Facebook and the Law

Facebook and the Law

I manage a few Facebook Groups and a number of Facebook pages and I am constantly confronted with the issue of defamation on social media. As social media becomes more popular and ubiquitous the issue around defamation has received quite a bit of public attention. Unfortunately many people still don’t understand how social media works, jurisdiction and how South African law views posts and comments on Facebook.

I have been involved in social media and online marketing for many years and have studied the laws pertaining to privacy and social media in detail as it affects my work on an almost daily basis. What follows is an attempt to demystify the concept of social media defamation. I am not going to deal with privacy issues and will leave that for another article.

The innocuous looking case of H v W which was handed down in the South Gauteng High Court on 30 January 2013 is the best and most recent case we have to determine how South African courts interpret cases of social media defamation. Judge Willis’ 30 page judgment recognises the harm a Facebook post can do to a person’s reputation and throws the weight of the Court behind the person defamed (and who can afford the legal fees). In this particular case the defamation was clear and the applicant won the case.

The law the Court relied on

The lawyers involved in the matter conducted what appears to be fairly substantial research on the law on defamation online and with reference to Facebook. Judge Willis relied fairly heavily on two academic articles by –

Context

Resolving the tensions between every human being’s constitutionally enshrined rights both to freedom of expression and to dignitas is all about balance. In the case of Le Roux v Dey Freedom of Expression Institute and Another as amici curiae) the Constitutional Court emphasized the need to take into account the context in which a publication occurs.

Similarly, Grimmelmann has referenced the legal maxim de minimis non curat lex which Judge Willis translated as “the law is not concerned with trivia”.

Businesses and defamation

With respect to public figures and businesses, he pointed out that while they enjoy a right to privacy, “[t]here is legitimate public interest in the affairs of public figures” and this means that they may not enjoy the same degree of protection as citizens not in the public spotlight when it comes to defamation online. As Judge Willis put it –

Trenchant commentaries on the performances of politicians as politicians, entertainers as entertainers, musicians as musicians, artists as artists, writers as writers, poets as poets, sports stars as sports stars will generally pass legal muster, even if posted in the social media. When it comes to freedom of expression in South Africa, there are oceans in which to swim and upon which to sail as freely as the wind blows.

A customer of a business will always have the right to publish on Facebook an account of her experience at that businesses. As long as the experience passes the test of defamation then it is not defamation but a review. Reviews can either be positive or negative and negative reviews, if made by a customer, cannot be classified as defamation because it is in the public interest and to the public benefit.

If individuals can be sued for making a negative post about a business, of which they are/were a customer then Facebook, Google, Tripadvisor, Booking.com and many large websites will cease to exist. Reviews have become a de faco means of expressing one’s opinion about a product or service.

The test of defamation

The test for determining whether words published are defamatory is to ask whether a ‘reasonable person of ordinary intelligence might reasonably understand the words . . . to convey a meaning defamatory of the plaintiff. . . . The test is an objective one. In the absence of an innuendo, the reasonable person of ordinary intelligence is taken to understand the words alleged to be defamatory in their natural and ordinary meaning. In determining this natural and ordinary meaning the Court must take account not only of what the words expressly say, but also of what they imply’

Referencing one of the justifications for (or defences to) defamation, namely that the defamatory material be true and to the public benefit or in the public interest, Judge Willis drew an important distinction that is worth bearing in mind –

A distinction must always be kept between what ‘is interesting to the public’ as opposed to ‘what it is in the public interest to make known’. The courts do not pander to prurience.

Important points to consider when you feel that someone (not you) has posted something that could be defamatory.

  • South African law does not require a person to be the originator of the defamatory content to be held liable – merely repeating or “sharing” a defamatory post is sufficient to constitute defamation;
  • a person may be equally liable for another person’s posts where that person knows that they have been tagged in the other person’s post and allows their name to be used, and fails to take steps to disassociate themselves from the defamatory post;
  • a series of comments or posts published via social media may have a defamatory meaning when read together, despite each comment or post appearing individually harmless; and
  • an apology on the same social media where a defamatory statement has been made may assist in mitigating the damage to a person’s dignity and reputation.

The Truth is On Your Side

Ultimately, you have every right to leave a bad review or make a negative post about a business, as long as you act in good faith and don’t lie. The difference between a legal negative review and an illegal one comes down to libel in many cases: “While defamation laws can vary depending on the jurisdiction, libel is the defamation of a company or individual in written form,” explained TekRevue. “To prevail on a libel claim, the plaintiff must prove that the defendant made a published statement about the plaintiff that was false, injurious, and unprivileged.” 

