Editor’s Note: This article is authored by two BakerHostetler partners — an information governance practice leader and a new media, advertising, IT and privacy partner— and an associate. It is the final of a four-part series.
In our last article, we discussed the legal considerations in collecting, analyzing, and using social data. Complying with the black letter of the law is critical, but not enough; companies need to consider how their contemplated use of social data will be perceived by their customers and in the marketplace as a whole.
Companies should ask themselves, will the use of social data be viewed as intrusive, exploitative, or “creepy?” And is the use consistent with the image the company wants to project, particularly to its consumer base and investors? [Read more…]