Staying in Compliance: The Legal Restrictions of Social Media
Posted on: Wednesday, October 5th, 2016
The business world is a fast-paced ever-changing environment; new employees come in, and older employees retire. New technology and practices arrive like a tidal wave and it is always a race to keep up and be one of the first to implement new methods or risk getting left behind by competitors. Social media is one of those cases, as it has very quickly become one of the best and most important ways to market a business. Most of us in this day and age have experience with our personal profiles on social media and think we can navigate them in the business world. There are some pitfalls, however, that could even have potential legal ramifications, and the following list details some that you should avoid with careful planning and research
Content:
It is important to carefully select what kind of content you want to have in your posts and profile. Your advertising needs to be clear and concise, getting an easily understood message across in as few words as possible. It goes without saying almost, that this content needs to be honest as well as cleared in regards to intellectual property and any other third-party rights. The law and the FTC treat social media advertising seriously, much the same as any other form of formal advertising, and it is important to abide by legal restrictions. Avoid any confusing or conflicting messages. In addition, any content that you post to your channels MUST be original! Avoid plagiarism and ensure that any exact duplication of content is properly credited to its original source.
Consider the Platform:
There are several major platforms right now in social media, YouTube, Facebook, and Twitter among others, and with time some of these may fall and new programs rise. It is important to review each platform’s terms of service and specific rules regarding business profiles, advertising policies and posting restrictions.
Consider the Audience:
In any form of advertising, it is important to determine your audience and sculpt your message accordingly, and this is no different in social media marketing. In addition to this, it is important to research regulations if your audience includes children. Government and self-regulatory bodies both have protections and qualifications in place to protect children under the age of 13, and if you intend to gather information or market to children, you need to be intimately familiar with them.
Combine Professionalism and Accessibility:
Part of what makes social media marketing so impactful is the increased accessibility your business will have. It is also important to maintain a level of professionalism a degree above what you would want for a personal profile, although good humor is always praiseworthy and can increase your page-views. Finding a happy medium between business and light-hearted content can improve your social page’s intrigue.
IT Security:
With an increase in publicity and accessibility comes an increase in vulnerability. Look into two-factor authentication passwords and/or password management programs such as LastPass. A breach in security or a stolen password can negatively impact your image and compromise other information.
Think Before You Post or Follow:
The anonymity and general inconsequential nature of our personal use of the Internet is a dangerous reflex. Knee-jerk reactions and thoughtless posting are common and generally harmless for personal use. However, with a business profile, one must be more thoughtful and careful when posting or following. Make sure to follow reputable people and other businesses connected to your own and avoid following unconnected people or groups. Think carefully and re-read each post before hitting the submit button. An impetuous and poorly written post can have long-reaching negative consequences. Remember, much like an elephant, the Internet has a long memory.
Shown above are just a few examples of legal restrictions attached to creating and managing a social media page for your business, but don’t be dismayed. A well-organized and properly implemented social media presence could be the difference-maker in your business’s marketing efforts. If you think your company could use a little direction on how to use Facebook, Twitter, or other platforms to your advantage, contact us about our Company Training!
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