Avvo, Inc. Confidential - ©2013

Someone Online Hates You:Ethical Approaches to Online

Reputation Management

Avvo, Inc. Confidential - ©2013

Josh King

General Counsel &

Vice President, Business Development

Avvo, Inc.

Twitter: @joshuamking

Email: josh@avvo.com

Introduction

Avvo, Inc. Confidential - ©2013

People trust other people

Avvo, Inc. Confidential - ©2013

Everything is Reviewed

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The Internet Hate Machine

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How a User Review Can Make You Feel

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• 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

Ways to Handle Negative Reviews

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Bring a Defamation Lawsuit?

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“See You in Court!”

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The Streisand Effect

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Avvo, Inc. Confidential - ©2013

Avvo, Inc. Confidential - ©2013

Anti-SLAPP

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Write Your Own Reviews?

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“Astroturfing”

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Avvo, Inc. Confidential - ©2013

How to Turn a Negative into a Positive

(or at least neutralize it)

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Avvo, Inc. Confidential - ©2013

Negative Reviews = Market Research

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Responding Directly to Negative Reviews

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Avvo, Inc. Confidential - ©2013

ExamplesGood Comments

Professional has 5 reviews

Four are 5-Star

One is 1-Star

Avvo, Inc. Confidential - ©2013

ExamplesGood Comments

Professional has 4 reviews

Three are 5-Star

One is 1-Star

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ExamplesIneffective/Corrosive Comments

Professional has 4.5 stars based on 94 reviews

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Go Ahead and Ask for Reviews

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Review Solicitation

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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

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Owning Your “Online Real Estate”

Avvo, Inc. Confidential - ©2013

Questions?

Josh King

General Counsel &

Vice President, Business Development

Avvo, Inc.

Twitter: @joshuamking

Email: josh@avvo.com

Stay up to date on developments in the law of social media – and get notification of upcoming free Avvo CLE webinars – with my new monthly email newsletter:

“Socially Awkward – Where Social Media Meets the Practice of Law”

Email “subscribe” to josh@avvo.com