Perhaps the biggest question businesspeople go into social networking with has to do with what risks are inherent in participating and in using these opportunities as part of an insurance marketing campaign.
Are you leaving yourself open to lawsuits by using such sites? Is it possible you could be violating any ethics codes or breaking any laws by what you say?
Follow these guidelines and you should be protected from harm while using social media to boost your agency.
Know and obey specific site rules
Most social networking sites have privacy policies and / or user agreements that very clearly lay out all the things that they allow and do not allow.
Among the things most do not allow are spamming users, sending harassing messages, claiming to be someone you aren’t and having multiple accounts. Carefully read these policies to ensure that you are using the site to specifications.
Be aware of the possibility of defamation
Much like print or broadcast media, social media and blogs can be fertile territory for defamation, especially when it comes to commercial or advertising speech. Consult with an attorney to make sure what you’re saying is fair and will not be.
You can’t blame the site
Most social media site user agreements include clauses that indemnify them from any responsibility in the event of harm to a user.
Know your state law regarding advertising
In many states, internet advertising is governed under the same law as standard advertising through billboards, radio and TV.
There are still some unanswered questions as to what exactly constitutes online advertising—such as whether a profile page itself is an ad or if it’s just an advertising message—but it would be best for you to assume that everything you do could be considered an ad.
Use disclaimers
When you give advice or perform professional services via social networking sites, it’s important for you to use the standard disclaimers you do for phone and email communication or on your website.
Let all your employees know that any discussion on a social networking site must go through a standard process and workflow to avoid potential risks.
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