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Someone Online Hates You:
Ethical Approaches to Online Reputation
             Management



                Avvo, Inc. Confidential - ©2013
Introduction




 Josh King
 General Counsel &
 Vice President, Business Development
 Avvo, Inc.


 Twitter:     @joshuamking
 Email:       josh@avvo.com



                             Avvo, Inc. Confidential - ©2013
People trust other people




                 Avvo, Inc. Confidential - ©2013
Everything is Reviewed




                Avvo, Inc. Confidential - ©2013
The Internet Hate Machine




         Avvo, Inc. Confidential - ©2013
How a User Review Can Make You Feel




               Avvo, Inc. Confidential - ©2013
Ways to Handle Negative Reviews


• File a defamation lawsuit?

• Write your own positive reviews?

or . . .

• Consider the feedback objectively

• Write a response

• Ask other clients to leave reviews

• Build a wall of content




                                 Avvo, Inc. Confidential - ©2013
Bring a Defamation Lawsuit?




          Avvo, Inc. Confidential - ©2013
“See You in Court!”




                 Avvo, Inc. Confidential - ©2013
The Streisand Effect




                 Avvo, Inc. Confidential - ©2013
Avvo, Inc. Confidential - ©2013
Avvo, Inc. Confidential - ©2013
Anti-SLAPP




             Avvo, Inc. Confidential - ©2013
Write Your Own Reviews?




        Avvo, Inc. Confidential - ©2013
“Astroturfing”




                 Avvo, Inc. Confidential - ©2013
Avvo, Inc. Confidential - ©2013
How to Turn a Negative into a Positive
       (or at least neutralize it)




               Avvo, Inc. Confidential - ©2013
Avvo, Inc. Confidential - ©2013
Negative Reviews = Market Research




             Avvo, Inc. Confidential - ©2013
Responding Directly to Negative Reviews




                Avvo, Inc. Confidential - ©2013
Avvo, Inc. Confidential - ©2013
Examples
Good Comments


                                                  Professional has 5 reviews

                                                    Four are 5-Star

                                                    One is 1-Star




                Avvo, Inc. Confidential - ©2013
Examples
Good Comments


                                              Professional has 4 reviews

                                                  Three are 5-Star

                                                  One is 1-Star




                Avvo, Inc. Confidential - ©2013
Examples
Ineffective/Corrosive Comments


                                                Professional has 4.5 stars based
                                                   on 94 reviews




                  Avvo, Inc. Confidential - ©2013
Go Ahead and Ask for Reviews




          Avvo, Inc. Confidential - ©2013
Review Solicitation




                 Avvo, Inc. Confidential - ©2013
Avvo, Inc. Confidential - ©2013
Avvo, Inc. Confidential - ©2013
Building a Wall of Content




         Avvo, Inc. Confidential - ©2013
Online Content

                                              “Real prospects — especially
                                              prospects responsible for spending
                                              large sums — are hungry for
                                              information. Research shows that
                                              advertisements with really long
                                              copy actually tend to get read
                                              more thoroughly then
                                              advertisements with shorter copy.

                                              You might be able to sell a candy
                                              bar with very short copy but you
                                              could never make a case for
                                              buying a Cessna Citation in a
                                              handful of words.”

                                              - David Ogilvy

                 Avvo, Inc. Confidential - ©2013
Owning Your “Online Real Estate”




                Avvo, Inc. Confidential - ©2013
Questions?
                                                           Stay up to date on
 Josh King                                                 developments in the law of
 General Counsel &                                         social media – and get
                                                           notification of upcoming
 Vice President, Business Development                      free Avvo CLE webinars –
 Avvo, Inc.                                                with my new monthly email
                                                           newsletter:
 Twitter:    @joshuamking                                  “Socially Awkward – Where
 Email:      josh@avvo.com                                 Social Media Meets the
                                                           Practice of Law”

                                                           Email “subscribe” to
                                                           josh@avvo.com




                         Avvo, Inc. Confidential - ©2013

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Someone online hates you - ethical approaches to online reputation management for lawyers

