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Someone Online Hates You:
Ethical Approaches to Reputation
Management
Josh King
General Counsel & VP Business Development,
Avvo, Inc.
People trust other people
Reviews
• Everything is reviewed
The Internet Hate Machine
“See You in Court!”
The Streisand Effect
Avvo, Inc. Confidential - Copyright 2009
Anti-SLAPP
Why Not Write Your Own Review?
Responding to User Reviews
ExamplesGood Comments
Professional has 5 reviews
Four are 5-Star
One is 1-Star
ExamplesGood Comments
Professional has 4 reviews
Three are 5-Star
One is 1-Star
ExamplesIneffective/Corrosive Comments
Professional has 4.5 stars
based on 94 reviews
Review Solicitation
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
Owning Your “Online Real Estate”
Questions?
Josh King
General Counsel &
Vice President, Business Development
Avvo, Inc.
Twitter: @joshuamking
Email: [email protected]
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