Internet marketing has long been a double-edged sword. A successful viral advertisement can rocket a brand to social media stardom overnight, but those same tools enable unhappy customers to share their bad experiences with a wider audience than ever before.
Using IP to Prevent Negative UGC Comments
Smart companies understand that the power of user generated content (UGC) is that it is at least somewhat out of control. They craft their brand strategies accordingly, using social media to address customer concerns directly and publicly, rewarding social media influencers and picking their battles. But still, the courts remain full of litigants who do not seem to get the message. In particular, some businesses continue to attempt to use intellectual property law to stop customers from sharing their experiences on the Internet.
By
Stephen M. Kramarsky
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