Social Media Marketing – How to Protect the IP Rights of your Company’s Greatest Asset
Art Law

Social Media Marketing – How to Protect the IP Rights of your Company’s Greatest Asset

[co-author: Samantha Duran] Social media has dramatically changed the way companies brand and market themselves to the public. Companies of all sizes use social media as the primary line of communication to their customers and the general public. In recent years, savvy businesses have spent anywhere from hundreds to millions of dollars employing influencers (people who have a large social media following, aka social media famous) to influence their followers to purchase their respective companies’ products and services. With such a hefty investment, it is very important that companies protect the IP rights of their social media content and treat these influencer transactions as serious ones, especially considering the damage they can do to a brand with just one post if things don’t go smoothly between the parties. First, companies can protect their brand by trademarking brand names, slogans, and logos before they are shared on social media. Companies can even trademark hashtags if they are unique slogans used to identify the brand. Trademark protection can either come from registering the trademark with the United States Patent and Trademark Office (USPTO), or from using the trademark in commerce. However, in the age of social media where content is posted […]

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