Facebook is undoubtedly a useful channel for apartment marketing. The medium not only allows you to connect with potential new residents who are considering moving to the community, but also to inform your current residents about certain events that are happening in the community.
To eliminate the confusion, we’ve outlined the differences between acceptable and unacceptable uses of intellectual property according to Facebook, below.
There are roughly 156 million active Facebook users in the United States. And when we use Facebook, it’s not uncommon for us to share internet content that we find interesting. This content then appears on our profiles’ wall, where it’s visible to our friends and followers.
Even if you didn’t write the text, take the photograph, or shoot the video within that content, you can – and in fact, are encouraged – to promote it by posting it to your profile’s wall. This is also true for apartment communities and other companies with “Business” pages. As long as you don’t take credit for producing the content, it’s perfectly fine to post it, whether your page represents an individual or a business.
Essentially, you can never claim – or even imply – that you created the work of another individual.
Creating Your Own Unique Content
If you still want to promote your community’s fireworks display or fitness center, but don’t have a high-resolution camera to capture images for promotion, don’t worry. There’s still a great way to promote your community through images without violating Facebook’s terms on intellectual property: using Public Domain images and images available under some Creative Commons licenses. Public Domain images can be used by anyone, for any purpose, and you can even manipulate these images to create something entirely new. Some Creative Commons licensed images can be used freely provided you properly attribute the image to its original creator, although a few Creative Commons licenses disallow things like making derivative works or using an image for commercial purposes. To help you understand what you can and can’t do with Creative Commons images, the Creative Commons licenses also have ‘human readable’ versions.
To learn more about intellectual property and social media, check out the photo copyright section of our resources page.