How should I respond to Facebook attacks?
Comments on social media bring up trade mark, PR and libel issues. How do we protect our reputation without appearing too aggressive?
The marketing lawyer
Facebook has called on businesses to re-organise their marketing around digital. Businesses are heeding that call: Procter & Gamble has said it's making "fundamental shifts" away from traditional media and towards digital channels.
But what should a brand do when on the receiving end of an online attack? Such attacks can easily go viral, as with the recent Twitter storm alleging infringement by a UK high-street jewellery retailer, which resulted in the topic #clairesaccessories trending worldwide.
There are four basic options: masterly inactivity; deleting messages or engaging with the attacker; using the platform's take-down procedures; and reaching for the heavy legal weaponry.
The choice of action depends on multiple factors, including practicalities and PR. The identity of the attacker is a key consideration – it may be best to ignore a troll ("don't feed the trolls" is the accepted wisdom online), while a concerted campaign from an ex-employee...
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