When you publish content on your company blog, wiki or podcast the same rules relating to intellectual property (copyright, trademarks, patents etc), privacy, defamation and advertising apply just as they would to a static website. You should therefore take care to ensure that your acceptable use policy covers some of the following issues (this is by no means a closed list):
- publication of the company’s intellectual property;
- republication of other people’s content (one of the big concerns here is copyright and trademark infringement);
- publishing potentially defamatory content (and, in the process, exposing the company to claims);
- expressing personal views on the company blog;
- who is responsible for content published on the site and whether content should be checked before it is published;
- what sorts of content may be published on the site (for example, strictly company related or anything in the industry?); and
- compliance with legal requirements which may be relevant to publication of this sort of content.
There is a fairly comprehensive list of Do’s and Don’t’s when it comes to corporate blogging on the Law.com Legal Technology site that is worth reading.
New media can be used really effectively in a corporate environment. Like any aspect of the business you need to make sure that it fits in with what you are doing and have planned and compromise the company. Achieving this may require a fairly simple set of rules and procedures that, when implemented, will facilitate the creation of an effective and and more productive communication channel with your customers.