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happy to see any kind of comments that our consumers have, because it gives us insight into what they are looking for in our brands." To that end, the company's communications professionals often reply to social media posts. Being involved in as many social media projects as Molson is, the legal department is in full force managing its efforts. There are basic safeguards in place for social media efforts, and to note trends that may signal the next innovation poised to draw in millions of users. Brown points to a number of areas where the department is on the lookout for potential brand damage. It is quick to deal with anyone whose social media presence erroneously suggests INHOUSE COMING THIS JUNE ... e-discovery in Canada Our expert roundtable tackles: Impacts of new rules Class actions in Canada The U.S. experience Sponsored by www.canadianlawyermag.com/inhouse Coverage includes: Web videos Featured articles enhanced online content they are acting on behalf of Molson. Efforts are also made to politely "cor- rect the record" whenever inaccurate or potentially defamatory comments about the company are posted. An outside service monitors social media-based contests or ad campaigns focusing on consumer-generated con- tent. Those efforts create a storehouse of material that must be scoured, so Molson uses the service to ensure any- thing that gets posted complies with relevant laws, and is not offensive. The company's legal group has also created a set of social media-use guide- lines that have been rolled into the com- pany's general marketing review process, helping ensure any social media mar- keting efforts are airtight before being launched. Policies have also been writ- ten up and implemented for employ- ees who use social media during work hours. In keeping with its corporate identity, Molson has stopped short of blocking access to Facebook. There are restrictions should those workers post material relating to the company. For example, they must be transparent in adding their comments, clearly identify- ing themselves as Molson employees. Brown, meanwhile, is less concerned about copyright breaches via social media. She says few bloggers or online posters use the company's trademarks without permission for commercial benefit. Of course, these efforts don't get done on their own. The chief cost of the social media boom for Molson's legal team has been an inflated workload. In the past, corporate counsel would be involved in reviewing a small number of radio, television, and print advertise- ments. "Now, there are so many differ- ent ways through social media of reach- ing your consumer, that it multiplies the elements that a legal department has to review," says Brown. The department is now signing For more information about the roundtable contact editor Kelly Harris at kharris@clbmedia.ca 18 • FEBRUARY 2010 INHOUSE off on all those old media ads, along with web sites, e-mail blasts, contests, and promotions with a social media element. The department is managing the onslaught by ramping up its internal InHouse