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Companies alerted to social media minefield

Negar Salek (via AFR) | April 16, 2013
Legal and internet experts have urged businesses to deploy software tools that monitor third-party comments on social media brand pages in order to avoid legal or brand-damaging traps.

"Competitors posting negative comments, employees posting inappropriate comments or accidentally posting personal information on a company account, confidential information inadvertently posting online, disgruntled employees posting 'last hurrahs' before they exit the building; and most commonly, viral reactions to issues or complaints that have had a profound effect on sales and reputation," he said.

"The consequences can be far reaching: loss of sales, damage to your reputation, loss of confidence in your products, and much more. "

He said Australian brands needed to consider the cost in lost revenues of bad publicity and any legal costs of defending their brand or reputation.


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