media 101 lecture. </li></ul><ul><li>This contents of this presentation will not strengthen your argument against using social media for business. </li></ul><ul><li>We are unapologetic users and advocates for the strategic use of social media for business. </li></ul><ul><li>Tweeting live comments during this session may result in shared knowledge and business opportunities. Proceed with caution. </li></ul>SOCIAL MEDIA | DISCLAIMER |
  12. 12. <ul><li>You have used Google at least once in your lifetime. Or you know someone who has. </li></ul><ul><li>You’ve heard of Twitter, Facebook, LinkedIn and YouTube before. </li></ul><ul><li>You acknowledge that the aforementioned social media sites have some relevance to you and/or your business. </li></ul><ul><li>You want to know more about the uses of these sites and the implications/risks involved. </li></ul>SOCIAL MEDIA | ASSUMPTIONS |
  13. 13. <ul><li>You’ve come to the right session. </li></ul><ul><li>You can ask questions both during and after the presentation. </li></ul><ul><li>You are encouraged to use social media during the presentation; we will not be offended or distracted by it. </li></ul>SOCIAL MEDIA | ASSURANCES |
  14. 14. <ul><li>Audience attention span is short </li></ul><ul><li>Increasingly noisy online marketplace </li></ul><ul><li>Cross-functional applications </li></ul><ul><li>Measurable: cause-effect </li></ul><ul><li>ROI - if leveraged strategically </li></ul>SOCIAL MEDIA | BUSINESS CASE |
  15. 15. BUSINESS CASE | ATTENTION SPAN IS SHORT | *source: Nielsen Norman Group n= 45,000+ page views YIKES! *Online readers only read 20% of the words on the screen.
  16. 16. BUSINESS CASE | IT’S NOISY ONLINE | DID YOU KNOW? Social media contributes to your SEO and improves findability.
  17. 17. BUSINESS CASE | CROSS-FUNCTIONAL APPLICATIONS | Customer service via Twitter Direct sales through Twitter Crowd-sourced product innovation: IdeaStorm Entrepreneur community hub Market research Facebook for recruitment: 45,000+
  18. 18. BUSINESS CASE | MEASURABLE: CAUSE - EFFECT | B.S. Example: (Before Social Media) A.S. Example: (After Social Media)
  19. 19. BUSINESS CASE | DIRECT RETURN ON INVESTMENT | B2B client example: Significant increase in qualified client prospects More new business meetings
  20. 20. BUSINESS CASE | WORKING IT OUT | <ul><li>Marketing/Communications and Legal can sometimes be adversarial. </li></ul><ul><li>Gotta get past that for social media to be effective. </li></ul><ul><li>Knowing the facts will support collaboration. </li></ul>
  21. 21. WHAT YOU SHOULD KNOW | LEGAL ISSUES | <ul><li>Content ownership -- whose is it and what does delete mean? </li></ul><ul><li>Utilizing third party content (RT@, YouTube) </li></ul><ul><li>Employer liability for content </li></ul><ul><li>Using social media for hiring -- do’s and don’ts </li></ul><ul><li>Discoverability of ESI on social media </li></ul><ul><li>How to mitigate risks </li></ul>
  22. 22. LEGAL ISSUES | BASIC TENENTS | <ul><li>Very little case law yet on these issues; law still developing </li></ul><ul><li>ESI = Electronically Stored Information </li></ul><ul><li>Seek legal advice where risk is high </li></ul><ul><li>Same law applies to electronic communications as written ones </li></ul><ul><li>If you post it, you own it </li></ul>
  23. 23. LEGAL ISSUES | POSTING THIRD PARTY CONTENT | <ul><li>U.S. Copyright Act, 17 U.S.C. Section 101, et. seq. prohibits using any third party content, i.e. photos, videos or songs taken by or belonging to someone else; civil and criminal with treble damages and fees </li></ul><ul><li>Digital Millenium Copyright Act (sec. 512) -- protects site from liability </li></ul>
  24. 24. User/poster owns content LEGAL ISSUES | WHO OWNS POSTED CONTENT? | <ul><li>Text </li></ul>Deleted does not mean gone
  25. 25. LEGAL ISSUES | UTILIZING SOCIAL MEDIA FOR HIRING | <ul><li>Posting recruiting information </li></ul><ul><li>Reviewing social media sites for prospective hires </li></ul>
  26. 26. LEGAL ISSUES | DISCOVERY OF ESI ON SOCIAL MEDIA | <ul><li>Rules governing discovery of information in litigation expanded to allow for discovery of ESI </li></ul><ul><li>All ESI that is relevant or responsive in litigation is discoverable </li></ul><ul><li>Same level of analysis of written materials put out by companies needs to be made with social media; a tweet can and will be evidence </li></ul>
  27. 27. LEGAL ISSUES | DISCOVERY OF ESI ON SOCIAL MEDIA | Uncle Sam knows social media and he knows how to get it And now he owns it too!
  28. 28. LEGAL ISSUES | MITIGATING THE RISKS | <ul><li>Establish well thought out, readable policy for acceptable use of social media </li></ul><ul><li>Provide age appropriate training for users; consider video and written policy </li></ul>http://www.sun.com/communities/guidelines.jsp
  29. 29. LEGAL ISSUES | MITIGATING THE RISKS | <ul><li>Establish communication between legal and dept utilizing social media for legal review </li></ul><ul><li>Understand retention of ESI for sites you are using </li></ul><ul><li>Develop and execute on planned social media strategy; avoid surprises or rogue employees </li></ul>
  30. 30. LEGAL ISSUES | SOCIAL MEDIA GOLDEN RULES | When in doubt, don’t. You are personally responsible for material you post. Always identify yourself. Identify personal opinions as personal. Be consistent, ethical and respectful.
  31. 31. THANK YOU | QUESTIONS? | QUESTIONS?
  32. 32. THANK YOU | CONTACT US | [email_address] Twitter: @kellytwigger Phone: 414.375.2015 Web: esiattorneys.com [email_address] Twitter: @sarameaney Phone: 414.672.8777 Web: cometbranding.com slideshare.net

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