The Social Network, Facebook, Mark Zuckerberg, and Social Media Public Relations

The movie "The Social Network" premiered in New York City this past Friday and will be widely distributed on October 1st. The screenplay was written by Aaron Sorkin and is based on Ben Mezrich's book, "The Accidental Billionaires: The Founding of Facebook A Tale of Sex, Money, Genius, and Betrayal."

According to the Wall Street Journal, Facebook tried to influence the narrative in "The Social Network." Last month, the New York Times stated that, "[b]ehind the scenes, however, Mr. Zuckerberg and his colleagues have been locked in a tense standoff with the filmmakers" regarding the content of the film." I don't blame Facebook for trying to persuade the filmmakers to create a film that puts its founder in the best possible light; however, Facebook needs to realize that trying to massage a message in the Social Media Age is very difficult. Instead of trying to ignore "The Social Network," Facebook should embrace and own the story of its founding with its warts, real and imagined.

In the movie, "Clear and Present Danger," the fictional president has a public relations problem on his hand because a close friend of his may have been involved in drug trafficking. Harrison Ford's character (Jack Ryan) advises the president something along the lines that he should tell the media that the friend in question was not just a friend but a close friend. This advice killed the story because the fictional president embraced and owned up to the relationship.

On December 2, 2009, and then again on December 10, 2009, I blogged how Tiger Woods should handle his public relations situation and provided David Letterman and Meredith Baxter as examples of great Social Media public relations. As the world knows, Woods did not listen to my advice. Woods allowed the situation to spiral out of control and he lost his family, hundreds of millions of dollars, and his ability to focus on his profession.

Facebook and Mark Zuckerberg should openly embrace and promote the movie, "The Social Network" because downplaying the movie and/or ignoring it enables others to own the narrative. Zuckerberg is extremely hypocritical because he wants everyone to share their private information but he refuses to reciprocate. If Zuckerberg held a press conference and publicly explained the entire situation regarding the founding of Facebook and was open and honest about all the lawsuits he has had to settle surrounding Facebook's founding the story would die a natural death because he would own the narrative.

I have read Ben Mezrich's book, "The Accidental Billionaries" and David Kilpratrick's "The Facebook Effect". Mezrich's book is a much more interesting account than Kilpatrick's. In addition, I watched Zuckerberg's recent Oprah appearance and Zuckerberg seemed uncomfortable when "The Social Network" was brought up.

The truth in how Facebook was started is most likely somewhere in between Mezrich's account and Kilpatrick's Facebook endorsed version. "The Social Network" has been made and Facebook and Zuckerberg's public relations team should embrace movie. Facebook's stance towards the movie is only going to encourage more people to want to see it.

The bottom line is that Facebook and Zuckerberg need to reevaluate their Social Media Public Relations strategy.

To learn how to create and execute a Social Media Public Relations and Crisis Management Plan and to understand the legal issues that may affect your plans you may contact me at http://www.shearlaw.com.

Copyright 2010 by the Law Office of Bradley S. Shear, LLC. All rights reserved.

Protecting Your Social Media Profile Against Text Spam

On April 29, 2010, I stated why the Social Media Privacy Protection Act is needed. I reiterated my position again on July 25, 2010. I did not wake up thinking about privacy issues. However, when I logged into my Google account this morning, I received the message, "What would happen if you lost access to your Google Account tomorrow?" The screen listed my email address and requested my cell phone number in case I need to reset my password.

In my opinion, password resets via cell phone SMS is a ruse to obtain access to your cell phone number so the number may be used at a later date to perform mobile marketing. Social Media companies are trying to collect as much information about their users as possible because they are building a monetizable data bank. As the Brits may say, "brilliant."

Google may argue that a cell phone number is the easiest and most secure way for a consumer to obtain a password reset. I disagree. The best way to do this is via email and/or a personal security question. Google recently fired an employee for accessing the personal accounts of its users. Just think of all the possibilities when private companies (not the government-whole different conversation) have access to this type of personal information.

Social Media companies are trying to entice their users to turn over as much of their personal information as possible. Unfortunately, too many consumers are freely providing Social Media companies their information without a second thought. For example, there is no reason for any company to ask for or for anyone to list their religion on their social media profile.

When I recently tried assisting a friend of mine with obtaining a personal URL for his Facebook account it requested a cell phone number for confirmation. When I obtained my personal URL soon after consumers were allowed to do so I did not need to provide a cell phone number. Social Media companies want your cell phone number so they can monetize this information.

The bottom line is that people need to be careful about providing any data to third parties. Do you really want to be bombarded at some point in the future with spam text messages that you will have to pay for? Therefore, unless a company needs your cell phone number do not provide it.

