LegalTech NY Discussion: Reputation Management and Social Media [video]
For many years, the term reputation management was something used by public relations professionals to describe the practice of monitoring the reputation of an individual or brand, identifying specific issues that are causing damage, and then deploying tactics to protect the brand's reputation.
In the age of social media, though, most of reputation management is focused on responding to customer complaints, asking sites to take down incorrect information, using online feedback to influence product development and pushing down negative search results.
At our LegalTech New York 2013 panel, "Taming the Wild West of Social Media: The Secrets of Social Media Success in the Legal Profession," moderator Steve Mann (chief marketing officer of the Research & Litigation Solutions business at LexisNexis) responded to a question about whether law firms ought to engage an online reputation management firm as part of their social media strategy.
"My personal answer is not necessarily," said Mann. "Reputation management firms can be very helpful when addressing a crisis situation, but if your firm has a good public relations or marketing communications partner, that type of work should be included in what they do for you."
Stephen Fairley, chief executive officer of The Rainmaker Institute, agreed with Mann and contended that reputation management firms aren't necessary if a firm takes action now to drum up as much positive attention as possible in social media. "The best defense is always a good offense," he said.
You can view a two-minute video segment of this piece of the panel discussion. Stay tuned next week for more details from the session.
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