Privacy & Social Media Marketing Bright Talk081009


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Susan Lyon present this as "Tweetspam, Spiders & Other Privacy Issues" as part of an August 13, 2009, Webcast sponsored by BrightTALK.
Social media in the new Web 2.0 world has proven to be an effective new marketing tool but one that also creates some interesting privacy challenges. This presentation gives practical tips on how to avoid privacy pitfalls as you create social communities for your customers and deliver marketing messages and apps into existing social networks like Facebook, Linked In and Twitter.
Of Counsel Susan Lyon has a wealth of experience advising clients on emerging social media issues. A member of Perkins Coie\'s Privacy & Security practice, she has counseled companies from small startups to major name brand retailers, social networking sites, mobile service providers, network advertisers, and a wide variety of tech companies.

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Privacy & Social Media Marketing Bright Talk081009

  1. 1. Tweetspam, Spiders & Other Privacy Issues In Social Media Marketing Susan L. Lyon Of Counsel Summer 2009
  2. 2. <ul><li>Building Privacy, </li></ul><ul><li>Building Community </li></ul>
  3. 3. Building Privacy, Building Community: 1. Think Reputation
  4. 7. Building Privacy, Building Community: 2. Create a Safe, Secure World
  5. 8. Member Security & Safety <ul><li>https:// </li></ul><ul><li>Registration, sign in and edit points </li></ul><ul><li>Passwords </li></ul><ul><li>Sensitive information </li></ul>
  6. 9. Spiders & Harvesters <ul><li>Ban automated collection </li></ul><ul><li>Avoid email address display </li></ul><ul><li>Consider email address as image </li></ul>
  7. 10. Other Terms <ul><li>Prohibit spamming </li></ul><ul><li>Ban malware </li></ul><ul><li>Ban password solicitation </li></ul><ul><li>Warn of privacy risks </li></ul>
  8. 11. Building Privacy, Building Community: 3. Stick to the Principles
  9. 12. Privacy Principles <ul><li>FTC </li></ul><ul><ul><li>Fair Information Practice Principles: Section 5 Fairness </li></ul></ul><ul><li>EU Data Directive </li></ul><ul><ul><li>Article 29 WP Opinion 5/2009 on Online Social Networking </li></ul></ul>
  10. 13. Notice <ul><li>What do you collect? </li></ul><ul><li>What will be shared with others? </li></ul><ul><li>What will be displayed publicly? </li></ul>
  11. 14. CHOICE <ul><li>Allow information to be edited/removed </li></ul><ul><li>Allow control of sharing/connecting </li></ul><ul><li>EU: Default Private </li></ul>
  12. 15. COPPA – Children's Online Privacy Protection Act <ul><li>Age/Birth Date </li></ul><ul><ul><li>Triggers Knowledge </li></ul></ul><ul><ul><li>Increases Data Breach Notice Risk </li></ul></ul><ul><li>Recommendation </li></ul><ul><ul><li>Don't Ask, or </li></ul></ul><ul><ul><li>Ask only Month/Day, or </li></ul></ul><ul><ul><li>Ask but Block > 13 </li></ul></ul>
  13. 16. Forward to Friend <ul><li>CAN-SPAM </li></ul><ul><ul><li>Avoid deceptive From lines/subject lines </li></ul></ul><ul><ul><li>Avoid incentives </li></ul></ul><ul><ul><li>Consider avoiding commercial content </li></ul></ul><ul><li>EU: </li></ul><ul><ul><li>Any invitation is commercial </li></ul></ul><ul><ul><li>Show content </li></ul></ul><ul><ul><li>Do not collect email addresses </li></ul></ul>
  14. 17. Contact Invites <ul><li>Terms of Use </li></ul><ul><li>FTC -- Invitation emails to friends in contact lists </li></ul><ul><li>EU – </li></ul><ul><ul><li>Ban on SNS use of non-member data </li></ul></ul><ul><ul><li>SNS may not invite non-members </li></ul></ul>
  15. 18. Reporting & Info Requests <ul><li>Electronic Communications Privacy Act (ECPA) </li></ul><ul><ul><li>Restricts surveillance </li></ul></ul><ul><ul><li>Government; </li></ul></ul><ul><ul><li>Remote Computing Services; </li></ul></ul><ul><ul><li>Electronic Communication Services </li></ul></ul>
  16. 19. <ul><li>Privacy and Direct Marketing </li></ul>
  17. 20. Terms of Use <ul><li>Know limitations on email address use & harvesting. </li></ul><ul><li>Know what data may & may not be used, stored, shared. </li></ul><ul><li>Post & follow your privacy policy. </li></ul>
  18. 21. No Masks <ul><li>Reveal Your Corporate Identity </li></ul><ul><li>Avoid Deceptiveness Claims </li></ul>
  19. 22. Publicly Available ≠ No Privacy Use of User Generated Content
  20. 23. Are Wall Posts & Tweets Spam? <ul><li>MySpace v. Sanford Wallace </li></ul><ul><li>Facebook v. Sanford Wallace </li></ul>
  21. 24. Marketing in Maine <ul><li>Covers Minors <18 </li></ul><ul><li>Knowledge not required? </li></ul><ul><li>Collect or Receive for Marketing Purpose </li></ul><ul><li>Sell, Transfer </li></ul>
  22. 25. Apps <ul><li>Terms of Use </li></ul><ul><li>State Anti-Spyware laws </li></ul><ul><ul><li>Track or collect personal information, </li></ul></ul><ul><ul><li>Change device settings, </li></ul></ul><ul><ul><li>Pop-up ads. </li></ul></ul><ul><li>Computer Fraud and Abuse Act (CFAA) </li></ul><ul><ul><li>Unauthorized access </li></ul></ul><ul><ul><li>Causing damage </li></ul></ul>
  23. 26. <ul><li>Questions? </li></ul><ul><li>Susan L. Lyon, [email_address] </li></ul><ul><li>RSS our blog: </li></ul><ul><li>Follow on Twitter: @susanlyon @PCPriv </li></ul><ul><li>Fan on Facebook: Perkins Coie Privacy & Security </li></ul>