Corporate influencers - social media with consequences?

Almost every company has corporate influencers. 

Even if you as an entrepreneur or marketing manager have never officially asked or commissioned anyone to do so, it is highly likely that some of your employees are already sharing posts about their offers or their company. And may therefore already be acting as corporate influencers or brand ambassadors from a legal perspective.

These employees shape the image of your company, for example on LinkedIn or Facebook. They increase awareness of your products and services. And enable direct contact with potential customers and new talent.

But regardless of whether employees post on their own initiative or as part of an organization’s corporate influencer program, their actions can lead to legal risks.

Without an appropriate strategy and contractual protection, companies run the risk of inadvertently infringing intellectual property rights, being held liable for infringements by employees or damaging the reputation of their trademark.

For this reason, it is important for marketers and CEOs to be aware of the opportunities for using corporate influencers while ensuring compliance with applicable laws and regulations.