Social marketing has always seemed dangerous for brands, and that's simply because things can go badly in real time. We've all seen the #fails.
And now enter two live-streaming video apps that have everyone talking—Twitter's Periscope and Meerkat—which present even greater challenges, legal and otherwise, when compared to merely tweeting or posting Instagram photos. Industry observers advise caution with this new type of high-wire marketing.
"From a branding standpoint, livestreaming is an absolute train wreck in waiting," said Alan Chapell, a lawyer and head of his marketing consulting firm Chapell and Associates. "Somebody is going to screw up."
