Avoiding Legal Pitfalls on Social Media

Laura Bedrossian, Hot Paper Lantern’s VP of Social Strategy, is featured in this article from the Association of National Advertisers.

 

As brands shift more resources to social media marketing to better engage and persuade consumers, some are learning a painful and expensive lesson: The same copyright regulations that guide advertising on traditional platforms also apply to Facebook, Twitter, YouTube, Instagram, Snapchat, and a host of lesser players . . .

Paid Versus Organic Posts

Brands looking to avoid any potential legal issues on social platforms can minimize some, if not all, of that risk by opting for paid posts rather than organic engagement.

Laura Bedrossian, director of client relationships and social strategy at Peppercomm, concedes that paid social is easier to measure, but suggests that completely eliminating organic engagement, especially because of copyright, trademark, or publicity concerns, would be a mistake.

“It will always depend on the brand as to how much of social marketing mix should include paid,” she says. “But when you go back to the roots of social media, it really was that organic conversation. And when you don’t have that, you lose the essence of what social media is; so organic will always have a purpose and should be part of a larger digital strategy.”

Bedrossian says brands can even insert organic messages on the fly into trending social stories, as long as they have the right guidelines. “You can quickly do your due diligence and still be able to tap into something that’s trending or popular,” she notes.

 

To read the full article, visit ANA.net