Corporate Blogs: Legal Red Flags
02/21/2005
AMA's Blogs: Marketing Beyond the Website workshop added a new topic - the legal aspects of blogging. Charles M. Smith, Pheedo's COO and legal counsel, presented an overview of r
ed flags that companies should keep in mind before launching a corporate blog.
1. Terms of Service -
Who owns the material on the blog? The company or the blogger?
2. Copyright Infringement
What content can bloggers "borrow" from other blogs?
3. Liability
What are the industry's regulatory issues that might effect posts? The more dangerous the product the more caution should be taken.
4. Privacy Policy
Most blogs collect email and blog or website information. Look for blogs to adopt privacy policies similar to their website cousins.
5. Company control over posts
What are potential product liability issues?
6. Company control over comments
When is it acceptable to delete comments?
Sidebar: For more information read Charles' post - Who owns blog comments?
As we continue to observe, the increase of marketing/business corporate blogs is leading to the development and implementation of blog content guidelines and format structure. How much control will be placed on corporate bloggers is dependent on:
1. Company culture
2. Type of product/service
3. Available company resources
It shouldn't come as a big surprise that companies are hesitant about risks that are inherent with blogs. However, bowing to our friends in the law and HR departments, I am more convinced than ever that blogs can be an effective, efficient interactive marketing strategy.
-Blogs can help build brands through ongoing natural conversations with the people who are the brand.
-Blogs can help build customer relationships through real-time people-to-people conversations.
-Blogs can help build credibility through thought leadership posts.
-Blogs can help build ROI through lead generation and direct sales opportunities.
Very simply, blogs are a way of connecting with people through people. While I understand the need for guidelines and regulatory caution, this voice in the blogosphere hopes that companies remain true to the concept of blogs: Honesty. Transparency. Passion.
