Daily Resource Feed 08/19/2012

  • Great article on how brands can use Pinterest and what the legal risks are as well as what steps Pinterest has taken to honor copyright law.

    Written by Michael Estrin and published on August 8, 2012 on iMedia Connection.  http://www.imediaconnection.com/article_full.aspx?id=32410

    Tags: social media, chp6, curation, copyright, legal, pinterest, social publishing, smm

    • On the one hand, brands can choose to curate great content by pinning pictures that they might not necessarily have the rights to. In effect, the brand is saying, “This is wonderful. Take a look!” The image below is from Barneys NY, which Franconi calls a “true curator.”
    • On the other hand, a brand can use Pinterest as a repository for images that it owns, effectively saying, “Our content is wonderful. Take a look!” The image below is from Martha Stewart, which adheres to a strict “no repins” policy and shares only content it has the right to use.
    • According to Franconi, brands can set several concrete goals for their Pinterest accounts:

      Extend their social footprints: Pinning images on a more visual platform allows brands to feature their products or services in an aesthetically pleasing format, facilitating discovery, sharing, and curation on a new platform.

      Control attribution: Fans are likely already pinning brand content from your web properties, so establishing an official brand profile allows for easier searching and attribution to your brand’s products and images.

      Create an additional content stream: Cross-platform linking (i.e., pulling pins into Facebook or Twitter) encourages multi-platform acquisition and engagement.

      Improve SEO and drive brand page traffic: Each brand pin links back to a brand web page, which means the image counts for SEO value.

      Encourage online purchase decisions: Adding a dollar sign ($) to a description automatically adds a price to a pin and allows your image to show up in the gift section — and therefore increases the potential for purchase.

    • n the last few months there’s been a steady stream of stories that go something like this: If your brand pins content that it doesn’t have the legal rights to use, it might very well be subject to a nasty copyright infringement lawsuit.

      The solution, for many brands, is to adopt a policy to pin only content they own. It’s an understandable precaution. But while that move might make good legal sense, it comes at a high cost to marketing, says Matt Wurst, 360i’s director of digital communities.

      • What legal will tell you:

        Pinterest has taken several steps to limit liability for users and brands. It has:

        • Created terms of service that adhere to the Digital Millennium Copyright Act.
        • Introduced “no pin” code that websites can install to block visitors from pinning content.
        • Updated its terms of service on March 23, 2012, to make it easier for users and copyright owners to file a Digital Millennium Copyright Act Notice of Alleged Infringement.
        • Created “pin etiquette” guidelines that encourage users to be respectful, authentic, credit their sources, and report objectionable content.
        • Publicly acknowledged the issues and stated that the company is working to resolve them in the near future.
    • What you can tell legal:

      The fact is that some brands are taking the risk.

      “Several high-profile brands, including Whole Foods, The Home Depot, and West Elm, have either assumed (or are not aware of that they have assumed) the business risk and are repinning other’s content with limited attribution,” Franconi says. “Other brands like Real Simple and Martha Stewart are adhering to the ‘no repins’ policy and only post boards and pins with content they own. There have not been any major public lawsuits regarding brand copyright infringement…yet.”

Posted from Diigo. The rest of SocialMedia&Marketing group favorite links are here.

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