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Marketing+Sales+Communication +Legal   = Social Strategy ©  2012 Foley Hoag LLP. All Rights Reserved.
Attorney advertising.   Prior results do not guarantee a similar outcome.  Any correspondence with this presenter does not...
Source: Fred Cavazza.net MARKETING COMMUNICATIONS SOCIAL MEDIA BUSINESS DEVELOPMENT SOCIAL MEDIA Awareness Interest Desire...
<ul><li>For the majority of us, social media is just nothing more than a faster way to screw up in front of a larger numbe...
Today’s Reality <ul><li>Almost every company is focused on leveraging social media to sell </li></ul><ul><li>Social media ...
Platform Differences <ul><li>Existing laws apply equally to online and offline conduct – platform does not matter </li></u...
Who Handles Social Media? <ul><li>Internal Management </li></ul><ul><ul><li>Law firms love to assign it to the junior, jus...
This is not  Rocket  Science
Everyday News = Social Gaffes
 
 
 
Respondeat Superior Applies to Social! <ul><li>If comments are made from a company’s Facebook or Twitter feed,  be wary </...
Defamation <ul><li>Slander and libel are false or malicious claims that may harm someone's reputation </li></ul><ul><ul><l...
What Happens in Vegas… <ul><li>Can legally live forever on the internet in some cases </li></ul><ul><li>Note and understan...
External Social Media Policy <ul><li>Generally no liability for statements made by “Commenters” </li></ul><ul><ul><li>Howe...
Transparency is Key <ul><li>False Advertising and FTC Blogger Rules </li></ul><ul><ul><li>Blogger must disclose any benefi...
<ul><li>EU Consumer Data Issues </li></ul><ul><li>COPPA – Children’s Online Privacy Protection Act </li></ul>Do you need a...
Intellectual Property Infringement <ul><li>Use copyrighted works only with a proper license </li></ul><ul><ul><li>Willful ...
Content Ownership <ul><li>All employees and service providers should assign intellectual property rights to the Company by...
Finally <ul><li>If your social media policy, internal and external was not developed in connection with your legal departm...
©  2012 Foley Hoag LLP. All Rights Reserved . Jasmine Trillos-Decarie Director of Marketing & Business Development Foley H...
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Jasmine vegas conf final

