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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: [email protected]
Introduction
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
• 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
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
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
Avvo, Inc. Confidential - ©2013
ExamplesIneffective/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?
Josh King
General Counsel &
Vice President, Business Development
Avvo, Inc.
Twitter: @joshuamking
Email: [email protected]
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