CREATIVE THINKING
Is social media leading you towards a lawsuit for copyright infringement ?
David Mclean of Geometry looks at the issue of unauthorised use of copyright material and images in a commercial setting .
Those of us old enough to remember a world before social media ( or Web 2.0 as it is correctly known ) will remember a time when copyright infringement was something to fear in a commercial environment . But of course back then it was far less common and required a conscious effort to infringe on somebody else ’ s copyright materials .
But here we are now , well into the era of Web 2.0 , and it is frightening clear that copyright infringement is something , like parking on double yellow lines , that people aren ’ t taking seriously enough .
For anyone in business it is crucially important to recognise that there will be different levels of tolerance between private non-commercial use of copyright materials and commercial use . Sticking a picture of a celebrity , company or brand on your personal Facebook or Twitter is not going to be a problem . It happens millions of times every day and while technically illegal and is unpoliceable and generally tolerated by the copyright holders of whatever material you are using .
However , if you take the same cavalier attitude in a commercial setting you ’ re asking for trouble . Many people who use social media frequently will be spitting feathers as
BRING BACK THE BROCHURE : A MARKETER ’ S MANIFESTO
B2B communications consultancy Content Coms and its partner company , Mike Garlick Design , are calling for businesses to re-think their approach to customer engagement by making a pledge to their Bring Back The Brochure Manifesto . With consumer appetite for digital media apparently u-turning , a 21st century reimagining of the humble brochure could well give ambitious businesses an edge . However , the drab and dreary brochures that are the ‘ norm ’ for so many SMEs are unlikely to hit the mark . Here is Content Coms top tips on creating an effective brochure .
Dare to be different Think of a brochure and the chances are a picture of a mundane , corporate sales tool comes to mind . But , best 21st century brochures dare to be different . They provoke readers with abrupt , surprising headlines . They include out-of-the-ordinary visuals . They draw people in through engaging storytelling and powerful creative .
1 . A brochure doesn ’ t need to look like a brochure . Or , at least , it shouldn ’ t look like the brochures we ’ re used to seeing . By daring to be different , a brochure commands its target ’ s attention .
26 THE BUSINESS EXCHANGE 2017 they read this and will disagree . Many of them will work in industries where they provide creative services to businesses and some might be using copyright materials illegally in commercial use in the mistaken belief that it is OK . They will probably point out that I ’ m not paying lip service to something called ‘ Fair Use ’, which they believe gives you carte blanche to use copyright materials for any reason .
The reality is ; there is no such thing as ‘ Fair Use ’ here in the UK . It ’ s an American term . Here in the UK we have something called ‘ Fair Dealing ’, but it has no statutory definition and it will always be a matter of fact , degree and impression in each case . So beware of anyone who tells you Fair Use or indeed Fair Dealing is a defence .
Under Section 29 ( 1 ) of the Copyright , Designs and Patents Act 1988 , fair dealing is a valid defence when dealing with copyright infringement for the purpose of non-commercial research or private study . This includes personal copies for private use , research and private study , criticism , review , quotation and news reporting , caricature , parody or pastiche . Nowhere is there any defence of use of copyright material in a commercial setting , and with good reason . Unauthorised use of copyright material
2 . A brochure should be unique . Present your brand ’ s story in an innovative way . ( Our own ‘ Little Book ’ series of microbrochures are perfect examples of a format that delights , informs and engages .)
3 . A brochure should aim for longevity . Brochures shouldn ’ t be a short-term fix . Use great messaging and strong visuals to tell a story that lasts . 4 . A brochure should show your personality . Templated emails often strip brand personalities away . A brochure is a chance to show your human side .
5 . A brochure should be memorable . The sheer volume of e-communications that are fired out ensures each new e-message is but fleeting . A brochure should be notable – or even extraordinary .
Make 2017 the year your brochure collateral bounces-back .
0203 176 5442
For more info : www . contentcoms . co . uk
After successfully winning the Nine Feet Tall site pitch against two other leading digital agencies , Little Lightbulb have successfully launched www . ninefeettall . com .
Built on the back of Nine Feet Tall ( NFT )’ s fresh and vibrant brand , Little Lightbulb have brought light and energy to a complex and challenging industry website . Designed “ mobile first ”, NFT ’ s new website now works across all platforms - bringing NFT to a much wider audience . Specialising in User Experience , Little Lightbulb have ensured the site is easy to use , user friendly , and innovative .
Little Lightbulb hand-coded a NFT custom WordPress theme , creating something truly unique and providing a powerful platform from which to help achieve NFT ’ s marketing goals . Case studies for many of the big
for commercial use will by definition be for commercial benefit , whereas private non-commercial use is not . So the copyright holder will understandably expect recompense . Social media is a particularly risky area . It requires a conscious effort to ensure you differentiate how you use social media in a personal and in a professional way . This becomes even more important if you have responsibility for your business ’ social media communications . Don ’ t be tempted to use copyright materials without authorisation , including pictures of celebrities . They may take a very dim view of their likeness being linked with your business , and indeed may demand you pay them for use of their image if you are using it for commercial benefit .
So take care out there .
For more info : www . geometrypr . co . uk
@ geometrypr
LITTLE LIGHTBULB LAUNCHES NINE FEET TALL SITE
For more info : www . littlelightbulb . co . uk
names NFT have worked with are beautifully displayed on the site and their knowledge is front and centre via interesting thought pieces and downloadable resources . “ NFT has been the ideal client with a highly organised team that really helped us to deliver the very best . As a digital studio , we put in over 250 hours over six weeks to produce something that we can all be proud of . We will be entering the NFT site as a nomination for the Drum Awards , which is dedicated to showcasing the very best in UK independent agency talent ”, said Ryan Vaughan , planning director .
The team at Little Lightbulb , having just completed their second year of operation , are now aspiring to work with household brand names in the next 12 months and grow the digital agency effectively .
0333 006 2627 hello @ littlelightbulb . co . uk