The exponential rise in popularity of social networking websites
and other social media outlets such as Facebook, Twitter, LinkedIn, and individual blogs, is due in large part to their viral nature. Social networking sites are essentially self-promoting, in that users spread the word for the sites. The more quickly social networking sites grow, the more quickly they spread. The viral quality of social media makes it an appealing way for businesses to market products and services, and marketers have long recognized and tapped the potential of social media outlets. Many advertisers have conducted consumer promotions involving social media to generate attention to and participation in their promotions, thereby maximizing brand
exposure. Incorporating social media into a marketing campaign is
not, however, without legal risks. Companies utilizing the power of social media must be cognizant of the relevant legal issues in order to protect themselves from liability risks.
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