Considering the popularity of social media, corporate lawyers need a granular understanding of how employees are using social media (professionally and personally) in order to create and enforce policies, advised two intellectual property experts during the recent Social Media: Risks & Rewards conference in San Francisco.
Aparna Dave, counsel in the IP section at Wells Fargo, and Marc Greenberg, professor and co-director of the IP law program at Golden Gate University School of Law, agreed that benefits of social media can include increased brand awareness, customer engagement, reputation management, recruiting, networking, and access to education and resources. The risk, they noted, is that social media, if not mangaged correctly, can destroy brands and careers.Vulnerabilty also occurs when employees’ content inadvertently infringes on trademarks, copyrights, rights of publicity or privacy, or could be perceived as defamatory or false advertising.
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