The Importance of Online Brand Reputation Management (OBRM) for Legal Professionals(Part 2)

 The wait is over, as we are here with the second part of this post. 

Online Brand Reputation Management for Clients: Internet Defamation & Reputation Repair


 


Internet defamation is a growing area of concern for clients, but also an opportunity for attorneys. Quantifying the monetary impact of reputation lost or gained is subjective. Following the landmark case of Sue Scheff, the legal community has taken notice of internet defamation case. Sue and her company, Parents Universal Resource Experts (PURE), provided referral consulting for families of teenagers with behavioral problems. After a disgruntled client posted online that she was a “fraud” and “con artist,” she sued for defamation in Broward Country Florida court. In November of 2006, Sue Sheff won her internet defamation case and was awarded $11.3 million dollars.Online, you are guilty until proven innocent. Consequently, it is challenging to overcome negative press. If there are only two pages of search engine results when a name is searched and multiple negative links appear on the first page, you lack the opportunity to overcome the negative perception.


 


When a lawyer or client is found innocent and purported violations are dismissed, news and information relating to the case remain online. The demand for Online Brand Reputation Management, digital reputation repair and suppression is expansive. In the court of law, you may be innocent, but in the minds of your prospects, clients and potential partners you remain guilty on the internet. There are many situations that require immediate attention and sustainable solutions.


 


“In any moment of decision, the best thing you can do is the right thing, the next best thing you can do is the wrong thing, and the worst thing you can do is nothing.” -Theodore Roosevelt [1858-1919]


 


One bad review is a challenge, but not responding to negative commentary may invite others, which will have a multiplicative impact  when trying to correct or refute the bad press.

Online Brand Reputation Management can help you tackle this challenge. 


 


There is risk when suppressing content because low ranking and outdated content can be revived on primary search engine results pages by news or events with key word parallels. There is risk in not responding to a negative news article or review, but also greater risk in how one responds, especially when considering this American Bar Association tenet: “A lawyer may not disclose client confidential information solely to respond to a former client’s criticism of the lawyer posted on a website that includes client reviews of lawyers.”


 


View client complaints and feedback as opportunities to improve the client experience. With a more empathetic and collaborative mindset, Online Brand Reputation Management will create better emotional bonds with clients and future prospects. We recommend a proactive action plan to mitigate the risk of future defamatory content.


 



Conclusion


 


Our dependence on the internet for information underpins the paradigm shift in how attorneys and their clients approach creating, repairing and monitoring their reputations. A law firm’s success is now more dependent on what is said (and not said) on the internet.A good Online Brand Reputation Management strategy will help you create a good online presence. 


 


The most agile firms are listening closer, making better resource allocations and investing in stronger relationships with strategic partners and clients.

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