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Protecting Your Brand Strategies for Handling Social Media Abuse

Protecting Your Brand Strategies for Handling Social Media Abuse. Presented By: Miguel Alexander Pozo. Will You Know What to Do?. Protecting Your Brand Strategies for Handling Social Media Abuse. Presented By: Miguel Alexander Pozo. Social Media and Your Bottom Line. Today ’ s topics:

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Protecting Your Brand Strategies for Handling Social Media Abuse

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  1. Protecting Your BrandStrategies for Handling Social Media Abuse Presented By: Miguel Alexander Pozo

  2. Will You Know What to Do?

  3. Protecting Your BrandStrategies for Handling Social Media Abuse Presented By: Miguel Alexander Pozo

  4. Social Media and Your Bottom Line. • Today’s topics: • What is social media?; • Who is using social media?; • How can social media abuse hurt your company or brand?; and • What you can do about social media abuse?

  5. Social Network. Organizations Individuals Groups Using social networking as a form of social media marketing is the “new fad." Social networking refers to a multi-media social structure which facilitates communication between individuals, groups, and organizations.

  6. Social Media Has Its Own Language! • Blogging • Tweeting • Flickring • Texting • Blogosphere • RSS-enabled sites • Social networking • Wikis • Widgets

  7. Common Types of Social Media. • Blogs (LiveJournal, Above the Law, etc.) • Location-based social networks (e.g., Foursquare, etc.) • Video (e.g., Flickr, YouTube, etc.) • Social networking (LinkedIn, MySpace, Facebook, etc.) • Microblogging (e.g., Twitter, etc.)

  8. Most Popular Types of Social Media.

  9. Why Do Businesses Use Social Media? • Boost Sales. • Hire Employees. • Foster Employee Relations. • Communicate With Customers. • Promote Their Brand or Specific Products.

  10. How Do Businesses Use Social Media? • Absolut Vodka – uses an online video ABSOLUTworld as well as a page on Facebook entitled Top Bartender • American Express – has a blog entitled OPEN Forum • CNN – utilizes Microblogging on Twitter: Political Ticker • Coca-Cola – has a Facebook social networks (Sprite Sips and CokeTag) as well as blogs: Coca-Cola Conversations.

  11. Examples: Companies Using Facebook? Social media is a game changer

  12. How Social Media Abuse Affects Your Bottom Line. • 4 primary social media threats to your company’s brand. • Your Employees. • Your Competitors. • Your Own Customers and Consumers. • Gray Marketers, Counterfeiters, etc.

  13. Productivity Issues! Hooked on Facebook.

  14. Threat: Your Own Employees. • Threat: Your Own Employees. • Employees wasting time/productivity issues. • Company may be liable even if company did not know employee was posting messages. • Solution: Train Employees. • Create a Social Media Policy. • Remind your employees that they are brand ambassadors.

  15. Threat: Your Subsidiaries, Divisions or Competitors. • Threat: Your Subsidiaries, Divisions, or Competitors. • Brand Diversion. • Brand Misuse. • Brand Theft. • Solution: Be Proactive. • Act quickly when you discover abuses. • Send a cease and desist letter. • Contact your outside counsel.

  16. Brand Loyalty More Important Than Ever.

  17. Threat: Your Own Customers and Consumers. • Threat: Your Own Customer and Consumers. • On social media, bad news spreads quickly. • Customers are tweeting and complaining about bad experiences with your brand or your company. • Solution: Engage Customers. • Build customer trust and brand loyalty by quickly responding to problems or reported social media abuses.

  18. Threat: Gray Marketers, Counterfeiters, etc. • Threat: Gray Marketers and Counterfeiters, etc. • (i) damage consumer confidence; (ii) hurt the brand owner’s bottom line; (iii) affect customer loyalty; and (iv) create potential for product liability issues and litigation. • Solution: Active Monitoring. • Use Google Alert or other no-cost options. Hire a brand protection professional for a more comprehensive strategy.

  19. 7 Key Steps to Protect Your Brand. • Understand Social Media Platforms. • Assume Social Media Will Impact You. • Identify Key Risk Areas. • Actively Protect Your Brand. • Create a Social Media Policy. • Monitor and Always be Aware. • Embrace the Negative When Necessary.

  20. Ways to Monitor Your Brand. Select List of Popular Monitoring Tools • Google Alerts – A service that sends you an e-mail alert whenever the subject or search query you enter is mentioned in Google News, a Search Engine, in a Video, or on in Blog. • Twitter (search function) – Search tool that that shows you what has been tweeted that matches your search query.

  21. Brand Protection Services. • Select list of popular vendors that provide online brand protection services: • MarkMonitor: www.markmonitor.com • Covectra: www.covectra.com • Payne Security: www.payne-security.com • VerifyBrand: www.verifybrand.com

  22. Craft a Social Media Policy for Your Company. • 7 Elements of the Effective Social Media Policy: • Communicate Trust and Goals. • Provide Helpful Reminders and Suggestions. • Establish Rules for Moderating Public Discussion. • Clearly Articulate Compliance Requirements. • Limit to Business-Related Uses. • Develop a Transition Plan.

  23. What’s Next?:Emerging Trends. • Increased IT Budgets • Heightened Privacy Concerns • Convergence

  24. Social Media is Playing a Role in Litigation. • Social Media affects our lives and our companies, but it is also affecting how lawyers litigate. • Social Media as Evidence. • Social Media as a Source of Discovery Disputes.

  25. Recent Cases. Example of Select Recent Caselaw: • A New York Court ordered plaintiff to authorize Facebook to release plaintiff’s entire Facebook page even though she had used the strictest privacy settings for her account. Romano v. Steelcase Inc., 2010 WL 3703242 (N.Y. Sup. Ct. Sept. 21, 2010); seealsoBass v. Miss Proter’s School, 2009 WL 3724968 (D. Conn. Oct. 27, 2009) (ordering production of plaintiff’s entire Facebook profile).

  26. Recent Casescont. • Practice Pointer: Any information that appears on a social media site about your brand and/or your company is fair game and may potentially be used against your company in a legal proceeding. • All employees must recognize that what they post on social media sites can adversely affect the company’s legal position, business relations, and/or public image.

  27. Reporting Social Media Abuse: Useful Sites. Report Violations of Your Intellectual Property Rights: • National IPR Center: email: IPRCenter@dhs.gov • Federal Bureau of Investigation: www.fbi.gov/ipr Report Social Media Abuses: • LinkedIn: email: abuse@linkedin.com • Twitter: www.twitter.com/reportabuse • Facebook: www.facebook.com/help/?topic=reportabuse

  28. Reading Guide and Additional Useful Information. • Books on Social Media: • Groundswell: Winning in a World Transformed by Social Technologies by Charlene Li and Josh Bernoff • The Facebook Effect: The Inside Story of the Company That Is Connecting the World by David Kirkpatrick • The Digital Handshake: Seven Proven Strategies to Grow Your Business Using Social Media by Paul Chaney • Online Magazines on Social Media: • Social Media Magazine: www.socialmediamag.info • Social Media Examiner: www.insidethewebb.com

  29. The Social Media Phenomenon. The End

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