Social Media in Marketing: The Dos and Don’ts in 2015
Overview:
Social media is evolving very quickly and encompasses a wider range of media and subjects than it did a year ago. Companies often make the mistake of trying to focus upon all forms of media to the exclusion of a sensible and effective approach to marketing in appropriate media. Hence, they run the risk of sending the wrong message and even violating the law; as has happened with excessively brief advertising of regulated products on Twitter.
With so many newly emerging opportunities in social media such as video, mobile, and even in basic advertising, a pragmatic approach is needed to organize and budget for social media marketing. More companies allow or even encourage their employees to be advocates of their brands which has significant benefits, but also poses some serious risks.
In this two hour, live webcast, a panel of thought leaders and practitioners assembled by The Knowledge Group will discuss the most significant issues of Social Media in Marketing. The speakers will provide advice and best practices to ensure the development of a sensible and compliant social media strategy for marketing in 2015 & beyond.
Key Issues:
- Social Media’s Role in Marketing
- Social Media Policies and Regulatory Issues
- Major Challenges and the Dos and Don’ts of Social Media
- Practical Implications of Social Media on Marketers
- Social Media and Corporate Identity
- Reputation Management
- Empowering Employees With Social Media
- Monitoring Platforms and Metric Analysis
- Best Practices and Strategies for Using Social Media in Marketing
- Compliance Programs and Risk Mitigation
- Potential Sanctions and Liabilities
Agenda:
Vedder Price
- Understanding the extent of employee usage and the problems employees can cause
- Avoiding the wrath of the NLRB
- Monitoring employee use of social media and applicable law
- Use of social media in the hiring process in a lawful manner
Warner Norcross & Judd LLP
- When can you use other people’s IP in social media? What procedures, policies and controls should you put in place
- What are the rules about product endorsements for social media (FTC rules, etc.)
- The dangers of false advertising in social media
Holmes Weinberg, PC
- Branding and social media – which, if any, social media platforms are consistent with your brand?
- Discuss different platforms and what works and doesn’t work for specific consumers
- Brand persona – is social media the right fit
- Examples of what has worked and hasn’t worked
- Understanding the multi cultures within your organization and how they affect what is said and what is not
- setting up internal controls
- Should you use outside vendors (social media agencies, ad agencies) for social media, and if so, what procedures, policies and controls should be in place?
- How to best manage licensee/franchisee use of social media for licensed IP
- What are the best guidelines for allowing others to use your IP in social media
- The different kinds of IP
- What’s high risk and what’s not
- Global (international) use of social media marketing – what works and doesn’t work
Who Should Attend:
- Social Media Managers
- New Media Attorneys
- Ethics Officers
- Commercial and Contract Managers
- Chief Marketing Officers
- Chief Risk Officers
- Brand Managers
- Marketing and Advertising Professionals
- Public Relations Managers
- Chief Information Officers
- Media and Telecommunication Attorneys
- Business Development Managers
Margo Wolf O’Donnell is a Shareholder at Vedder Price and a member of her firm’s Litigation and Labor and Employment …
Janet Ramsey is the chair of the Advertising and Marketing Law Group at Warner Norcross & Judd LLP, in Grand …
Steven Weinberg is a founding partner of Holmes Weinberg PC, a boutique entertainment, intellectual property, technology, media and branding law …
Course Level:
Intermediate
Advance Preparation:
Print and review course materials
Method of Presentation:
On-demand Webcast
Prerequisite:
NONE
Course Code:
145168
NASBA Field of Study:
Marketing
NY Category of CLE Credit:
Skills
Total Credits:
2.0 CLE
Login Instructions:
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SPEAKERS' FIRMS:
About Vedder Price
Vedder Price enjoys an outstanding reputation as a leading employment law firm, with strong credentials and experience representing private- and public-sector management clients of all sizes on a wide range of employment matters—from Equal Employment Opportunity counseling and litigation to employee benefits and international employment law issues. Our attorneys combine deep employment law knowledge with experience in the manufacturing, construction, transportation, retail, health care, mining, airline, food, telecommunications, financial services, insurance and publishing industries, to name just a few.
Website: https://www.vedderprice.com/
About Warner Norcross & Judd LLP
By providing discerning and proactive legal advice, Warner Norcross & Judd LLP builds a better partnership with its clients. Warner Norcross is a corporate law firm with 230 attorneys practicing in eight offices throughout Michigan. To learn more about our Advertising and Marketing Law group, visit https://wnj.com/Practices/Advertising-and-Marketing-Law. To learn more about the firm, visit https://www.wnj.com/, follow us on Twitter @WNJLLP or connect on LinkedIn.
Website: https://www.wnj.com/
About Holmes Weinberg, PC
Holmes Weinberg PC is a boutique law firm based in Malibu CA with lawyers in California, New York and London. Consistently recognized as a Best Law Firm in America and its principals regularly recognized as leading lawyers in their practice areas, its focus is on deals, counseling, transactions and litigation involving intellectual property assets, primarily in the fields of entertainment, brands and branding, software and mobile technologies and media. It also has a worldwide trademark filing practice. Its clients include Academy Award® and Emmy Award® winning entertainment professionals, major athletes, a number of the world’s most recognized brands, and a wide spectrum of smaller companies and individual entrepreneurs in the entertainment, food & beverage, fashion, fitness, technology, media, and mobile spaces. The firm also has an extensive brand consulting business, assisting brands, celebrities and media personalities in developing and exploiting their brands, designing and implementing effective brand expansion, as well as consumer and internal communications, including the use of social and other interactive media.
Website: https://www.holmesweinberg.com/
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