 

Marthinus Strydom

 

References: 

www.saflii.org/za/cases/ZAGPJHC/2013/1.html
uir.unisa.ac.za/bitstream/handle/10500/7643/A_Roos_Inaugural_.pdf?sequence=1
dealnews.com/lw/artclick.html?2,1051185,10629690
webtechlaw.com/2013/02/04/johannesburg-high-court-rules-on-facebook-defamation-html/
chili.co.za/News/1939/When-leaving-a-negative-review-can-get-you-sued

How to deal with customer complaints

How to deal with customer complaints

Yes, it’s true. More people complain that compliment. It’s natural human behavior. People complain when they’re upset and seldom compliment good service. Good service is expected. Bad service is not.

Customer complaints are part and parcel of running a business and every business gets complaints, no matter how good they are. The idea is obviously to get as few as possible complaints. 

 Today community communication through social media is ubiquitous. Everyone belongs to some group or forum where they share common interests and it’s easy for them to share their opinion about the service they received at a business. Inevitably they share their bad experiences because they want to either “get even” or because they want to legitimately warn their friends. 

In the past many large companies had call centers and help lines dealing with complaints. Today most companies have social media teams that monitor online chatter about their brand. Some even use complex software to track and monitor online mentions. These teams then respond to complains online ensuring that the complaints don’t spiral out of control and eventually become viral.

Some companies are very good at it while others are notoriously bad at it. The ones that are bad at it are typically still stuck in the old school thinking that if they ignore the complaint then it will go away. The problem with social media is that it seldom just goes away. In fact, it typically escalates into a much bigger problem and if dealt with expeditiously in the beginning the escalation could have been prevented. Companies that are bad at dealing with online complaints typically also just provide bad service. 

 So what must a business do to deal with complaints effectively? 

 You don’t have to be a multinational company with a team of social media experts to deal with complaints effectively. You don’t need complex software algorithms to warn you about online activity. The first and foremost thing you need to do is provide good service.

The reality is that if you provide good service then you will seldom have to deal with complaints. Your purpose is to provide a service to your customers and if they don’t like what you’re doing then obviously you are doing something wrong. How can you know if you are on the wrong track? How will you know if you are overcharging your customers? How will you know if your product or service is crappy? Your cusrtomers will tell you. In no uncertain terms. 

 How do you fix it? 

 By listening and then acting accordingly.

Every company is inside a community. It could be a geographical community or industry. Every company operates inside a community. Find the places where your community congregates online. Join these communities and participate. Listen, read and be watchful. It’s your community and you need to know what they are saying.

If you pick up one complaint about your business don’t stick your head in the sand like an ostrich. Don’t take it personally. Don’t get upset. Don’t become indignant. Every customer has a right to complain if they feel they were short-changed or didn’t receive the service they paid for. It’s their right, guaranteed in our Constitution. In addition it’s legal. 

It’s totally legal for a customer to complain about poor service. In fact the Consumer a Protection Act actively encourages complaining about service issues. 

The only time you, as the business owner will have recourse is if the complaint is obviously defamatory. It can only be defamatory if it’s not the truth. If I say that the hamburger you sold me is too expensive then it’s my opinion and you have no recourse. If I say that it tasted bad, then you cannot sue me. If I say that I found a cockroach in my food and it’s not true and I can’t prove it then I am lying and you can sue me for defamation.

The reality is that most complaints are legitimate. Why would someone bother to complain if it’s not true? 

 So how do you handle it? 

 Once you see the complaint respond immediately. Immediately apologise and offer to correct it. Don’t make lame-ass excuses. Consumers aren’t stupid. Be genuine and apologize. Offer to rectify the situation.

Listen and learn. Don’t be hard-assed. Don’t be bullheaded and fob the customer off by insinuating that they don’t know what they’re talking about. The customer is king and you must respect the fact that they spend their money with you. You are either going to create a prophet for your business or you are going to create a terrorist. 

 Be honest with yourself. If the customer is right and you can change the way you do things then do it. Change your recipe. Reprimand a staff member that annoyed the customer. Change your pricing policy. Improve your service.

By being open minded you will constantly improve and you will receive less complaints. You will have more happy customers. Your reputation will improve and people will notice that you really care about the service you provide. 