  • 1. Someone Online Hates You: Ethical Approaches to Online Reputation Management Avvo, Inc. Confidential - ©2013
  • 2. Introduction Josh King General Counsel & Vice President, Business Development Avvo, Inc. Twitter: @joshuamking Email: josh@avvo.com Avvo, Inc. Confidential - ©2013
  • 3. People trust other people Avvo, Inc. Confidential - ©2013
  • 4. Everything is Reviewed Avvo, Inc. Confidential - ©2013
  • 5. The Internet Hate Machine Avvo, Inc. Confidential - ©2013
  • 6. How a User Review Can Make You Feel Avvo, Inc. Confidential - ©2013
  • 7. Ways to Handle Negative Reviews • File a defamation lawsuit? • Write your own positive reviews? or . . . • Consider the feedback objectively • Write a response • Ask other clients to leave reviews • Build a wall of content Avvo, Inc. Confidential - ©2013
  • 8. Bring a Defamation Lawsuit? Avvo, Inc. Confidential - ©2013
  • 9. “See You in Court!” Avvo, Inc. Confidential - ©2013
  • 10. The Streisand Effect Avvo, Inc. Confidential - ©2013
  • 13. Anti-SLAPP Avvo, Inc. Confidential - ©2013
  • 14. Write Your Own Reviews? Avvo, Inc. Confidential - ©2013
  • 15. “Astroturfing” Avvo, Inc. Confidential - ©2013
  • 17. How to Turn a Negative into a Positive (or at least neutralize it) Avvo, Inc. Confidential - ©2013
  • 19. Negative Reviews = Market Research Avvo, Inc. Confidential - ©2013
  • 20. Responding Directly to Negative Reviews Avvo, Inc. Confidential - ©2013
  • 22. Examples Good Comments Professional has 5 reviews Four are 5-Star One is 1-Star Avvo, Inc. Confidential - ©2013
  • 23. Examples Good Comments Professional has 4 reviews Three are 5-Star One is 1-Star Avvo, Inc. Confidential - ©2013
  • 24. Examples Ineffective/Corrosive Comments Professional has 4.5 stars based on 94 reviews Avvo, Inc. Confidential - ©2013
  • 25. Go Ahead and Ask for Reviews Avvo, Inc. Confidential - ©2013
  • 26. Review Solicitation Avvo, Inc. Confidential - ©2013
  • 29. Building a Wall of Content Avvo, Inc. Confidential - ©2013
  • 30. Online Content “Real prospects — especially prospects responsible for spending large sums — are hungry for information. Research shows that advertisements with really long copy actually tend to get read more thoroughly then advertisements with shorter copy. You might be able to sell a candy bar with very short copy but you could never make a case for buying a Cessna Citation in a handful of words.” - David Ogilvy Avvo, Inc. Confidential - ©2013
  • 31. Owning Your “Online Real Estate” Avvo, Inc. Confidential - ©2013
  • 32. Questions? Stay up to date on Josh King developments in the law of General Counsel & social media – and get notification of upcoming Vice President, Business Development free Avvo CLE webinars – Avvo, Inc. with my new monthly email newsletter: Twitter: @joshuamking “Socially Awkward – Where Email: josh@avvo.com Social Media Meets the Practice of Law” Email “subscribe” to josh@avvo.com Avvo, Inc. Confidential - ©2013

Notas do Editor

  1. Note that 80-85% of professional reviews are positive. But somebody, somewhere, isn’t going to like you
  2. What do you do if you don’t like what someone writes about you online? You could sue, but you probably don’t have a case. And even if you do, it can backfire. ** Consider 47 USC 230 **
  3. Photographer Kenneth Adelman was photographing beachfront property as past of the California Coastal Records Project. This photo was placed online, in a collection of 12,000 photos of the California coastline. In 2003, Streisand sued for $50M. This drove massive traffic to the site.
  4. In 2009, Amanda Bonnen tweeted:“Who said sleeping in a moldy apartment was bad for you? Horizon Realty thinks its OK.” She had less than 20 followers on Twitter. Less impactful than talking with a couple of her friends. Horizon sued for $50,000, got tons of negative publicity, and lost.
  5. Rakofsky vs. the Internet
  6. Anti-SLAPP. WA, CA and 30 other states have anti-SLAPP laws. Special Motion to Strike; you’ll pay attorney’s fees and a $10,000 fine. Ken Aronson sued Moore and his production company for invasion of privacy and misappropriation of likeness; his voice and likeness appeared for 71 seconds in the film.
  7. Often used in political campaignsAstroturfing definition: "falsely creating the impression of independent, popular support by means of an orchestrated and disguised public relations exercise....designed to give the impression of spontaneous support for an idea/product/company/service" (source: CIPR Social Media Guidelines)
  8. Purpose: Fix the situation; “Save” the clientTheme: Establish a polite, authentic relationshipThank the review for their patronage and feedbackRespond to their concernsWhat can make it worse:RudenessCondescensionInsincerityAttacking the reviewerWhat to do:Thank them for the visit and feedbackTalk to any changes you’ve implemented because of the reviewRemember that prospective clients will learn more about you from your response
  9. Don’t be shy about asking clients for reviews. The ones who like your service are likelier to leave a review anyway.
  10. Cards used by Swedish Hospital in Seattle
  11. Solicit Reviews. Make it a part of the client exit process, or use the Avvo form. No issue under Washington RPC.Discuss Florida, issues in other states
  12. You can’t control social media, but you can shape it. This works both to “push down” negative feedback AND sell your services.David Ogilvy: “Long copy sells more than short copy, particularly when you are asking the reader to spend a lot of money.”Victor Schwab: “A salesman does not say, “How do you do?” speak a few words about his product, then ask you to sign the order. No; he uses enough words to get your emotions and reasoning power flowing toward a sale.Yet many advertisements virtually say little more than “Hello—Our product is wonderful—Good-by.”Likewise, it is obvious (but often overlooked) that no reader can be influenced by good sales angles which don’t appear in the advertisement at all.”
  13. This is a very common way a client referral will search: name + geo. Often adding “attorney” or “lawyer”This is what “long copy sells” means in the online world – having a deep well of information about you and your practice available EVERYWHERE online.