12. Looking Ahead at Social Media Business Opportunities, Expectations, and Challenges

The past few years witnessed a flurry of lawsuits stemming from social media activity. Legal challenges are bound to increase as the rate of social media adoption in businesses continues to rise.

Indeed, the next few years promises to be very fruitful in the social media legal field, as courts (and legislatures) wrestle with issues such as publicity rights, privacy, data security, online tracking, behavioral advertising and geo-location marketing, mobile payments, and ownership rights of social media accounts and followers.

Businesses will need to be vigilant—and respond swiftly—to new legal challenges arising from social media, as the law governing this space ...

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