Many people associate the Internet with the Wild West - a lawless place where almost anything goes, including trampling over copyrights.In reality, said several experts on the topic, that is not the case. Furthermore, be careful, what you post on a social network site can come back to bite you.For example, E. Thomas Watson, an attorney with the Charlotte, N.C., law firm of Robinson, Bradshaw and Hinson, notes that "creating a catchy viral marketing campaign or YouTube clip can be a big boost for business, but these endeavors are not a panacea for sluggish sales.
"Despite the flexibility and creativity the Internet provides as a means of customer outreach, companies cannot throw legal restraint to the wind when developing these campaigns. There are a number of critical and often unforeseen legal issues these campaigns can create without proper vigilance."
What you post online in a social networking context could come back to bite you in a legal proceeding. Michael J. Powell, a shareholder with the Atlanta firm of Baker, Donelson, Bearman, Caldwell & Berkowitz PC, said "like the opening of Pandora's Box, the consequences to a business whose employees use social networking can be unpredictable and the effects quite damaging when the business is involved in litigation."
Business ethics expert Christopher Bauer has provided three guidelines about the use of social media in the workplace.
"Remember that once you post a comment, or make a blog entry, you have lost control of where it will go and who will see it. Of course, this is even true with verbal comments we make off-line and hard copy notes we write. The difference is that online comments can go a whole lot more places and whole lot faster. If it isn't okay for anyone and everyone to see it, don't post it!
"Though case law is still emerging, the trend is to see online comments as essentially similar to other written media when it comes to charges of libel. If you have something negative to say about another individual or business, back it up with your rationale, present a well-researched and well-reasoned opinion, and make it clear that your opinion is just that - an opinion. This doesn't mean that you need to write 10 pages when two sentences will do. Rather, it simply means that 'loose lips' on line can get you and your company into serious trouble - carefully consider the wisdom of writing negative comments about others before doing so.
"Just like in the 'real world' (i.e. off-line), rewarding positive behavior through commentary is usually far more powerful in changing attitudes and behavior than are negative comments. If you're looking to promote an agenda, a product, or yourself/your company through social media, reinforcing the positive will usually get you further, faster than simply being cranky or derogatory about someone or something else."
Mr. Bauer warned that what people post on social media sites will be accessible for a long period of time, so people should think before they post. The result could be saving them and their business from significant reputation damage in the short and long terms.
Information on Bauer Ethics Seminars is available at
