Social media marketing and engagement is content driven. Brands need high-quality, engaging content that customers and prospects want to share with each other. This content (photos, text, video, audio) is protected by traditional, black letter, legal schemes (e.g., copyright, trademark). Marketers must be really aware of things like tone and message and sort of the more subtle aspects of intellectual property rights, and more specifically, how the brand is portrayed and perceived. Understanding the copyright laws will help marketers understand how creative authorship is protected, what is not protected, what can be shared and how to enforce one's rights against unauthorized sharing.