Every possible opportunity you have to interact with a customer is a good marketing opportunity. Your goal must be to turn every disgruntled customer into a happy customer. Even if you are responding to a complaint online you are marketing yourself. It’s an opportunity to talk to customers. Isn’t that what business are supposed to do? 

In closing, the excuse that you don’t use Facebook or Twitter or Instagram is not a valid excuse.  These are your tools. They should be your new best friends. If you don’t know how to use these tools then learn. Find a way. 

Ignorance is not an excuse and if you don’t use these tools then you will have to bear the brunt of the brutal immediacy that social media will unleash upon you.

Businesses Beware Of Consumer Activism

Businesses Beware Of Consumer Activism

What a cheek! You know the feeling. You go to a business and all you get for your hard-earned cash is poor service. Afterwards you realize you’ve wasted your time and your money. Your’e annoyed and irritated because you didn’t get what you expected. What do you do?

Some people go back to the business and complain. They tell the manager about the bad service and perhaps the business tries to rectify the problem by giving them their money back. That was what happened in the past but today things are very different.

The digital generation dislikes confrontation. They are connected with the world and their anger and disappointment is voiced through all the social media channels they have access to. Today, people don’t like to confront businesses about their bad service – they Facebook, Tweet, Foursquare, Instagram, Linkdin and Pinterest. If you are a business owner and you don’t know what the hell I’m talking about then you are in trouble.

You see, in the past people didn’t have these outlets for their frustration and they confronted a business directly. Today, by the time a customer has walked out of your shop they have told their average 3,000 connections almost immediately, and these social media interactions are having a much bigger impact than you might think.

A business has one chance to impress a customer. People don’t want to complain anymore in person because it takes too much effort. It’s much easier to bitch in 140 characters and press the send button. The result is almost immediate punishment for poor service. Whether you like it or not, this is the reality of today’s connected consumer.

Consumers have become much less tolerant of poor service. Time is valuable and most people have busy lives. They don’t have time to have protracted arguments with businesses about their service or to give them lessons in customer retention. Consumers give their money to business in good faith and expect good service. Nay, they demand good service.

Businesses that understand this and embrace this new reality actually benefit from it because they do what they are paid to do, give good service, the first time. They ensure that no customer leaves their premises if they’re not happy. They do it right the first time. The result is that they get the positive Tweets and the good social media comments. They get the mentions and 5-star ratings. They get new customers that read the raving reviews.

Here are some interesting facts about how Social Media affects purchasing decisions:

  • Consumers are 71% more likely to make a purchase based on social media referrals.
  • 53% of consumers who said they use Twitter to recommend companies or products in their Tweets, 48% bought that product or service.
  • 15,100,000 consumers go to social media channels before making purchase decisions.
  • 49% of consumers use Facebook to search for restaurants.
  • 74% of consumers rely on social networks to guide purchase decisions.

The immediacy that Twitter offers has made it a firm favorite with consumers looking for fast responses to customer service queries.

Just today I walked out of a restaurant in a small town and before I reached my car all my friends on Facebook, followers on Twitter, connections on Linkdin and followers on Foursquare had read about the good service I received. Many hundreds of people that will visit the town sometime in the future will see my commentary and it will influence their decision to go to that restaurant or not.

Businesses need to take their customers very seriously, much more so than in the past. The digital generation has a zero tolerance for poor service, and rightly so.

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Facebook Faceoff – citizens unite!

Facebook Faceoff – citizens unite!

The power of Facebook is no more evident than in the role it played during the recent revolts that toppled governments in Tunisia and Egypt. Social media has become a platform for political lobbying as was demonstrated with the Barak Obama’s presidential campaign in 2008, and more recently through citizen mobilisation. These two opposing camps are heading for a faceoff.

The recent Tunisia and Egypt uprisings were only the beginning, Facebook pages and groups have been setup to mobilise protesters in Algeria, Bahrain, Morocco and Syria with Twitter protests extending to Algeria, Bahrain, Iran and Yemen last month.

Already people are at risk from governments looking to hunt down dissenters as was experienced in Tunisia after government officials used a virus to obtain local Facebook passwords.

The question is will social media companies be able to protect the human rights of citizens from governments? Will governments flex their repressive muscles and force Facebook to capitulate? It seems not as the United States’ Obama administration announced a new policy on Internet freedom, intended to help people get around barriers in cyberspace while making it harder for autocratic governments to use the same technology to repress dissent.