To learn how to protect your Social Media Profile you may contact me at www.shearlaw.com.

Copyright 2010 by the Law Office of Bradley S. Shear, LLC. All rights reserved.

Supreme Court To Hear Potentially Groundbreaking Social Media Law Case

The U.S. Supreme Court has agreed to hear a Federal appeals court case from California that may lay the groundwork for determining whether an employee has an expectation of privacy when sending a personal text message and other personal communication from a work computer or other work issued property in the Social Media Age. The case, City of Ontario, California, et al., Petitioners v. Jeff Quon, et al. (No. 08-1332) may enable the Supreme Court to determine when and if an employer has the right to monitor any of the following personal accounts accessed at work: a personal email account, a Facebook account, or a Twitter feed.

Police sergeant Jeff Quon sued the City of Ontario, CA for violating his workplace privacy rights. Quon claimed that the City conducted a constitutionally banned unreasonable search by reviewing his text messages, despite those messages being sent from a city owned and paid for pager account. Notwithstanding Quon's claim, the trial court ruled that the City of Ontario had not violated his privacy. Quon successfully appealed to the U.S. Court of Appeals, 9th Circuit which reversed the trial court's decision. The City of Ontario has since appealed to the U.S. Supreme Court claiming that Quon did not have an expectation of privacy in his communications.

Interestingly, Quon signed a form that acknowledged that his personal communications on his work-issued electronic devices would not be private. Despite signing the form, he utilized a work issued pager to send non-work related messages, including messages that some have deemed sexually explicit.

In general, an employer has the right to monitor any electronic communications accessed via employer owned equipment. Internet and Social Media Law is still evolving and the courts have begun to recognize there may be a distinction when an employee accesses personal email and social media accounts utilizing an employer's property.

In my opinion, the Supreme Court should reverse the 9th Circuit's ruling and find for the City of Ontario because an employer needs to be able to review any electronic communication that is sent via an employer owned account. Email, text messaging, and pagers have been commonly used in the workplace for more than 15 years and employees know or should know that they have no expectation of privacy when sending messages through an employer owned account. An employee should only have an expectation of privacy when communicating on his or her own personal computer, personal cell phone, or personal smartphone.

The case is scheduled to be argued in Spring 2010 with a Summer 2010 decision likely.

Copyright 2009 by the Law Office of Bradley S. Shear, LLC. All rights reserved.

Medical Insurance Policy Holder Claims Benefits Terminated After Facebook Posting

Social Media has become a double edged sword for the 21st century. Facebook, Twitter, Myspace, LinkedIn, etc... has made it so much easier for old friends to reconnect and professionals to network. However, let me emphasize again, beware of what you post on these websites, it might come back to haunt you. Take for example, the latest from our Northern American neighbor.

In Canada, a Manulife Insurance policy holder claims that her sick-leave benefits were terminated after several photos of herself appeared on Facebook. The policy holder was out on sick-leave due to depression and the photos that were posted on Facebook appear to show the policy holder having a good time at a Chippendales bar show. Whether or not that was a reason, or the only reason that Manulife terminated the policy holder's sick leave, the moral of the story is do not make any Social Media posts or link to any posts or photos that can ever be utilized against you.

Copyright 2009 by the Law Office of Bradley S. Shear, LLC. All rights reserved.

Facebook Acts As An Alibi For A Brooklyn, New York Teenager

Social Media is being used everyday by the police and prosecutors as evidence in court. Up until now, Social Media and Social Networking usage has been primarily used as evidence against defendants. However, in what may be the first highly publicized defense usuage, a Brooklyn, New York teenager was able to utilize Facebook as an alibi when he was accused of a crime.

According to the The New York Times, the teenager was incorrectly identified by a victim as a robbery suspect. Fortunately, the teenager was an active Facebook user and was on Facebook at his family's home computer at the same time that the alleged crime occurred. Due to the electronic evidence from the Facebook post, prosecutors dropped the charges and the teenager was freed from Riker's Island, one of the most dangerous prisons in the country.

Some skeptics may point out that someone else may have used the teenager's account to make the post to create an alibi. And others may state that a savvy techie can figure out a way to be in two places at once. That is always the possibility in any case. However, the bottom line is that Social Media is here to stay and police, prosecutors, judges, juries, and defense attorneys need to learn how to incorporate it into the U.S. Justice System.

Copyright 2009 by the Law Office of Bradley S. Shear, LLC. All rights reserved.

