â€œSocial Scrambleâ€ panel moderator Joe Marchese made a good point that social media campaigns often require a leap of corporate faith. A leap that sometimes suspends the kind of legal due diligence that brands frequently apply to other forms of media.
â€œLeggo has said, â€˜Our social media took off when we fired our lawyers,â€™â€ Marchese noted.
On the other hand, he said a category like pharmaceuticals that has genuine product liabilities associated with it, cannot afford the legal risk associated with flying without a legal parachute.
â€œPharmaceuticals canâ€™t get into social media at all,â€ Marchese noted.