How Marketers Can Make Friends With Legal

Peter Friedman post by: Peter Friedman

Marketers who are innovating in social media and working for big companies are likely to have experienced one or more bruising run-ins with their legal teams.

Indeed, as I work with clients, I often find an adversarial relationship between social-media marketers and legal departments. It’s bad for everyone. Legal doesn’t understand the benefits of campaigns, marketing doesn’t understand the risks, each may not have consulted the other in time, and the result is either delayed or canceled campaigns or ill-considered risk exposure for the company. (If your company uses outside counsel, you can wind up with a legal bill that is its own special brand of “social media crisis.”)

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