• by Joe Mandese  @mp_joemandese, March 24, 2009

“Social Scramble” 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.

“Leggo has said, ‘Our social media took off when we fired our lawyers,’” 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.

“Pharmaceuticals can’t get into social media at all,” Marchese noted.