3. Your Basic Playbook
1. Policies and Real Estate - risk
management
2. Listen. Really Listen - monitoring
3. Iron While Damp – respond, and quickly
4. Ask for Help – credible requests and
demands
5. What Are You Going to Do, Sue?
4. 1: Risk
Management
• Own the Real Estate
• SEO Efforts
• SM, Blogging, Press Releases
• Manage Risks
• Develop SM policies, training
5. 2: Are You
Listening?
Money
Monitor:
• Low End – free, DIY Google Alerts
• Mid-Level – monthly paid service
• Full Service – hire someone
6. 3: Respond On-Site
Iron While Damp
Why?
• Fast, Same Place
Why Not?
• Attention, Credibility
7. 4: Demand
Credibility
Know the Limits
• v. hoster - CDA Safe Harbor
• v. poster - Is it Defamation?
Terms of Service
• Community or Industry Sites
• Gripe Sites
8. 4: Demand
What are you asking for?
• Take Down
• Nofollow or robot.txt
• More prominent response
9. 5: Litigation
There Will be Fallout
Calls More Attention
A Commitment
• Lots of Money, and Lots of
Time
No Guarantees
• Results Will Vary
10. Ones to Watch
Simorangkir v. Love
• Tweets re: drug
dealer, prostitute
• Less harmful on Twitter?
• Trial February 6th
11. Ones to Watch
Souza v. AMR
• Connecticut ambulance
worker
• Facebook comments
• Fired, but NLRB says that
was not justified for
comments
• Was SM policy and firing too
harsh?