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Jasmine vegas conf final

  1. 1. Marketing+Sales+Communication +Legal = Social Strategy © 2012 Foley Hoag LLP. All Rights Reserved.
  2. 2. Attorney advertising.   Prior results do not guarantee a similar outcome. Any correspondence with this presenter does not constitute a attorney/client relationship. Copyright © 2012 Foley Hoag LLP. All rights reserved. We ’re serious.
  3. 3. Source: Fred Cavazza.net MARKETING COMMUNICATIONS SOCIAL MEDIA BUSINESS DEVELOPMENT SOCIAL MEDIA Awareness Interest Desire Hire
  4. 4. <ul><li>For the majority of us, social media is just nothing more than a faster way to screw up in front of a larger number of people in a shorter amount of time. </li></ul><ul><li>- Peter Shankman </li></ul><ul><li>@ petershankman </li></ul>“ ”
  5. 5. Today’s Reality <ul><li>Almost every company is focused on leveraging social media to sell </li></ul><ul><li>Social media can build your brand but it can also destroy it </li></ul><ul><li>Just because you see people engaged in certain conduct online or in social media does not mean it is legal </li></ul>
  6. 6. Platform Differences <ul><li>Existing laws apply equally to online and offline conduct – platform does not matter </li></ul><ul><ul><li>If you defame someone online, you can be liable in the same manner as if you defamed them in traditional media </li></ul></ul><ul><ul><li>Ditto for intellectual property infringement and misappropriation </li></ul></ul>
  7. 7. Who Handles Social Media? <ul><li>Internal Management </li></ul><ul><ul><li>Law firms love to assign it to the junior, just out of college marketing team member “He/she is young they know all about ‘The Facebook’” </li></ul></ul><ul><ul><li>What they do not know about law, business savvy, company culture and overall strategy could kill your brand </li></ul></ul><ul><li>External Management – PR Firm model </li></ul><ul><ul><li>Have more time and they have more knowledge of social strategy than you may have internally </li></ul></ul><ul><ul><li>If you do not have a strong contract in place that covers everything, you could have a problem. Plus, how do they really know the company culture and day to day strategy nuances </li></ul></ul>
  8. 8. This is not Rocket Science
  9. 9. Everyday News = Social Gaffes
  10. 13. Respondeat Superior Applies to Social! <ul><li>If comments are made from a company’s Facebook or Twitter feed, be wary </li></ul><ul><li>Respondeat Superior </li></ul><ul><li>Latin: “ Let the master answer ” </li></ul><ul><li>A legal doctrine which states that, in many circumstances, an employer is responsible for the actions of employees performed within the course of their employment. </li></ul>
  11. 14. Defamation <ul><li>Slander and libel are false or malicious claims that may harm someone's reputation </li></ul><ul><ul><li>Libel: a false, malicious statement published in mainstream media </li></ul></ul><ul><ul><li>Slander: a false, malicious spoken statement </li></ul></ul>
  12. 15. What Happens in Vegas… <ul><li>Can legally live forever on the internet in some cases </li></ul><ul><li>Note and understand differences in ownership rights and license grants under LinkedIn, Facebook and Twitter </li></ul><ul><ul><li>LinkedIn: Users grant BROAD irrevocable license to copy, derivative works of, publish, commercialize, etc. in any way now known or in the future discovered... without any further consent, notice and/or compensation to you or to any third parties” with respect to all submitted content. </li></ul></ul><ul><ul><li>Twitter: Users free to take down content; no grant to Twitter. </li></ul></ul><ul><ul><li>Facebook: “For content that is covered by intellectual property rights, like photos and videos (IP content), you specifically give us the following permission, subject to your privacy and application settings: you grant us a non-exclusive, transferable, sub-licensable, royalty-free, worldwide license to use any IP content that you post on or in connection with Facebook (IP License). This IP License ends when you delete your IP content or your account unless your content has been shared with others, and they have not deleted it.” </li></ul></ul>
  13. 16. External Social Media Policy <ul><li>Generally no liability for statements made by “Commenters” </li></ul><ul><ul><li>However from a brand perspective you may want to remove posts </li></ul></ul><ul><li>Digital Millennium Copyright Act </li></ul><ul><ul><li>Take-down policy should be explicit and followed faithfully </li></ul></ul><ul><ul><li>Register the DMCA Agent with the US Copyright Office </li></ul></ul>
  14. 17. Transparency is Key <ul><li>False Advertising and FTC Blogger Rules </li></ul><ul><ul><li>Blogger must disclose any benefits received in exchange for promotion </li></ul></ul><ul><ul><li>Blogger and advertiser can be liable </li></ul></ul><ul><li>Declare where you work </li></ul>
  15. 18. <ul><li>EU Consumer Data Issues </li></ul><ul><li>COPPA – Children’s Online Privacy Protection Act </li></ul>Do you need an Age Gate?
  16. 19. Intellectual Property Infringement <ul><li>Use copyrighted works only with a proper license </li></ul><ul><ul><li>Willful Infringement: triple damages and attorneys ’ fees </li></ul></ul><ul><ul><li>Generally no liability for re-tweeting a copyrighted image </li></ul></ul><ul><ul><li>You don’t need to register your © works with the US Copyright Office in order to enjoy copyright protection </li></ul></ul><ul><li>Creative Commons ( www.creativecommons.org ) </li></ul><ul><ul><li>Images and Works are still subject to license terms </li></ul></ul><ul><li>Right of Publicity: Even if you have a license to display an image, you may also need consent from the subject of the image </li></ul><ul><li>Unauthorized Use of Trademarks: References to company name versus use of TM or logo </li></ul>
  17. 20. Content Ownership <ul><li>All employees and service providers should assign intellectual property rights to the Company by contract </li></ul><ul><li>You don’t need to register your © works with the US Copyright Office in order to enjoy copyright protection </li></ul>
  18. 21. Finally <ul><li>If your social media policy, internal and external was not developed in connection with your legal department, go back and change that </li></ul><ul><li>If HR was not involved in drafting the policy they should be </li></ul><ul><ul><li>Educate on how HR can enforce social media policy </li></ul></ul><ul><ul><li>Learn how and when social media can be used for recruiting research </li></ul></ul><ul><li>All contracts with any and all social media companies, consultant’s, moonlighters, tweet generators etc. need to be reviewed by legal </li></ul><ul><ul><li>Company owns and secures all accounts </li></ul></ul><ul><ul><li>Company owns all content </li></ul></ul><ul><ul><li>Ensure you rapidly lock out personnel who are fired or leave regardless of circumstances </li></ul></ul>
  19. 22. © 2012 Foley Hoag LLP. All Rights Reserved . Jasmine Trillos-Decarie Director of Marketing & Business Development Foley Hoag LLP @JasmineDecarie [email_address] Thank you!

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