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Everyone is a user and, as with every new communication channel—billboards, radio, television, the Internet—there is huge potential, and huge potential risks.The speed of development in social media outstrips corporate risk management capability.It took radio 38 years to reach 50 million listeners.Terrestrial TV took 13 years to reach 50 million users. What was said in the living room is now published on Facebook.The Internet took four years to reach 50 million people. What we do in public and private is now broadcast on You Tube.
In less than nine months, Facebook added 100 million users.1 It’s All About the Conversation One-way communications with advertising, press releases, labels, annual reports, and traditional print media is going the way of the dinosaur. What employees talked about at the water cooler now appears as tweets on Twitter. All of it available to millions with the simple press of “post.” Social media is about “changing the conversation”—getting people to say the right things about your company and its products and services.2 A Shift in Media Values Broadcasters have now caught on to the idea that social media fundamentally affects the presentation and even the content of their product.
The music industry now embraces social media, using it as a valuable promotional tool.
Even the movie industry get in on the act, perhaps even earlier than intended, with the phenomenal success of the online marketing program for the “Blair Witch Project.” At the time of its release, the “Blair Witch” site was in the top 50 most-visited sites on the Internet, creating a vibrant “word-of-mouth” campaign that ultimately helped a 0,000 film gross revenues of 0 million.
US_ADMIN-78068775.31 Reed Smith The business of relationships.
SM Network Interference: A Legal Guide to the Commercial Risks and Rewards of the Social Media Phenomenon Third Edition reedsmi t h .
c o m i– Reed Smith Network Interference: A Legal Guide to the Commercial Risks and Rewards of the Social Media Phenomenon — PREFACE — 3rd Edition In October 2009, we published the first edition of this White Paper, focusing primarily on social media issues in the United States. This third edition is a major update and covers virtually every aspect of social media and the law on a global basis. Patent Minefield .......................................................... 114 Biographies of Authors and Editors ........................................