By Gertruida Grové
Social media are web-based
and mobile technologies that turn communication into active dialogue. These social
networking tools are used by individuals and companies for purposes of social
communication, marketing, human resource communications, news briefings and
others. For many, the question is not whether to use social media, but rather
how to do so, and how to avoid potential pitfalls that may lead to legal
difficulties.
Social networking websites include
Facebook, LinkedIn, MySpace; forums and comment spaces; video and photo sharing
websites such as Flickr and YouTube; web blogs and other websites that allow
users to use simple publishing tools.
What
users do not always realise is that social media and networking are not only
easy communication tools, but that every word that is communicated by means of a
social medium is actually published in writing. Even communications that are
later deleted from a social medium such as Facebook, might still be available
to other or previous users and might again be distributed.
There
are a number of legal issues involved when using social media. These include:
Firstly,
social media users may disclose private and confidential information such as
trade secrets, even unknowingly, on social media sites such as Facebook,
Twitter, LinkedIn or chat rooms and blogs.
Secondly,
unauthorised use of third party trademarks on a social media site may lead to
legal liability for trademark infringement or unfair competition e.g. when a
false impression of endorsement or sponsorship of a product is created.
In
the third place, copyright-protected works such as videos, music, photographs
and texts are often copied from other locations and used on social media
websites without the required authorisation of the content owner which can lead
to liability for copyright infringement.
Fourthly, computer users should take care not
to post impulsively on social media, since that might lead to unintended legal
liability for example even anonymous statements published to a limited group of
connections or friends that defame a third party may result in legal action
against the poster.
In
the fifth place, social media can lead to human resources issues. It is
becoming more and more common for human resources departments of companies to
view social media pages of both job candidates and current employees.
Finally,
our courts have begun to accept discoverable information in trials beyond
e-mails and scanned documents. An interesting South African case which recently
made the headlines was that of Experian South Africa (Pty) Ltd v Haynes
(48711/2011) [2012] ZAGPJHC 105 (18 May 2012). In
this case the employee’s previous employer sought to hold him to a restraint of
trade agreement. In terms of this agreement, the employee was prohibited from
taking up employment with a competitor for a period of 12 months after
termination of his employment. The court had regard to meetings held with key
clients, evidenced by the employee’s LinkedIn profile, and enforced the
restraint of trade against him.
Considering the millions of users worldwide
who use social media on a daily basis, the legal pitfalls should be borne in
mind as we create and manage our digital communications.