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Social Media, Blogging & the Law - An Inbound Marketer's Guide

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Blogs are an indisputably valuable inbound marketing tool. However, while posting content for search engines and customers will generate additional sales, it can also increase the risk that you’ll be exposed to copyright trolls, defamation lawsuits and public relations gaffes. This webinar will provide an overview of the key legal issues that marketing professionals should consider when utilizing blogs as part of an inbound marketing campaign.

Reviewed in the Webinar:

Who is Using Social Media and Why
How are Lawyers Using Social Media
Business and Corporate Blogging
Intellectual Property Issues (Copyright, Trademark)
DMCA Takedown Notices
Criminal Law
Defamation (Truth as Defense, Public v. Private Figures)
Privacy (Publication of Private Information, “Newsworthy”)
Net Neutrality
Business Entity Formation Tips for Professional Bloggers

This webinar has been brought to you in partnership by Columbia Financial International, Inc., who has been providing legal solutions for over 105 years, Kenan Farrell of KLF Legal, an Intellectual Property and Entertainment law practice, and Kuno Creative Group, LLC., a leading Social Media and Inbound Marketing Agency.

http://www.kunocreative.com

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Social Media, Blogging & the Law - An Inbound Marketer's Guide

  1. 1. Avoiding the Legal Pitfalls of Using Blogs for Inbound Marketing Kenan Farrell, CEO KLF Legal @KLFLegal LinkedIn.com/in/kenanfarrell Presented By: In Partnership with: Columbia Financial International, Inc.
  2. 2. Agenda • About Kuno Creative Chad H. Pollitt Director of Social Media & Search Marketing Kuno Creative @CPollittIU LinkedIn.com/in/seofortwayne Twitter: #KunoLaw
  3. 3. Agenda • About Kuno Creative • Introduction – Kenan Farrell Chad H. Pollitt Director of Social Media & Search Marketing Kuno Creative @CPollittIU LinkedIn.com/in/seofortwayne Twitter: #KunoLaw
  4. 4. Agenda • About Kuno Creative • Introduction – Kenan Farrell • Avoiding the Legal Pitfalls of Using Blogs for Inbound Marketing Chad H. Pollitt Director of Social Media & Search Marketing Kuno Creative @CPollittIU LinkedIn.com/in/seofortwayne Twitter: #KunoLaw
  5. 5. Agenda • About Kuno Creative • Introduction – Kenan Farrell • Avoiding the Legal Pitfalls of Using Blogs for Inbound Marketing • How Lawyers are Using Social Media Chad H. Pollitt Director of Social Media & Search Marketing Kuno Creative @CPollittIU LinkedIn.com/in/seofortwayne Twitter: #KunoLaw
  6. 6. Agenda • About Kuno Creative • Introduction – Kenan Farrell • Avoiding the Legal Pitfalls of Using Blogs for Inbound Marketing • How Lawyers are Using Social Media • The New Legal Networking Guide Chad H. Pollitt Director of Social Media & Search Marketing Kuno Creative @CPollittIU LinkedIn.com/in/seofortwayne Twitter: #KunoLaw
  7. 7. Agenda • About Kuno Creative • Introduction – Kenan Farrell • Avoiding the Legal Pitfalls of Using Blogs for Inbound Marketing • How Lawyers are Using Social Media • The New Legal Networking Guide • Questions & Answers Chad H. Pollitt Director of Social Media & Search Marketing Kuno Creative @CPollittIU LinkedIn.com/in/seofortwayne Twitter: #KunoLaw
  8. 8. About Kuno Creative Kuno Creative helps small to medium sized businesses find and capture leads through Inbound Marketing. Twitter: #KunoLaw
  9. 9. About Kuno Creative Inbound Marketing Services • Creating Great Content • SEO • Social Media • Monitoring • Engagement • Marketing • PPC, SEM • Email Marketing • Lead Nurturing • HubSpot Certified Partner Twitter: #KunoLaw
  10. 10. Twitter: #KunoLaw Introduction Kenan Farrell CEO KLF Legal @KLFLegal LinkedIn.com/in/kenanfarrell Kenan Farrell, Attorney •CEO, KLF Legal, Indianapolis, IN – Intellectual Property, Entertainment – www.KLFLegal.com
