Maintaining Your Online Reputation Ethically

 Posted on July 21,2016 in Reputation Management

Opening your own legal practice took years of hard work, dedication, and personal sacrifice, not to mention a significant financial investment. Your firm, in many ways, is an extension of yourself, and when an unsatisfied client or someone else has a problem with your practice, it is easy to take such issues very personally. Today, more than ever, consumers and customers are utilizing online review outlets offered by Google, Yelp, and others or simply airing their frustrations for all to see on Facebook or Twitter. This has led many law firms to look into online reputation management, which is a series of processes that can help keep your professional image intact. Reputation management, however, presents some concerns of its own, and many have questioned whether such practices are even ethical.

To address these issues, Attorney Melissa Smart, litigation manager and senior counsel for The Attorney Registration and Disciplinary Commission of the Supreme Court of Illinois, recently released a video that explains how attorneys can avoid making ethical mistakes with online reputation management. Ms. Smart offered three specific tips:

Do Not Be Deceptive

There are many ways to maintain your reputation but making up stories and presenting false information should not be one of them. This includes misleading potential clients about your background, education, skills, and experiences. It also pertains to addressing complaints and negative reviews. Be cautious of what you post on social media and professional networking sites and be sure that you are always honest.

Confidentiality Is Key

When an unhappy client posts a negative review about you or your firm, it can be tempting to respond and express your frustration. While there are ways to appropriately address a hurtful comment—and we can help you do that—attorneys have gotten in very serious trouble for responding in anger and sharing confidential information in a public forum. If you must take action in response to an online criticism, consult with a reputation management professional to ensure you are not crossing any ethical boundaries. This idea actually leads to Ms. Smart’s third point:

Respond Only When Necessary

Sometimes it can be best just to leave well enough alone. Depending on the nature of a negative review, your response can actually increase the effect the comment has on your reputation. Publicizing the matter can make things worse in several ways. First, you may draw more attention to the situation, possibly making potential clients wary of your firm for the sake of avoiding drama. More importantly, in your attempts to control the damage, you may come off as arrogant, confrontational, and easily angered, even if that is not your real personality.

Work With Reputation Professionals

At OVC, INC., we understand the importance of maintaining your online reputation while remaining within the bounds of ethical practices. We can help you develop a strategy that protects your professional image without risking disciplinary or administrative action. Call 630-635-8000 and speak with a member of our team today.

Sources:

https://www.youtube.com/watch?v=S8Q8RpPSY_g

http://www.americanbar.org/publications/gp_solo/2014/may_june/online_reputation_management_what_it_and_why_do_i_need_it.html

http://www.americanbar.org/content/dam/aba/administrative/litigation/materials/2014_inscle_materials/speakers/smart_melissa.authcheckdam.pdf