Advertising, it is often said, is now a conversation. Social media platforms empower companies to engage more directly with consumers, while also giving consumers the ability to communicate with each other about companies and their brands. These public communications are not always flattering. So how can companies protect themselves, their brands, and their advertising messages? What can companies and brands do to engage and empower consumers, yet maintain some level of control over intended brand communications? How do the FTC’s Guides on Endorsements and Testimonials impact on a brand’s ability to communicate with its customers and with influential bloggers and tweeters? How can a company manage its social engagement on third party platforms such as Facebook, when those platforms publish their own terms and conditions? How far does section 230 of the Communications Decency Act go to protect a company from third party speech? Does a company have an obligation to police blog posts and comments on the entire Internet where its products or services are mentioned? In part two of the Kilpatrick Townsend Social Media webinar series, attorney Barry M. Benjamin discussed the answers to these questions and many others that arise from advertising and engagement with social media.
Learn how to develop policies and adopt best practices designed to maintain legal and regulatory compliance for all your social media practices.
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