  11. 11. Introduction Kenan Farrell, Attorney •CEO, KLF Legal, Indianapolis, IN – Intellectual Property, Entertainment – www.KLFLegal.com Chairman of the Indianapolis Bar Association’s Sports and Entertainment Committee Twitter: #KunoLaw Kenan Farrell CEO KLF Legal @KLFLegal LinkedIn.com/in/kenanfarrell
  12. 12. Introduction Kenan Farrell, Attorney •CEO, KLF Legal, Indianapolis, IN – Intellectual Property, Entertainment – www.KLFLegal.com Chairman of the Indianapolis Bar Association’s Sports and Entertainment Committee Past Chair of the Solo and Small Firm Committee Twitter: #KunoLaw Kenan Farrell CEO KLF Legal @KLFLegal LinkedIn.com/in/kenanfarrell
  13. 13. Twitter: #KunoLaw(c) Kenan L. Farrell 2010
  14. 14. (c) Kenan L. Farrell 2010 Today’s AGENDA • Intellectual Property (Copyright, Trademark) • Corporate Blogging • Criminal Law • Defamation (Truth as Defense, Public v. Private Figures) • Privacy (Publication of Private Information, “Newsworthy”) • Net Neutrality • Wikileaks • Business Entity Formation for Professional Bloggers Twitter: #KunoLaw
  15. 15. (c) Kenan L. Farrell 2010 Dear KLF Legal, • What obligation do I have to give attribution to an original source? • To what extent can I use the content of a news story? • Do I have any obligation to not delete comments from my wall/comment board? Twitter: #KunoLaw
  16. 16. (c) Kenan L. Farrell 2010 Laws vary state-by-state. You publish to all states. You may be subject to 50 different laws. Twitter: #KunoLaw
  17. 17. (c) Kenan L. Farrell 2010 Social Media Policy http://socialmediagovernance.com/policies.php Twitter: #KunoLaw
  18. 18. (c) Kenan L. Farrell 2010 Corporate Blogging • Disclosure of non-public information through the use of blogs can expose a company to liability for violating securities regulations on selective disclosure.  • Information NOT allowed in blog postings: – buying and selling stock – product launches – regulatory proceedings or investigations – results of product trials • If a disclosure does occur, the company needs to immediately evaluate the extent of the disclosure and determine if some form of follow up is required.  Twitter: #KunoLaw
  19. 19. Comment Policy Post a comment policy to inform readers: 1.what you will allow on your blog 2.what you will not allow, and 3.what they are allowed to do. (c) Kenan L. Farrell 2010 Twitter: #KunoLaw
  20. 20. (c) Kenan L. Farrell 2010 Comments You have a First Amendment right to publish your blog in the way that you want, which includes the right to choose who may participate in discussions on your blog.  You’re able to delete comments that are offensive or off-topic.  Respect the voice of others. Twitter: #KunoLaw
  21. 21. (c) Kenan L. Farrell 2010 Copyright 101  Copyright are exclusive rights granted to the creator of an original work  Bundle of Rights 1) reproduction of the work 2) preparation of derivative works 3) distribution of copies of the work 4) public performances of the work 5) public display of the work. Twitter: #KunoLaw
  22. 22. (c) Kenan L. Farrell 2010 Internet – no barriers to copying Twitter: #KunoLaw
  23. 23. (c) Kenan L. Farrell 2010 The Internet Is Built on Copying Twitter: #KunoLaw
  24. 24. (c) Kenan L. Farrell 2010 It’s Technically Infringement, but it may be a “Fair Use” Fair Use factors: • the purpose and character of the use, including whether such use is of a commercial nature or is for nonprofit educational purposes; • the nature of the copyrighted work; • the amount and substantiality of the portion used in relation to the copyrighted work as a whole; and • the effect of the use upon the potential market for or value of the copyrighted work. Twitter: #KunoLaw
  25. 25. (c) Kenan L. Farrell 2010 The law favors “transformative” use. “transformative” - the original use, purpose, or intent of the material has been changed significantly into something substantially different in both appearance and objective Twitter: #KunoLaw
  26. 26. All images and text in the presentation are used for purposes such as: •criticism •comment •news reporting •teaching •scholarship •research Fair Use Twitter: #KunoLaw(c) Kenan L. Farrell 2010