Facebook Sued For Allegedly Violating the Video Privacy Protection Act

Social Media website Facebook was recently sued along with Blockbuster for breaking the Video Privacy Protection Act (USC Title 18 Section 2710) because Facebook was making some type of public notation every time a Texas woman was renting a video from Blockbuster. Apparently, Facebook and Blockbuster had or have some type of partnership that involves an information sharing agreement that allowed video rental information to be shared without the Facebook user's authorization or ability to opt out.

Facebook's information sharing problem was partly due to its Beacon Advertising System that is supposedly being discontinued. Beacon was initially designed as an opt out instead of an opt in system. Therefore, Facebook users needed to be extremely vigilant to keep their personal information private.

The proliferation of social media and social networking sites has made it difficult to keep one's personal details private. Unfortunately, unless there is some type of consumer backlash that forces Congress to pass strong legislation that sets an enforcement mechanism that includes stiff penalties, this type of information sharing will dramatically increase in the near future.

Copyright 2009 by the Law Office of Bradley S. Shear, LLC. All rights reserved.

Flight Attendant Utilizes Facebook To Harrass 15 Year Old Female Passenger

We have only seen the tip of the iceberg regarding social media harrassment or misuse. Australian Airline Jetstar has a male flight attendant who thought that it was socially acceptable to try to "friend" on Facebook a 15 year old female passenger. It appears that the airline employee obtained the female's name from her boarding pass.

This story reminds me of the old Seinfeld episode where Jerry gets the phone number of a woman he wants (and whom appears interested in him) to date off of an AIDS Walk list. At the time of the episode's original broadcast, this type of "ingenuity" was not socially acceptable and Jerry could not stop thinking about what would happen if the woman found out how he acquired her phone number. However, Jerry did not use private information that only an employee of a company could utilize to try to obtain a phone number.

Even though this occurred in Australia, and there has not been any litigation yet, I believe that this type of behavior has occurred in the United and will occur again here. I predict that there is going to be a tremendous amount of litigation in the future regarding social media misuse.

Copyright 2009 by the Law Office of Bradley S. Shear, LLC. All rights reserved.

Lawyers Must Be Mindful of Their Social Media Usage

There is an excellent New York Times article by the paper's National Legal Correspondent, John Schwartz, that discusses some examples where lawyers have been sanctioned for their Facebook posts, blogs, and tweets. Lawyers who utilize social media must realize that the Code of Professional Responsibility that every member of the Bar must follow in their every day interactions with prospective clients, clients, opposing counsel, judges, etc...is also in effect in cyberspace. Even though the First Amendment protects most speech, a person still can't falsely yell fire in a public area. Attorneys as officers of the court have additional responsibilities. The bottom line is that every lawyer should thoroughly read their prospective posts, blogs, or tweets before they are published in cyberspace. Before I publish a post, I ask myself:

1) Will my post add value to an area of discussion?
2) Does my post violate the Code of Professional Responsibility?

If my post can add value to a discussion and does not violate the Code of Professional Responsibility I publish my post. If my thoughts do not add value to an area of discussion or if I think they may violate the Code of Professional Responsibility I do not make the post. In general, I try to avoid personal attacks on others. I try to live by, blog by, tweet by, and post by this adage that my late Grandfather instilled upon me: "Better to keep your mouth closed and be thought a fool than to open it and remove all doubt."

Copyright 2009 by the Law Office of Bradley S. Shear, LLC. All rights reserved.

Facebook Sued For Being Facebook

Facebook is being sued for what appears to be engaging in evolving as a social networking site. On its face, the lawsuit appears without merit because it does not allege anything new against Facebook. One of the lawsuit's allegations is that Facebook, "seeks to open and/or disseminate private information to third parties for commercial purposes and economic benefit."

Despite what many of its users think, Facebook is not in business to provide free social interactions for the benefit of its users. Facebook is in business to make money by providing a uniqe platform that enables its users to enjoy their online social interactions and activities. If and when Facebook is able to fully monetize all of this freely obtained information it will be the marketing industry's "El Dorado."

Users join Facebook to interact with their friends and potential friends and to share their thoughts and ideas with others. I am a Facebook user. However, I limit the amount of personal information that I post because I know that as soon as I post something I have no ability to fully control it. In contrast, some of my Facebook Friends post a tremendous amount of information that is not fit for professional consumption. For example, a cousin of mine who is a recent college graduate and a Facebook Friend has allowed some of her college Facebook usuage to follow her into the professional world. I have had to warn her not to disparage in any manner her current employer or position in her posts. I just hope that none of her posts boomerang and harm her in the future. As with any new technology, once the Genie has left the bottle you can't put it back in.

Copyright 2009 by the Law Office of Bradley S. Shear, LLC. All rights reserved.