Technology touches every part of our clients’ businesses and affects all aspects of client service. We communicate with each other remotely and social networking sites continue to blur the lines between business and personal communications. The social media universe encompasses much more than the popular and familiar social networking sites like Twitter, Facebook and LinkedIn. It also includes the dizzying array of personal and business blogs, news sites with interactive or comment features, group forums and more.
These sites have enabled businesses to change their traditional marketing strategies by shifting the focus toward talking with—not at—prospects and clients, thereby deepening the relationships between the company and customers. This presents new opportunities for agencies to reach new clients and provide enhanced services and responsiveness to existing clients. However, these developments also present new liability exposures.
Unauthorized Use of Content
Copyright is a form of protection grounded in the U.S. Constitution and granted by law for original works of authorship fixed in a tangible medium of expression. If a work is approved for copyright protection, this grants the owner the exclusive right to reproduce the copyrighted work, or prepare derivative works based upon it. Copyright protection attaches to an original work of authorship from the moment of a work’s creation, and extends to Internet content upon creation.