  27. 27. (c) Kenan L. Farrell 2010 How to avoid copyright infringement CREATE 100% ORIGINAL CONTENT USE CONTENT LICENSED FOR REUSE* GIVE CREDIT WHERE CREDIT IS DUE! Twitter: #KunoLaw
  28. 28. (c) Kenan L. Farrell 2010 Twitter: #KunoLaw
  29. 29. (c) Kenan L. Farrell 2010 Copyright Troll Twitter: #KunoLaw
  30. 30. (c) Kenan L. Farrell 2010 • Last week Righthaven filed its 167th copyright infringement suit in federal court • Righthaven seeks $150,000 in damages and forfeiture of the defendants' website domain name • Cases generally settling for less than $5,000 Twitter: #KunoLaw
  31. 31. DMCA Takedowns Google Wins Viacom Copyright Lawsuit – 6/23/10 • YouTube’s “mere knowledge” of infringing activity “is not enough.” • YouTube had no way of knowing whether a video was licensed by the owner, was a “fair use” of the material “or even whether its copyright owner or licensee objects to its posting. • DMCA Sec. 512 - limiting the liability of online services from copyright infringement of their users (c) Kenan L. Farrell 2010 Twitter: #KunoLaw
  32. 32. DMCA Takedown Notice (c) Kenan L. Farrell 2010 Twitter: #KunoLaw
  33. 33. (c) Kenan L. Farrell 2010 S. 3804: Combating Online Infringement and Counterfeits Act (COICA) Twitter: #KunoLaw
  34. 34. (c) Kenan L. Farrell 2010 Twitter: #KunoLaw
  35. 35. (c) Kenan L. Farrell 2010 Trademark 101 • A trademark is a 1) distinctive sign or indicator 2) used to identify products or services as originating from a unique source, and 3) to distinguish its products or services from those of other entities. Reduces consumer confusion Reduces unfair competition Twitter: #KunoLaw
  36. 36. (c) Kenan L. Farrell 2010 Pepsi®, McDonalds®, Apple® or Trademark 101 Twitter: #KunoLaw
  37. 37. Trademark Checklist Get your domain name(s), Facebook username, Twitter account, etc. At bare minimum, do a Google search for similar marks When budget permits, seek federal registration Always use a proper trademark notice (™ for common law rights, ® if you’ve obtained registration) (c) Kenan L. Farrell 2010 Twitter: #KunoLaw
  38. 38. (c) Kenan L. Farrell 2010 Nominative Fair Use You are permitted to use somebody else’s trademark if using the trademark is necessary to identify the products, services, or company you’re talking about, and you don’t use the mark to suggest the company endorses you.  "shopping for books at Walmart” "playing a Playstation game” "wearing Oakley sunglasses." Twitter: #KunoLaw
  39. 39. (c) Kenan L. Farrell 2010 Criminal Law Twitter: #KunoLaw
  40. 40. (c) Kenan L. Farrell 2010 Twitter: #KunoLaw
  41. 41. (c) Kenan L. Farrell 2010 Twitter: #KunoLaw
  42. 42. (c) Kenan L. Farrell 2010 Twitter: #KunoLaw
  43. 43. (c) Kenan L. Farrell 2010 Twitter: #KunoLaw
  44. 44. (c) Kenan L. Farrell 2010 tinyurl.com/reallydumbfacebookposts Twitter: #KunoLaw
  45. 45. (c) Kenan L. Farrell 2010 DEFAMATION • Defamation is the issuance of a false statement about another person, which causes that person to suffer harm. • Slander involves spoken defamatory statements. • Libel involves defamatory statements in a printed or fixed medium, such as a newspaper, book or blog. Twitter: #KunoLaw
  46. 46. (c) Kenan L. Farrell 2010 DEFAMATION Twitter: #KunoLaw • Anyone who repeats someone else’s statements is just as responsible for the defamatory content as the original speaker if they knew, or had reason to know, of the defamation.  • Section 230 of Communications Decency Act provides strong protection.
  47. 47. (c) Kenan L. Farrell 2010 • Private individual only has to prove you acted negligently, which is to say that a “reasonable person” would not have published the defamatory statement.  • A public figure must show “actual malice” – that you published with either knowledge of falsity or in reckless disregard for the truth. – A “public figure” is someone who has actively sought, in a given matter of public interest, to influence the resolution of the matter.  DEFAMATION Twitter: #KunoLaw
