Redes sociales y medios de comunicación: desafíos legales

All trends seem to indicate that, to survive in a virtual environment, mass media need to incorporate some operational principles specific to the social media. This paper focusses on how the traditional Media are implementing 2.0 tools, incorporating to their know-how a new way of interaction with users based on collaborative participation and users-generated content. Some Spanish media, such as Elpais.com for online press and RTVE.es for the audiovisual sector,represent different strategies where users are connected with each other; they share ideas, information, entertainment and projects. However, when using 2.0 tools users and media should know they are facing potential legal risks, especially related to intellectual property, personal data protection, privacy, reputation and right to publicity