Names' Sake: Social media pose trademark threats for companies

Dell Inc. knows a thing or two about social media. The Texas-based computer giant has created three photo streams on Flickr, 26 pages and groups on Facebook and 34 Twitter feeds. These include a Facebook page for "US Consumer Dell Deals," a Facebook Fan group entitled "I support Dell for choosing Ubuntu Linux," and Twitter feeds offering special deals to small businesses.

Dell isn't alone. Many other well-known companies are pursuing the marketing opportunities offered by social media. Ford, Target, Coca-Cola and Pepsi are some of the businesses on Facebook.

Unresolved Issue

The problem with the UDRP is that it covers only potentially infringing second-level domain names. These domains appear in the Web address immediately preceding the top level domain, such as .com. This enables ExxonMobil to use the UDRP against a cybersquatter who registered


Steven Seidenberg

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