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Managing and Monitoring Your Law Firm's Reputation Online

By Joshua Fruchter

Warren Buffet once said, “It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.”

Buffet's observation is more true today than ever before. There was a time when law firms could control what was said about them in the media through careful and controlled spin. No more. Today, whether they like it or not, law firms are operating in an increasingly connected and conversational Web environment. Sources of information about a firm and its attorneys are no longer limited to the firm's Web site or firm-issued press releases. Instead, casual dialogue or references on social networks, blogs, directories, job boards and other Web sites all contribute to the reputation of a firm in the legal marketplace. In just a few hours, a single negative, biting reference about a firm on a single, well-trafficked blog can easily mushroom through viral marketing into widespread hostility or ridicule across the Internet.

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