  48. 48. No provider or user of an interactive computer service shall be treated as the publisher or speaker of any information provided by another information content provider. Communications Decency Act Sec. 230 (c) Kenan L. Farrell 2010 Twitter: #KunoLaw
  49. 49. User Comments If the bubble touches me, you’re going to be arrested for assault (c) Kenan L. Farrell 2010 Twitter: #KunoLaw
  50. 50. French Court Convicts Google of Defamation After Linking Convicted Rapist With Rape – Sept. 27, 2010 (c) Kenan L. Farrell 2010 Twitter: #KunoLaw
  51. 51. (c) Kenan L. Farrell 2010 PRIVACY Publication of private information (Indiana): • A public disclosure of private information concerning the plaintiff that would be highly offensive and objectionable to a reasonable person of ordinary sensibilities; • to persons who have no legitimate interest in the information; • in a manner that is coercive and oppressive. Twitter: #KunoLaw
  52. 52. (c) Kenan L. Farrell 2010 “Newsworthy” Private information is newsworthy if some reasonable members of the community could entertain a legitimate interest in it. Public has a legitimate interest in almost all recent events, even if it involves private information about participants, as well as a legitimate interest in the private lives of prominent or notorious figures (such as actors, actresses, professional athletes, public officers, noted inventors, or war heroes). Twitter: #KunoLaw
  53. 53. “Newsworthy” • Newsworthiness is not limited to reports of current events, but extends to articles for the purposes of education, amusement, or enlightenment. • However, a court may look at whether the private information is pertinent to an otherwise newsworthy story. (c) Kenan L. Farrell 2010 Twitter: #KunoLaw
  54. 54. (c) Kenan L. Farrell 2010 Wikileaks Twitter: #KunoLaw
  55. 55. Right of Publicity • Individual's right to control and profit from the commercial use of his/her name, likeness and persona • In many states, defendants often must pay attorney fees to the plaintiff if a claim is successful. (c) Kenan L. Farrell 2010 Twitter: #KunoLaw
  56. 56. (c) Kenan L. Farrell 2010 Net Neutrality Really really really F’d. The First Amendment issue of our time. Neutrality - No restrictions by ISPs and governments on content, sites, platforms, on the kinds of equipment that may be attached, and no restrictions on the modes of communication allowed Twitter: #KunoLaw
  57. 57. (c) Kenan L. Farrell 2010 Professional Bloggers • How should you structure your business? • Two key features to consider in structuring your business are: 1) liability protection 2) desired tax treatment. • There are several ways to form a business including: sole proprietorship, partnerships, corporations, limited liability companies, and limited liability partnerships. Twitter: #KunoLaw
  58. 58. (c) Kenan L. Farrell 2010 Contact: /KLFLegal Facebook.com Twitter.com LinkedIn.com/in/kenanfarrell Twitter: #KunoLaw } www.KLFLegal.com Phone: 317.808.0000 Blog: klflegal.wordpress.com Blog: indianaintellectualproperty.wordpress.com Email: kfarrell@klflegal.com
  59. 59. #KunoLaw Attorneys & Law Firms Are using social media for… •Personal & Professional Networking •Blogging (Personal & Firm) •Litigation Research & Voir Dire •Communication with Clients •Marketing – Brand awareness – Lead generation
  60. 60. • Facts & Fiction • Social Media & the Law • New Media Marketing • Lead Generation • Personal / Firm Brand • Rules of Engagement • Real-World Examples • 6-month Plan From: Columbia Financial International and Kuno Creative Special Offer for Attorneys & Firms The New Legal Networking Guide E-book: How to Use Social Media to Get New Clients for Your Law Firm Twitter: #KunoLaw
  61. 61. Special offer: $50 off (reg. $249) http://NewLegalNetworking.com Discount Code: “KunoLaw” Special Offer for Attorneys & Firms The New Legal Networking Guide E-book: How to Use Social Media to Get New Clients for Your Law Firm From: Columbia Financial International and Kuno Creative Twitter: #KunoLaw
  62. 62. Questions & Answers Twitter: #KunoLaw Slides Posted at: SlideShare.net/KunoCreative

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