I found a great blog post highlighting the dangers of old ways of thinking in a Web 2.0 world. If your gut reaction to someone ‘dissing’ your personal brand or your corporate brand online is to reach for your lawyer’s phone number then you may want to read this post and think carefully about what you’re doing, and the effect it may have on your reputation.
There IS a time and place for the lawyers, and reputations have to be protected, but online it’s sometimes easier to work with your enemy rather than trying to gag them. In particular, a badly timed legal letter can blow a minor argument up into a very public mud slinging match, and regardless of ‘right’ or ‘wrong’ the public will often side with the party being gagged just on principle.
That’s where a carefully thought out contingency plan, worked out in advance in consultation with both your lawyers and your marketers becomes essential. In the heat of the moment it gets a lot harder to start trying to figure out a measured response.
The keys to a ‘good’ reaction to bad news?