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| May 15, 2010 |
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| Five Steps to Protect Your Brand on Social Media Sites |
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Robert H. Newman
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Liisa M. Thomas
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One aspect of Web 2.0 (a term often used to refer to the new features and interactivity available on the Internet today) is the growing popularity of social networking websites like Facebook, YouTube and Twitter, which allow content sharing and online interaction between individuals. These sites can also allow brands to interact directly with consumers, an incomparable branding opportunity. But, with every opportunity comes some risks, in particular from a trademark protection standpoint. Having consumers communicate about brands is a benefit for companies; but what if the consumers engage in unauthorized trademark use?
Reprinted with permission from INTA Bulletin, Vol. 65, No. 10 – May 15, 2010.
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