Promoting Your Business on Social Media

Promoting Your Business on Social Media

Using Social Media to promote your business is a hot topic right now.

The health and fitness industry has been at the forefront of using Social Media for advertising and promotion – particularly Facebook, Instagram and YouTube. These platforms work well for conveying messages visually and so fit well with health and fitness. However, the legal aspects of using Social Media are often overlooked.

‘What’s New in Fitness’ is an Australian industry publication that covers over 15,000 of these fitness industry professionals – personal trainers, gym owners, nutritionists and sport supplement providers. In the latest issue (Summer 2014) of their magazine, ‘What’s New in Fitness’ are featuring one of Legal123’s articles which covers the legal issues faced by professionals and businesses using Social Media.

Thank you ‘What’s New in Fitness’ for bringing this important topic to a wider audience. Here’s a copy of the article by Legal123’s founder, Vanessa Emilio.

There are legal issues you need to be aware of when promoting your business through social media. Vanessa Emilio provides these tips to help you stay informed and out of court!

Rule 1. Social Media T&C’s protect them, not you

Did you know that Facebook owns your customer list? Yes, it’s in their terms! They can close your Facebook page overnight without notice and without reason, but still market to your likers. (This is a good reason to have a website and not just social media pages.) Social Media sites all have terms and conditions, but if you read them, you’re actually indemnifying them for your clients and customer actions, as well as your own!

Rule 2. You are responsible

You are responsible for all content posted on your business website and social media accounts. This is especially relevant if you allow other people to post comments or anything at all, including advertising, products or services.

People may sue you because of copyrighted material or because of potentially defamatory information. A tweet or post written on behalf of your business may give rise to defamation action in Australia and any overseas jurisdiction where a person suffers damage to their reputation.

A tweet or post written on behalf of your business may give rise to defamation action.

Be careful about making ‘over-statements’ or claims about your business on Facebook or other Social media pages, and don’t allow others to make misleading claims or defamatory comments either.

Consumer protection laws which prohibit businesses from making false, misleading or deceptive claims about their products or services have been in place for decades. These laws apply to social media in the same way they apply to any other marketing or sales channel.

Rule 3. You still need to comply with Australian Consumer law

What you do, say, post or sell needs to comply with Australian law even if you’re located elsewhere. If you are addressing or targeting Australian consumers, you are bound by the local regulations, no matter where you’re located in the world. This includes regulations on your refunds, product safety standards, privacy law, compliance with local industry codes, advertising standards and so on.

For example, if you start promoting your business on a social media platform selling to UK and Australian consumers, you will have to ensure that you comply with both Australian and UK local consumer law. It’s where your customer resides that determines your requirements, not where your business is located.

Social media is a great platform for your business, but as with all communication channels, you need to be professional at all times. If you can’t say something nice … don’t say it on Twitter!


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