As part of our guest blog series from leading legal professionals addressing the often-forgotten legal issues around social media campaigns, here Theodore C. Max, Partner at Sheppard Mullin LLP provides an overview of a recent legal case that highlights the dangers of working with influencers, even if those 'influencers' are your own employees.
In the first of a guest blog series by leading legal professionals, we look at how social media teams should be working more closely with their legal counterparts in 2019, to avoid making the brand mistakes that could trigger an unnecessary brand crisis. Here Jessica Elliott Cardon, Senior Counsel of Perfumania Holdings, Inc., one of America's largest fragrance retailers, gives her view on what legal issues could trip brands up, especially when it comes to working with influencers or running international ad campaigns.
In an industry as visual as cosmetics, social media is the perfect platform to showcase products. Just a quick search on Instagram for #beauty brings back over 250 million posts, and each week 2 million unique users search for beauty related content on the platform. When you combine that with the fact that 74% of consumers now rely on social media to make a buying decision, it is more important than ever that cosmetics brands make sure their social media strategy is working as hard as possible to reach the right people with the right message.
A lot can happen in 24 hours. That was certainly the case for UK loyalty card brand nectar when one announcement on its social media pages sparked a major backlash amongst its customer base.
24 hours on (and 1.5K Twitter comments and 6512 Facebook comments later) and it's clear that nectar's has an unhappy customer base. And those figures don’t even touch the numbers of retweets, mentions, reply threads within the replies etc. Here we take a look at how the first 24 hours of the PR crisis unfolded.
Twitter feeds were buzzing across the world this month as a professional provocateur and a well-known airline did battle over…a seat.
@AnnCoulter had pre-booked a seat on her flight, paying an additional $30 for the privilege but once boarded, found that @Delta had reassigned it to someone else - upsetting someone with 1.6m Twitter followers in the process. Yes, you can guess it wasn’t plain-sailing from there onwards.
For global brands, the content you and your customers post on your social media pages can reach hundreds of thousands of people in seconds around the world. Whilst this can offer unrivalled opportunities to engage with your consumers, it also means you could be exposed to a myriad of social media risks at any time of the day or night. Below is a short extract from Crisp Labs’ ‘Marketing In A Social Age’ report which explores some of the business-critical risks facing global brands.