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Social media
Social media

Legal and business challenges
“A powerful global conversation has
begun. Through the Internet, people
 are discovering and inventing new
 ways to share relevant knowledge
   with blinding speed. As a direct
result, markets are getting smarter—
  and getting smarter faster than
           most companies.”

                    The Cluetrain Manifesto
                    (2000) @ cluetrain.com
The Web has changed
Its about being
  social ...
...
    in
         th
           e
               dig
                     ita
                        la
                             ge
                                  ...
... and increasingly in
       realtime.
The social Web is not just
 about being shiny happy
         people ...
Your customers are having
 conversations about you




                            Are you even
                             part of that
                            conversation?
customers have
new tools and a
 longer reach
customers have
new tools and a
 longer reach
Social media: Legal and business challenges
... and so on ...




the network effect in social media
Social media: Legal and business challenges
You
suck!
        ?!
Social media =
  expression
Social media: Legal and business challenges
Freedom of
expression can be
    liberating
Do you have control over the conversation?
09-f9-11-02-9d-74-e3-5b-d8-41-56-
          c5-63-56-88-c0




      http://bit.ly/diggcodestory
Social media: Legal and business challenges
Social media: Legal and business challenges
Getting the
community involved
... it can be a gamble ...
You might also be amazed ...
Are your employees using ...
Are your employees using ...
You have to
                   understand social
                        media




Sensitive information
  being disclosed?
New(ish) buzzwords

brandsquatting

            Cybersquatting
            (domain names)

                         typosquatting
Social media: Legal and business challenges
Social media: Legal and business challenges
Manage your content
 licensing process
The problem is that © ≠
        sharing
There are a couple options
Social media: Legal and business challenges
Social media: Legal and business challenges
Social media: Legal and business challenges
Social media: Legal and business challenges
Social media: Legal and business challenges
Existing law
Bill of Rights (Chapter
32)

Consumer Protection
Act

PAIA

ECT Act

RICA
“POPIA”
Informed consent!
Categories of
    “personal
  information”
Ordinary personal information
   versus special personal
        information.
Data Protection
Ensure the personal information collected is “complete, not
misleading, up to date and accurate”;

Secure integrity of personal information against risk of
loss or damage;

Protect against unlawful or unauthorised access or
processing;

Identify reasonably foreseeable internal and external
risks;

Generally accepted infosec practices and procedures

                                        * Principle 6: draft POPIA
When employees go astray
Building on your
   success ...
or building their
own platforms with
    your tools
Potential impact?
Restraint of
      trade
Reasonableness requirements
        Enforceable
     Potentially costly
      Set precedents
Stay in the loop
Remember its all
about relationships
Build better legal
   frameworks
Terms of use

    Don’t forget details like
jurisdiction, choice of law and
      ECT Act compliance



 webtechlaw.com/anatomy-
    website-terms-use
Ongoing review to
ensure terms address
  new developments
Privacy policy
Thank you!
Paul Jacobson
Web and digital media lawyer

    paulj@jacobson.co.za
      webtechlaw.com
  facebook.webtechlaw.com
      @webtechlaw.com

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Social media: Legal and business challenges

Notas del editor

  1. This presentation is the culmination of a review and reporting process.
  2. Online communities can be tricky animals to manage. They tend to have minds of their own and they use your platform to express them.
  3. Online communities can be tricky animals to manage. They tend to have minds of their own and they use your platform to express them.
  4. Freedom of expression is constitutionally protected although not unqualified.
  5. Or take an active role in minimising risks of liability Moderate content (automatic and manual) Community participation in identifying problematic content Reporting on “abuse” etc
  6. You could always take your chances and hope for the best ...
  7. You need to know who owns the content if you are going to get permission to use it.
  8. Copyright is restrictive and not always conducive to sharing.
  9. There are a number of options available when it comes to content licensing.
  10. One way you can use that content is to license it using a custom designed content license
  11. And there are Creative Commons licenses.
  12. Creative Commons licenses are free licenses comprising combinations of 4 basic elements to give you options.
  13. Creative Commons licenses are free licenses comprising combinations of 4 basic elements to give you options.
  14. Creative Commons licenses are free licenses comprising combinations of 4 basic elements to give you options.
  15. The right to privacy is a fair general right to privacy. Collecting and processing personal information is a violation of this right and this. Legitimate expectation of privacy gives content to the right to privacy and consent circumvents an otherwise legitimate expectation of privacy.
  16. The ECT Act’s provisions are meant to be temporary. Unsatisfactory protection given voluntary nature of the protection. Given the Bill of Rights it is important that companies look at this issue seriously and implement steps to protect personal information.
  17. Draft bill but an important sign of what is to come. Extensive protection of personal information. It will radically change how we see personal information.
  18. There are many categories of personal information Some are more sensitive than others
  19. Aside from a general lack of awareness of the issues, companies often neglect to establish the best legal framework for their sites.
  20. Current terms of use contain dated terms and are inadequate given challenges ITWeb faces online.
  21. Rapidly changing landscape. Essential to keep pace with new developments in terms of use
  22. Make sure users know what personal information is being collected and processed. Make sure you get their consent. Consent must be informed.