Risks Of Social Media For Business – FTI Consulting’s Natalie Carter and Celia Heffernan explore how companies can develop strategies and implement rules to prevent employees from risking your reputation on social media.
In recent months, companies have been criticized both for taking action against employees for their behavior on social media and, ironically, for failing to take action against employees for their personal behavior on social media.
Risks Of Social Media For Business
Social media is an incredible communication tool for businesses and individuals alike, but in highlighting these questions, it presents organizations with both internal and external risks that can affect brand reputation, compliance and productivity.
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There are countless examples of employees being bullies online and damaging not only their own reputation, but the reputation of the company they work for.
In all aspects of business, organizations need to anticipate risks and effectively mitigate or manage them. A social media risk mitigation strategy not only protects your business but also employees, because expectations of online behavior are clearly defined and understood. Without these policies and procedures in place, dealing with the aftermath of a viral scandal can become a minefield.
Social media gives everyone the opportunity to publish online. This has both positive and negative aspects, but in terms of employees and risks, it is worth considering that depending on the channel of their use (and regardless of privacy restrictions), companies should be able to publish content that can be seen by each employee. Global and potentially linked to trade.
It is safe to assume that the majority, in many cases almost 100%, of an organization’s employees will use social media in some form. By proactively managing an organization’s expectations and restrictions on engaging in social media, the associated risks can be mitigated.
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A social media governance program, combined with a social media strategy, provides clear guidance for reducing the risks associated with the regular use of social media by employees, both personally and in a professional capacity representing the company. Without these policies and procedures in place, it is difficult for a company to navigate escalation procedures should a problem arise.
Natalie Carter is Managing Director, Strategic Communications, FTI Consulting and Celia Heffernan is Senior Director Strategic Communications, FTI Consulting.
Is a network of senior government relations, corporate affairs and corporate communications professionals working in the Asia Pacific region. We provide cutting-edge insights through events, intelligence, publishing training and awards. We connect companies with their stakeholders in a variety of ways. Using social media in your business can involve certain risks. Before promoting your business on social media, it’s important to be aware of the potential risks. Like it or not, social media puts businesses at risk. In this article we would like to point out some of the benefits and risks of using social media in your business. Be sure to contact a business attorney for more information on how to avoid social media risk in your business. In this article, we address 5 risks of social media in business.
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The character boundaries of social media (think Twitter) and the informal language often used on such platforms can lead to a literal “hotbed” of miscommunication and false advertising for your business.
Other inadvertent content inaccuracies or omissions may simply be due to other aspects of social media that restrict communication and the types of content we can present to audiences.
It’s important to be aware that any online post or review about your business can be misconstrued as an endorsement.
The Federal Trade Commission (FTC) imposes strict regulations on product endorsements and online advertising. For example, according to FTC regulations – all online advertising must tell the truth, not mislead customers, and all advertising claims must be verified.
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Therefore, as a business owner, you need to constantly monitor what people are saying about you online and be prepared to respond to any threats that may put your business at risk.
For more information about the FTC’s rules for online advertising, see the FTC publication: Advertising and Marketing on the Internet: Rules of the Road.
Just because a customer shares positive feedback about your business doesn’t mean you can reproduce it without their permission.
If you want to share comments, ratings or other feedback from customers, you must obtain written consent before including them in your ad.
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Posting content owned or controlled by someone other than your company may violate someone else’s intellectual property rights, copyrights, trademark rights, or the website’s terms of service.
For example, Facebook’s corporate advertising policy states that ads “may not contain content that infringes or violates any third party’s rights, including copyright, trademark, publicity, or other personal or proprietary rights, and such violation constitutes third-party infringement.” .”
Additionally, if your company’s ad makes any direct reference to products or services offered by another company, this is called branded content, and you must obtain specific permission to use the other company’s name in your ad.
It is important that your company’s advertising does not infringe or infringe on someone else’s intellectual property rights. “Intellectual property” (IP) generally refers to laws relating to patents, copyrights, trademarks and trade secrets.
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Regardless of your intentions, you can face serious penalties if you’re found guilty of violating IP laws on social media. A plaintiff in an intellectual property infringement case may also seek damages or an injunction from the court.
An injunction may require you to stop infringing activity, but in some cases it may also require your business to shut down its website domain, social media accounts, or your entire online business.
Social media allows users to freely post content including photos, videos and other digital files, which inevitably leads to the illegal distribution of copyrighted material.
● Copy and paste snippets of content to ‘fill space’ or repeat what someone has already written
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If you did not create the content you share on social media, copyright laws prohibit you from using it without the owner’s consent.
A trademark is a word, phrase, symbol or design that identifies and distinguishes the source of goods from one party to another.
Therefore, either your trademark must be inherently distinctive—meaning it identifies your company as the source of the product—or your trademark must have acquired distinctiveness, meaning the public identifies your trademark with your particular good or service, and you. Source of production.
To avoid infringing on the trademark rights of others, you must avoid using the trademarks in any way that could cause consumer confusion about the source of the goods or services (disambiguation) or “dilute” or dilute another company’s trademark.
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If you use someone’s photo for commercial use without their consent, a person can sue your company for misuse of likeness.
Commercial use is when a name or image is used to sell or recommend a product or service. If you do not have written consent in the form of a release to use someone’s name or image, you may be sued for breach of privacy.
In addition to potential copyright claims over the use of a photograph, using a photograph of a celebrity or famous person carries a risk. These people can claim publicity rights. The right of publication is the right to use one’s name, identity or identity for commercial purposes.
As a rule of thumb, don’t use a celebrity’s picture, name, likeness, or even a quote to promote your business on social media.
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If you have permission to use the photo, the photo must also be used in the context in which the person intended it to be used.
Additionally, if an ad conveys something misleading or negative that offends or offends a person, you can be sued for portraying him or her in a false light.
If your business uses an online platform for advertising, you should be careful about how you share information that contains references to customers, clients, or employees.
Relaying to your website material posted online by a client, customer or employee without their permission may be considered a breach of privacy.
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Your customers and others who interact with your business online have certain expectations of privacy, and it’s important to be aware of the rules for sharing customer information, or face a potential breach of privacy issue.
If your company enters into an endorsement deal with a celebrity, social media influencer, or other well-known person, that relationship must be disclosed. The FTC has pursued lawsuits against companies that do not fully disclose their relationships with social media influencers promoting their products.
Disclosure of your company’s confidential or proprietary information may cause the information’s confidentiality or proprietary rights to no longer be protected.
If you spread it, or make that information public on social media, it may harm the confidentiality and integrity of that information.
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