PROView - November 2007 - (Page 7)

BROKERAGE DESIGN With little more than a Web connection and a keyboard, these would-be “Muckrakers” can do everything from irritate, via a scathing review, to causing serious business problems, by using message boards to reveal company secrets or spread rumors of unethical behavior. Some go so far as to initiate a complaint site or register a Web address in their target’s name. “There is all type of damage by miscreants on the Web to a business,” said Marc S. Friedman, chairman of the intellectual property practice at Sills, Cummis, Epstein & Gross in Manhattan in a recent New York Times article. “The number of methods depends only on the creativity of the wrongdoer.” Legal remedies vary by case and by state. Lawyers, Internet specialists and others with experience in this realm counsel that the best course may be to ignore irritating posts because trying to squelch a malcontent can have unintended consequences. “Your reaction often, if you’re a small business, is to get angry and to ﬁre off a letter,” said Barry Werbin, an intellectual property lawyer at Herrick, Feinstein in New York. “Some big companies do it. More often than not, the person who posts the gripe site can’t wait to get that letter and post it. ”Sometimes, Mr. Werbin added, “it can worsen the damage because it just fuels the ﬁre.” Real estate professionals must recognize that anybody can write just about anything through these venues. This may be a classic case where the best defense is a strong offense. Each ﬁrm should: • Develop speciﬁc Internet reputation policies and procedures • Initiate an Internet monitoring procedure November / December 2007 7 so that the ﬁrm can become aware of all references, either positive or negative • Take advantage of intellectual law remedies such as trademarks and copyright protection to limit the ability of dissenters to use markets and protected properties in their assaults • Capture testimonials whenever possible and place them on websites, blogs and other Internet spaces, install hot links between these positive reviews and the ﬁrm’s website, and create speciﬁc opportunities to enhance a positive image on the Internet • Do everything possible (and legal), when negative materials appear, to have them removed and/or ameliorated, without making the situation worse. Do not take these matters lightly. A negative Internet comment, review or rating can have far reaching ramiﬁcations for both the ﬁrm and its agents. This whole area of the Internet transparency is really just emerging. On both the protection and assault sides new theories, new tactics, new remedies and new horrors are being developed on a continuous basis. Someone from your ﬁrm, or representing your ﬁrm, must be vigilant and knowledgeable about this vital area. Most brokerages are acutely aware of the importance of a good reputation in their immediate community. This same level of care and attention must now be transitioned onto the Internet. Proactivity is an absolute must. Don’t get caught with the wrong “Rep” on the Internet. PINELLAS REALTOR® ORGANIZATION

Table of Contents Feed for the Digital Edition of PROView - November 2007

PROView - November 2007 Contents Chairman’s Notes: My Year in Review The Long View: The Long View Waiting Room: Waiting Room Brokerage Design: Protecting Your “Rep” On The Internet Feature: Charting the Course for Next Year: Building Your Marketing Plan ProActive: 2008 RPAC Fundraising Chair ProActive: Legislature Sends New Property Tax Reform Ammendment to Voters Marketing: Twelve Step Plan to Make You Feel Better About this Market Finance: Year-End Tax Season Preparation What is RPAC? 2007 RPAC Donor Appreciation Marketplace Analysis Home Sales Report MLS Update MLS Mind Your Manners Your 2008 Memebrship Dues Upcoming Events Calendar of Events & Programs: November / December PROBIZ: IDX Welcome: New PRO Members and Affiliates

PROView - November 2007

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