Introducing Rights Management

Introducing Rights Management

As user-generated content becomes an increasingly important facet of brand marketing, tools to manage rights and permissions related to this content have become essential.

Our Rights Management feature allows you to reach out to content creators and request their acknowledgement and permission to feature their user-generated content (UGC) in your marketing.

Why Rights Management?

Its important to note that Stackla only aggregates content from public profiles. As such we’re governed by the terms of service of the social networks which give you, as a brand, permission to use this public content in your brand marketing.

Most social network users understand that content they post using a public profile can be accessed and used by anyone.

Its also safe to assume that someone posting content relevant to a brand would be happy to see that brand feature their content.

Normal Use

We all understand that social content is often ‘piped’ in to external websites – social widgets, social hubs, event screens and social content in tv broadcasts is now commonplace.

We like to describe these use cases as ‘normal use’.

The origin of the content is obvious and clear attribution is given to the network user who made the post.

Here’s an example from our client Harley Davidson. Each piece of content is presented with its social icon to indicate its origin, the user handle and the date the post was made.

harley-tile

In most ‘normal use’ cases, you won’t feel the need to reach out to content creators to notify them of your intention to feature their content, but on occasion you will:

  • If you have internal policies and procedures that require acknowledgement from the content creator
  • If your social media strategy regards this type of outreach as ‘best practice’

Method 1: Rights by Response

This introduces our first rights request method – Rights by Response.

With Rights by Response you simply identify the content you wish to request rights for and send a reply to the post via the Stackla Admin.

This reply includes a specific, pre-determined hashtag and the content owner is asked to respond using this hashtag to indicate their approval.

When that response occurs, Stackla marks the content as rights approved.

Easy.

instagram-rights-management

Benefits

  • Low effort for content creators as it only requires a response
  • On-platform – entire process takes place on the social platform
  • Fast – content creators are more likely to respond to this method as it requires little effort

Extended Use

Of course, increasingly brands are expanding their use of user-generated content beyond widgets and social hubs – integrating UGC at every customer touchpoint.

These may include:

  • Online advertising
  • Printed collateral
  • Outdoor Advertising

We call these ‘extended use’ cases because often the user-generated content is shown out of context. The origin of the content isn’t necessarily clear and attribution may be altered from network defaults or removed altogether.

An example:

Normal Use: A customer takes a great Instagram pic of one of your products. You feature this post in a social widget on that product page on your website.

Extended Use: You take just the image from the Instagram post and use it in outdoor advertising campaigns.

In this case, a simple acknowledgement (Rights by Response) might not be robust enough to satisfy your requirements. You may want the end user to agree to specific terms and conditions that provide unconditional usage rights to the content.

Method 2: Rights by Registration

Enter Rights by Registration. With this method you identify the content you wish to request rights for and send a reply to the post via the Stackla Admin.

Rather than prompting a response containing a specific hashtag, a unique link is supplied to the content creator. Upon clicking that link the user is directed to a login page where they verify their identity and agree to your terms and conditions.

twitter-rights-by-registration

On completion, Stackla marks the content as rights approved and you can move forward, confident that you have secured agreement to your specific terms and conditions.

Benefits

  • Legally robust. Brands can gain explicit agreement to their terms and conditions.
  • Ability to capture additional user data – name, email, phone etc.

Rights Management is available now on Premium and Platform Stacks. Get started with the support documentation.

Image credits (licence):
(Burger) Flickr user avlxyz. Modifications by Stackla.
(Hiking) Flickr user tataimitra. Modifications by Stackla.

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