According to the New York Times, “The State Department plans to finance programs like circumvention services, which enable users to evade Internet firewalls, and training for human rights workers on how to secure their e-mail from surveillance or wipe incriminating data from cellphones if they are detained by the police. The department has also inaugurated Twitter feeds in Arabic and Persian, and soon will add others in Chinese, Russian and Hindi.”

It remains to be seen whether this stance will be overruled should the US face such an ‘uprising’, not of its citizens but from its enemies.

Imagine this: Islamic activists mobilising on social media to co-ordinate a synergistic movement against the West? When you have freedom of speech and allow people of all nations to do what they want in the online world (except in countries like China, and Iran, which have restricted access), governments have absolutely no control. And governments are all about control. In this hypothetical case, can you see the US, and its security divisions, sit back and watch a threat mobilise on social media and do nothing about it? Absolutely not.

The argument is that social media can be a force that leads to democratic change, but cannot by itself bring down repressive regimes. Well that is the view by the West, however recent events in Tunisia and Egypt show otherwise.

It will be interesting to see how social networks will beef up security to protect its users and even help its users who trust them explicitly.

In South Africa, while the internet pool for social network politics is small, it certainly is not dull with the DA and ANC squaring off in what can only be described as petty squabbling.

More social media theatrics in South African politics reared its head with the Solidarity vs.  Jimmy Manyi, Spokesperson for the ANC and President of the Black Management Forum issue. Solidarity, a predominantly white union group, released comments Manyi made about coloured workers over a year ago on YouTube, just in time for the upcoming municipal elections. The DA quickly jumped on this bandwagon uploading on YouTube Manyi’s comments on Indians. And so it goes on.

While the Twitterverse may be alive with political party messaging and inter party jibes, there is a whole nation of young people who are accessing social media on their phones or through the internet and it is a matter of time before the waves of dissent hit our shores.

Marthinus

SA beware of the WikiLeaks ‘cyberwar’

As the unfolding WikiLeaks ‘cyberwar’ demonstrates, traditional protests have definitely moved into the online world. Marthinus Strydom, Marketing Director of McCarthy Motor Group, warns that we need to be aware of the fact that today, damage to companies, people and governments could come from online communities.

“On Wednesday top multinational companies and other organisations withdrew support for WikiLeaks and the result: a “cyberwar” of Internet activists who attacked its “enemies” web sites causing these corporate Web sites including Visa, Paypal and Mastercard, to become inaccessible or slow down markedly,” Strydom says.

“The real issue at heart here is that these organisations underestimated the power of today’s consumers who have become online activists – they either sing your praises or become cyber terrorists – your worst nightmare.

“In South Africa, a case in point is Woolworths attempting to remove a Christian Publication from its stores and being lambasted by an online community therefore having to keep the publication on its shelves.”

“Companies in South Africa need to take heed and plan strategically in terms of the scenarios that can happen online. These powerful super-consumers are able to voice their opinions very quickly via blogs and social media and will merge together for a common cause – as a group they pose a powerful threat to companies and brands.”

Consider the following staggering statistics which is growing daily: there are an approximate total of six-million web users in SA. A total of 14-million WAP users (those who use their mobile to access the web) across all three SA networks. There are 500-million Facebook users in the world – if it were a country it would be the third biggest on earth… in just four years! In South Africa there are three-million South Africans on Facebook and this is growing daily with 50% logging in daily.

“Companies that pull the wool over their eyes and think this can’t happen to them must think again. It is and it will. Consumers now have the same, if not more, marketing power as any organisation’s marketing team and online activists can damage a company, brands or people, within a matter of hours,” he says.

Managing Director of strategic communications company, Livewired PR, Janine Lloyd, concurs: “It is imperative for organisations to understand the power of these super-consumers and strategically consider the impact and reaction from these consumers to their business decisions. This kind of crises should not have happened. Did these organisations engage the communications experts to provide counsel on the impact of the collective decision to withdraw support for WikiLeaks? Probably not. Would the outcome have been any different? Probably.”

“Marketers and business leaders need to get up to speed with the digital world and its enormous power. We need to understand and plan strategically to integrate the digital world into our thinking and actions. Making critical business decisions without consideration or dialogue with audiences online is a big mistake,” she says.

“Understanding that we have little control or power over what consumers say is one of the basic truths in communications today, however companies must learn to engage and consider their online communities. They must even consider changing their business decisions based on the huge negative impact today’s super-consumer can have on their brands, company or people.”