Many companies use hashtags to measure viewer engagement, monitor reputation, trigger or amplify a social media dialogue, raise awareness of a product/consumer education, etc. What’s interesting is the sharp rise in hashtag copyrighting (per the article) “The first application to trademark a hashtag was made in 2010. Since then there have been over 5,000 applications of which 2,200 were in 2016” That implies a 60%+ increase y/y. A few brands are active copyrighters, for example: Marriot (#lovetravels) and T-Mobile (#getthanked).
As the article points out “overall rise in global applications does indicate is that brands are seeing the value in going through the proper trademarking process”. The implications though are unclear. What happens when a consumer wants to use these hashtags on Twitter? Is it free speech? Will there be infringement risks for consumers who use copyrighted hashtags in negative or critical reviews? How will the large number of social networks police and monitor these hashtags? This seems like a growing trend worth watching… https://www.marketingtechnews.net/news/2017/may/09/hashtag-trademarking-rises-64-one-year/
As the article points out “overall rise in global applications does indicate is that brands are seeing the value in going through the proper trademarking process”. The implications though are unclear. What happens when a consumer wants to use these hashtags on Twitter? Is it free speech? Will there be infringement risks for consumers who use copyrighted hashtags in negative or critical reviews? How will the large number of social networks police and monitor these hashtags? This seems like a growing trend worth watching… https://www.marketingtechnews.net/news/2017/may/09/hashtag-trademarking-rises-64-one-year/
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